Breastfeeding help for new mothers from Ammanford woman

Working for a haulage firm, Katie Jones spent her days in the office, or driving a HGV to deliver gas to farms around south Wales.

It was while on maternity leave, breastfeeding her new baby, that her future career direction totally changed.

The difficulties of feeding in public spurred the 25-year-old from Ammanford, Carmarthenshire, on to launch Mama Glam – a breastfeeding-friendly clothing business – with the aim of boosting the confidence of new mothers.

A lack of suitable clothing for feeding in public surprised Katie, especially considering breastfeeding rates in 2023 were the highest on record.

According to Welsh government figures, 65% of the 26,355 babies born last year were breastfed at birth.

However, Katie believes the numbers could be far higher with more support.

“We went to a 60th birthday party and I just couldn’t find a dress that was suitable for me at all,” said Katie.

“I ended up just using a normal maternity dress, but I had to get my full breast out to feed, it wasn’t at all discreet.”

Sadly for Katie, this was not an isolated incident following the birth of Olivia nine months ago.

She really struggled with clothing, adding: “I was thinking, this is really difficult to get my freshly postpartum stomach out in public in front of other people.”

Katie began wondering if the lack of suitable clothing on the high street, as well as a lack of help in general, was putting some mothers off from breastfeeding.

“The main problem is, there’s not enough support. There’s no ongoing support either,” she said.

“I was very lucky with Olivia, we didn’t have any problems with our breastfeeding journey, but a lot of my friends really struggled, and there just wasn’t support there to encourage them to carry on breastfeeding.”

Katie wasn’t just thinking about clothing that was practical, though, she wanted items that looked good and made mums feel confident again and more glamorous.

This is where her career as a fashion designer was born, as she added: “I just wanted to design something that would empower mums.

“And help them feed their baby in public without feeling nervous and without having to worry about other people’s opinions.”

With help from a British Business Bank loan, her new website was launched four weeks ago.

“All the clothes have discrete zips in them and all the zips open from the bottom up,” she said.

“You can open them as much as you want to, which will ensure that most of your breast stays covered. So they’re very well hidden.”

One of the new mums who benefitted from the brand was Lizzie Potter, 27, from Llanelli.

She and her now five-months-old baby Emilia had a “difficult start” to their breastfeeding journey.

Emilia was diagnosed with a tongue-tie and it was only after it was snipped that the new-born managed to latch on.

“I think sometimes the support can feel like pressure,” said Lizzie.

“Obviously, people have difficulties and I wouldn’t want anyone to feel pressured into breastfeeding, but at the same time, if you do want to do it, I think there’s a lack of support there, there’s inconsistent information.”

Lauren Amour, 27, from Swansea and mum to five-month-old Heidi believes it is the stigma surrounding breastfeeding that puts people off.

She expresses her milk, and added: “I suppose it’s down to people feeling uncomfortable.

“Not having enough options in clothing, or the negativity that comes along with it, and people looking and making people feel uncomfortable.”

A Welsh government spokesperson said: “Supporting families is a key part of our Breastfeeding Action Plan, which is coordinated by breastfeeding leads in each health board.

“These clinicians form part of the Welsh Infant Feeding Network, supported by Public Health Wales, to monitor current services, identify issues and share best practice.

“We are pleased to report that breastfeeding rates in 2023 were the highest on record across all ages of the child, continuing longer term trends of increasing breastfeeding rates.”