Introducing the new wave of Pramstarters, Surrey born twinsisters Selina and Samantha (AKA Elderflower & Delilah) found themselves in a place of inspiration during their respective maternity leaves; it was a collaboration which resulted in the creation of an innovative breastfeeding garment Feed®. Now joining the new wave of ‘Pramstarters & Mumpreneurs’, they are busily beavering away at both sides of the globe from their Liverpool, UK and Sydney, Australia bases.
Elderflower & Delilah Director, Selina McEntyre, tells her story; ‘Like many new Mums, I felt that when I made the decision to breastfeed my baby I was forced to rejig my wardrobe with clothes that screamed practicality over style. Suddenly my fitted tops and dresses were replaced with the obligatory nursing clothes with cumbersome flaps and openings in muted colours with equally matching dull designs. To my horror, overnight I had become ‘mumsyfied’. I wouldn’t have minded so much, but the new wardrobe I had now gained was still not assisting me in my endeavor to feed my baby discretely in public. Instead, I was fighting with fabric of aprons, bibs, and muslin cloths or frantically opening up a cumbersome flap that was supposed to be ‘easy access for latching’. In a desperate need to have something that met my need to feed with ease and comfort whilst not compromising my style, I busily sat on the floor and cut out a design from a sheet of fabric. And it was this moment of inspiration that born Feed®, a new innovative garment, developed with consultation of breastfeeding mums across the world and the teaming up with my twin sister Samantha in Sydney, we now have a product that we are proud to introduce to new mums and mums to be.’
In beautiful, breathable, UPF factor 50 fabric with a unique design allows for mummies ante and postnatally to enjoy. Not only a Maternity and Breastfeeding garment but niftily can be used as a sun/windshield for the buggy too. In it’s 5th month since launch already Feed® has been awarded Mumsnet Best Award and BizzieBaby Awards – rated for its luxurious fabric and multi uses.