By Laurel Decker
Photos by Edda Pacifico
It’s okay. Go ahead and laugh at her company’s name. Emily Stone would be flattered. And to emphasize the play on meaning behind Empowered Bumps and Boobs, she would probably even hand you her favorite promotional product—a pen with a squishy breast at the top of it. I met with Stone to learn about her experience as a new entrepreneur during the Covid pandemic. But first, after a little laugh, I asked why she chose such a bold name for her business that provides coaching and support for moms who are new to motherhood and/or breastfeeding. Her answer? “It was about more than just marketplace boldness. Part of my brand identity is humor and not taking ourselves, or breastfeeding, too seriously. Most of the resources offered to new mothers is standardized and clinical, without much room for nuance or staying open to the curveballs that real life will throw at a breastfeeding mom.”
All joking aside, managing cultural biases was only one challenge Stone faced when she decided to start her unique business at a unique time in history. She shared with me how covid-19 affected her clientele who were among the most vulnerable groups during the pandemic. And Stone explained why she is passionate about supporting them in overcoming motherhood’s challenges.
Laurel Decker: Why did you create Empowered Bumps and Boobs, and what exactly does your company offer?
Emily Stone: Empowered Bumps and Boobs is like if my teaching experience, business degree, health coaching skills, and personal motherhood journey had a baby! From speaking with so many new moms and experienced moms, it became clear that there was a gaping hole where breastfeeding support should be. I heard over and over again, “I didn’t know what I was doing.” “It hurt.” “I didn’t make enough milk.” “My doctor told me to switch to formula.” “I was so exhausted, I needed someone else to be able to feed her.” “I had no support.” “I stopped before I wanted to.” “I felt guilty.” “I was sad.” “My supply dropped when I went back to work/took birth control/got sick.” “I had to choose my own mental health over continuing to breastfeed.” “When I went back to work, it was too hard to keep going, so we stopped.” Moms with teenagers STILL had big feelings about their birth and breastfeeding experience so many years later. What I didn’t hear was, “I felt empowered to make informed choices and get the support I needed to reach my goal.” That has become the mission for EBB–to provide holistic education and support to pregnant and new moms to help them make empowered decisions around feeding their baby and caring for their own postpartum bodies. We do this with online courses, in-person courses, private coaching (virtual or in-person) and support groups (virtual or in-person). Our three pillars are courses, coaching, and community.
Laurel Decker: How did Covid affect your company’s development?
Emily Stone: During Covid I was speaking to friends who had “pandemic babies,” and the experience sounded awful. Hospital policies were changing daily. Laboring moms were having to choose between their partner or their doula being in the delivery room with them, and they were having to wear a mask while breathing through the most difficult work I know of. There were stories of brand-new babies being separated from a mom who tested positive for Covid. Those of us who know the criticality of skin-to-skin and early breastfeeding also know how beautifully the mom-baby dyad works to provide baby with mom’s antibodies. We were yelling at our computer screens, “No! That’s the absolute worst thing you can do!” New parents were so isolated in their homes, with no relief from parents, siblings, or friends who could provide support. This can already be an isolating time, especially for breastfeeding moms trying to figure things out, and social distancing practices exacerbated it. With all the things to worry about as a new parent, covid added more layers. I was working from home full-time and virtual schooling with three kids; it was stressful for me, but I was thankful to not be navigating pregnancy or postpartum during that time. I wanted to help those who were. My first go at this was to create the podcast Spilling the Milk: Breastfeeding Chats to help moms connect by hearing others’ experiences and realizing they’re not alone in their challenges.
Laurel Decker: How did your podcast develop during Covid?
Emily Stone: Before starting the podcast, I sent a survey asking moms what they wish they had known before trying to breastfeed and what advice they have for new moms. The response was overwhelming–so many women wanted to share their stories! They seemed grateful to have someone ask about their experience. They talked about “tongue tie,” nurses that were super helpful, nurses that were unhelpful, exclusively pumping, stopping for a medication—so many different aspects to breastfeeding I hadn’t even considered. It was clear they wanted their experience to help someone else. To me, this sounded like a podcast, with moms sharing their personal stories to benefit others. We often only hear the bad parts when it comes to breastfeeding, but in the podcast, there are many positive stories, and that helps paint the more realistic picture that breastfeeding is both challenging and joyful. Between what other moms teach me, and what I learned from having three boys of my own, I felt like it would be helpful to compile the information into a book. So, I’ve been focused on that lately.
Laurel Decker: Please tell us more about your book.
Emily Stone: Through my own journey as a mom of three boys, an important theme has been the impact of the nervous system and stress hormones on my body and being able to cultivate a state of calm in the midst of chaos. I learned how important this is to feeling like I’m thriving instead of just surviving—as a parent and a person. There are big implications for being able to find calm during labor, birth, and breastfeeding. It can really impact your experience for the better, and the skills you practice during this time will continue to be useful for the next 18 years and beyond. So, the book is called, Calm Your Tits: How to Soothe Your Nervous System for a Better Birth & Breastfeeding Experience. I hope to have it available for purchase by May 2024.
Laurel Decker: How do you stay passionate about what you do when you face the challenges of being an entrepreneur?
Visit Furandfeatherfriends.com
Emily Stone: One of my clients received our course and private coaching as a baby shower gift. She said it made her feel so seen to receive a gift that was meant just for her, her changing body, and transition into motherhood. Sometimes moms get lost in all the “stuff” and excitement around an adorable new baby. People want to hold the baby when really the mom may need extra nurturing.
To hear about tangible results of improving someone’s life and experience is amazing—like the message I received the other day from a recent client with a 5-week-old who wrote, “At your suggestion, I tried hand expressing and I’m getting sooo much more for my pump (when Dad gives baby a bottle). Thank you!” It validates that I’m doing the work I’m meant to be doing in the world.
Laurel Decker: Is there anything else you would like to share about Empowered Bumps and Boobs?
Emily Stone: I love that being able to provide classes and coaching online to reach anyone anywhere in the world. A lot of that has to do with covid pushing us all to get more familiar with technology. But now that we are comfortable with being out and about again, my goal is to grow a team of coaches to be able to support a larger footprint for in-person visits.
To really expand our reach and how many moms we can help, I’m always looking for partnership opportunities with doulas, yoga instructors, massage therapists, physical therapists, chiropractors, midwives, etc. When we collaborate as professionals who care about moms and babies, we can offer a holistic support model that is better for everyone.
As we concluded our interview, it was clear that although Stone is lighthearted about her work, her commitment to it is no joke. She knows that there is a certain discomfort many people have with breastfeeding which comes from a lack of exposure to it in a normalized and positive way. And Stone believes that with support and information, new mothers can achieve what she considers “The best-case scenario—to feel empowered and to enjoy the experience of feeding their babies.” As a mom myself, I wholeheartedly agree that there is nothing more empowering than taking responsibility for our own journey while also knowing there are other moms like Stone nearby to guide and encourage us along the way.
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