Steering my pram into the bustling cafe, I took a seat.
“Better get this little one fed,” I said to the other new mums I was with.
I scooped up my son, Theodore, six weeks, and fumbled for the hem of my top to discreetly yank it up.
My loose-fitting maternity T-shirt was designed to keep me covered in moments like this, but the functionality of it – minimal at best – came at the cost of fashion.
As Theo fed, I glanced around at my friends and noticed they were wearing the same type of go-to uniform – leggings and baggy T-shirts.
“Imagine a nursing top that looked great, made feeding easy and guaranteed you wouldn’t accidentally flash your boobs,” I said to the girls.
“I’d take one in every colour,” one mum chimed.
“I’d pay good money for that,” said another.
Everyone agreed comfort, discretion and style didn’t seem to exist for breastfeeding mums.
I wondered if there might be a niche for a fashionable nursing garment to do double duty as maternity wear.
Before falling pregnant with Theo, I’d had a great career in banking spanning 13 years. I loved the busy days and late nights and the thrill of solving complex problems.
My husband, Matthew, 34, was supportive at home but kept busy in his job as an engineer.
Without my career, I had no idea what to do with my spare time.
“I feel like my brain is turning to mush,” I told Matthew one day.
Coffee with the mums had left me feeling inspired, and I started sketching out designs for better breast-feeding tops.
I wanted to create a trendy fitted T-shirt that made breast-feeding easy with zips that allowed for easy access.
“Just have fun with it,” Matthew encouraged. “See where it takes you.”
His words struck a chord.
With a more relaxed approach, I took my idea to a pattern maker who helped me develop early T-shirt samples.
I named the business MylkSociety, and between feeds and nappy changes I worked on getting it off the ground.
Finally, in November 2019, I launched the range online.
Despite telling people about it on social media. sales were slow and when Covid lockdowns hit in 2020, I didn’t get a single order.
It was disheartening but I persevered.
I came up with a new slogan: Breastfeed with ease – anywhere, anytime, especially at home!
Suddenly, online orders went through the roof. The new campaign had worked!
My 100 per cent Australian made T-shirts sold for $69 each, and incredibly, in the first year, sales reached six figures.
I was gobsmacked!
In time, it became a multi-million dollar business.
Despite the success, I kept my job in banking but extended my maternity leave to 20 months to nurture it more.
That came in handy when I fell pregnant again with my second child, Charlotte, who arrived in 2021.
This year, to focus more on motherhood and my career, I sold MylkSociety but on the same day I signed the deal, I was made redundant.
I took it as a positive sign I was ready to step into the next version of me.
Today, in between juggling two kids, I have an online business where I coach, consult and guide women who are building their own businesses. My aim is help women acheive financial freedom.
Sure, the journey is sometimes unpredictable, but I’ve learned a healthy dose of fun – and the right mindset – goes a long way.
For more on Karina’s business, visit www.ecomco.com.au
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