Q&A With Mamalux Founder & CEO Lindsay Stuart
Frustrated that she couldn’t find comfortable sleepwear while she was nursing, this determined entrepreneur decided to go out and create it.
Tell me about the moment that sparked the idea for your product?
The idea for Mamalux was born the same year as my first child, in 2018. I was breastfeeding, leaking milk through my sheets every night, and couldn’t find anything comfortable to sleep in — so I decided to design it myself.
How did you explore creating it?
I started with basic Google searches — like “how to design apparel” — and learned that the first step was to create a technical drawing, or a tech pack, that is sort of a blueprint for prototyping. So I found somebody on Upwork who could do that, and we went through a few revisions. The product has changed so much since that initial design, but obviously Mamalux wouldn’t exist without it.
Why are you the best person to champion this product?
I didn’t create this product because I wanted to make money. I just wanted to solve a problem for myself. When I realized that so many other moms felt the same way I did, it became clear that I could start a business around my idea and potentially (hopefully!) make money.
But I think the difference is important; I’m coming at this from an authentic place of wanting to make life easier for moms.
What were some aspects of the processes that surprised you?
I was really surprised by how easy it was for me to build momentum. Once I actually decided I was going to do this — and invested my own money in making it happen — nothing could stop me. It’s not necessarily in character for me to be so unwaveringly confident and self-motivated, so I feel like I’m really onto something here.
The other, less exciting thing is that I didn’t know how expensive it would be to start a clothing line. My product is also a good deal more complex than most apparel, so that certainly didn’t help. But I’m really happy with the product, so of course I feel like it was worth it.
How did you make sure your product was a reflection of your target audience’s needs?
I’ve been conducting interviews and surveys since the very beginning of this process, to make sure that a) this wasn’t just a problem I was experiencing; and b) that my solution would work for the majority of people. I’ve also tested every version of the prototype on real breastfeeding moms. They wear it to sleep and then we go through every detail of their experience. The input I’ve had from my target audience has been invaluable, and it’s why I’m so sure Mamalux will be successful.
How does AlphaLab Gear help you reach your goals?
In addition to the financial investment, which is the reason I’m able to manufacture my first run, it’s been so wonderful to have this instant community of people who are all in my corner and rooting for the success of Mamalux. I have a marketing and journalism background; I’ve never started a company on my own before — so I’ve been leaning heavily on AlphaLab Gear for advice, connections and support.
What is next?
Our Kickstarter launch is October 19th! After hopefully blowing past our funding goal, Mamalux will re-launch directly from www.wearmamalux.com this winter.
Are there any FAQ’s that you would like to address now?
Where is the product manufactured? Mamalux is completely made in the USA! It was my goal to manufacture domestically, and I’m glad we were able to make it happen. And as a bonus, our factory is woman owned and operated.
What colors and sizes do you offer? We’re launching with two colors, blush (pink) and black, and five sizes: XS-XL. My goal for 2022 is to add at least two new colors and expand our size range to plus sizes.
What is the most important thing for readers to know about what Mamalux does and how that’s beneficial to users?
Mamalux solves the problem of leaking for breastfeeding moms — which is something many products do. But all of those other solutions require disposable or reusable nursing pads, worn inside of a bra to stay in place.
I designed Mamalux from a comfort-first perspective. We make breastfeeding-friendly nightgowns with washable, removable pads and built-in support — no bra necessary. The absorbent pads, which attach via a soft, Velcro-like fastening, can simply be tossed into the wash between wears.
When I think about some of the future Mamalux product offerings, it’s important to me that we always stay true to this dual mission of function AND comfort. We’re not just solving problems, but doing it in a thoughtful way.
How can consumers follow you?
Subscribe to our mailing list at wearmamalux.com for early access to our best launch deal. They can also follow us on Facebook, Instagram and LinkedIn.
