Founder thoughts: The Breasties are "Sold Out" again, but that isn't the goal

I completely underestimated the power of the mama-grapevine.

When I brought in my latest shipment of The Breasties back in November, I felt prepared. I had crunched the numbers and was confident I had more than enough stock to carry us through to the next shipment which was due to arrive in January.

For a while, things were quiet. But then, at the end of January, something shifted. The "Breasties" name started traveling between mamas, midwives, and friends, and suddenly, over a months' supply vanished in just five days while the new stock was delayed by a month. We went viral.

It’s all thanks to you

The most incredible part of this sell-out for me isn't just the speed; it’s how it happened. Looking at my data, nearly 40% of you found me through organic search, and another 12% came directly to the site.

You weren't clicking on a random ad I paid for; you were searching for "The Breasties" by name because someone you trust told you they actually work. As a solo founder who does everything, from the marketing to the customer service, seeing that kind of organic, community-led support is the ultimate "pinch-me" moment.

My Values: Necessity Over Hype

While many brands celebrate a "sell-out" as a win, I have mixed feelings about it. I know that a breast pump is a need-only product. You aren’t buying a pump because of a trend; you’re buying it because you need to feed your baby and reclaim a bit of your time.

I never aim for The Breasties to become a panic buy. I don’t want mamas feeling stressed or rushing to checkout because they’re afraid of missing out on a vital tool. My goal is always consistent availability, but I simply couldn't have predicted the viral wave that hit us last week.

A Thank You Giveaway

Since our next shipment is currently on a ship (and I’m at the mercy of sea-freight and port logistics!), I’m opening 20 priority pre-order slots. This isn't about creating hype, it’s about giving those of you who need a pump soon a way to secure yours now without the "restock anxiety."

To say thank you for your patience while I get this stock to my door and then to you, I’ve put together a giveaway that focuses on genuine care for you. Every single person who pre-orders gets a gift, and four of you will win something big.

Grand Prize (1 Winner): Win your order back (100% refund of your purchase).
Spot Prize 1: Viva La Vulva "Labour of Love" Hospital Bag Kit ($146 RRP).
Spot Prize 2: Olaplex No. 3, 4, & 5 Set ($144 Value).
Spot Prize 3: Breastfriend 99.9% Pure Silver Nipple Cups ($74.99 RRP).

Thank you for being part of this journey with me.

— MC, Founder of Breastfriend

Pre-Order Giveaway: Official Terms & Conditions

1. Promotion Period

Starts: 4 February 2026.
Ends: Once the 20th unit is sold or 11:59 PM on 28 February 2026.

2. How to Enter

Simply purchase a pre-order of The Breasties during the promotion period.

The "Everyone Wins" Guarantee: Every pre-order automatically receives a free pack of Breastmilk Storage Bags, included in your shipment.
The Prize Draw: One order cannot win multiple major prizes, ensuring four separate winners receive a boost to their motherhood journey.

3. The Prizes

Grand Prize (1 Winner): Win your order back (100% refund of your purchase).
Spot Prize 1: Viva La Vulva "Labour of Love" Hospital Bag Kit ($146 RRP).
Spot Prize 2: Olaplex No. 3, 4, & 5 Set ($144 Value).
Spot Prize 3: Breastfriend 99.9% Pure Silver Nipple Cups ($74.99 RRP).

4. Shipping & Logistics Agreement

Estimated Dispatch: Late February 2026.
Acknowledgment: Goods are currently in transit via sea freight. By purchasing, you acknowledge that arrival and dispatch are subject to external port and customs variables and may move into March 2026.
Refund Policy: As this pre-order secures highly limited stock with a disclosed wait time, refunds for delivery timeframes will only be issued if the delay extends significantly beyond the March window, in accordance with NZ Consumer Law.

5. Winner Selection

Winners will be drawn at random within 72 hours of the promotion closing and notified via the email address used at checkout.

June 8, 2026

My Low-Tox Breastfeeding Toolkit (And Why BreastFriend Made the Cut)

This blog is written by Sarah, founder of Low Toxin Rabbit, a mum and former health advisor on a mission to share her journey of detoxifying everyday life. Sarah has lived experience of transforming from tired, heavily medicated and frequently sick to completely healthy and medication-free, successfully healing her Graves disease through a low-toxin lifestyle. Through Low Toxin Rabbit, she aims to inform and inspire others to understand what we put into our bodies and the steps we can take to support good health and prevent poor health. This is not medical advice, and we always recommend discussing any concerns you have with your GP or healthcare team. Breastfeeding hasn't come easily for me. With every single one of my kids, I've battled low supply. It's been one of the harder parts of motherhood, and one I've had to genuinely work at. Breastfeeding, for me, was not the natural, instinctive experience some women describe. Sarah is a mother of four based in New Zealand researching a low tox lifestyle to create a safer home environment. With my first baby, I remember doing a seven-day stint of virtually no sleep just to build my supply. Power-pumping with my pump, cluster feeding, drinking litres of water, and taking every supplement I could find. The breast pump I had at the time was a corded, plug-into-the-wall situation. I'd sit on the couch, tied to that chair, watching the clock and feeling the world go on without me. It was relentless. And in those early days when I just needed to rest, the fact that using a pump required me to be completely stationary made an already-hard situation feel impossible. I cried a lot during that period. Not because I didn't love breastfeeding, but because the logistics of producing enough milk while also being a functioning human felt completely at odds. Four babies later, I've finally landed on a combination of things that have let me exclusively breastfeed my last two without top-ups. And while no single tool is a magic fix, a few have genuinely changed the game. What's worked for me Through trial and error across four kids, here's what's actually worked for me while still taking a low-tox approach: Protein, protein, protein. I cannot overstate how much focusing on protein intake has helped my supply. With my earlier babies, I didn't realise just how much my body was using to produce milk. Now I prioritise it at every meal, supplement with bone broth protein powder in smoothies and soups, and notice an immediate difference if I let it slide. Bone broth. Nourishing, healing, and easy to add to almost anything. I sip it in the morning, add it to meals, and treat it as part of my postpartum care. Blessed thistle. A traditional galactagogue I've used with each baby. For me it has really worked in boosting my supply, and is not overly complicated to add when you're in the thick of the newborn stage. Premade nourishing meals. When you're running on three hours of sleep and have other kids to feed, having ready-made meals in the freezer or fridge means you actually eat. Skipping meals drops supply faster than anything else. I often forget to eat, so having something on hand to quickly heat and eat has truly been a game-changer. Hydration that isn't just water. Sipping warm drinks throughout the day that are nourishing — herbal teas, broth, lactation drinks. I am the biggest warm drink fan, even at the peak of summer. And then there's the pump. After being tied to that chair with my other three babies, I knew that if I was going to make it work this time, with multiple kids to manage, there was simply no time to sit down to pump. I needed a wearable breast pump that worked with my actual life, not against it. This time around, I've been using the Breasties Utimate Double Wearable Breast Pump, and honestly, it's been a quiet revolution as a busy mum with no time to stop. While my old corded breastfeeding pump kept me stuck on the couch, this wearable breast pump slips into my bra and I get on with my day. I've pumped while making food for the older kids, while homeschooling, and while doing all the chores that happen when baby sleeps. For someone who needs to use a pump to support supply, a wearable breast pump has made it possible to keep going while still juggling the needs of three kids and a baby. As someone who cares deeply about what comes into contact with my body, I also love that Breastfriend wearable breast pumps are free from BPA, PVC, latex, phthalates, and nitrosamines. They're the lower-tox breastfeeding pump option I've found on the New Zealand market, and that's why they've earned a permanent place in my postpartum toolkit and on my low-tox directory. The Breasties with their nightlight feature on. For the mum in the trenches right now If you're struggling with supply, please know this: it's not because you're failing. Some bodies just need more support, and finding the right combination of tools takes time. Be patient with yourself. Focus on protein, rest where you can find it, and give yourself permission to use the tools that make this season more sustainable. Breastfeeding is not all-or-nothing. Every drop matters. And the version of breastfeeding that works for you and your family is the right version. If you'd like to try a Breastfriend wearable breast pump, you can use my code LTR for $25 off the Ultimate Wearable Double Pump. You've got this, mama. Sarah is a BreastFriend affiliate and may earn a commission from purchases made using her code. All views and experiences shared are her own.

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May 5, 2026

Breastie Care | Accidental Damage Cover | Terms & Conditions

Breastie Care We've got your Breasties covered. Terms & Conditions Effective Date: 4th May 2026 AT A GLANCE Price: $49.00 NZD (one-time payment with your pump purchase) Coverage: 12 months from the date you purchase your Breasties What’s covered: Accidental damage to your pump’s motor unit: drops, knocks, spills, liquid exposure and electrical surges What you get: A free replacement motor, shipped to you at no extra cost Claims: One claim per plan Who can buy: Available at checkout when you purchase your Breasties 1. What Is Breasties Care? Breasties Care is our way of making sure a mishap doesn’t get in the way of your pumping journey. Breasties Care (“the Plan”) is a product protection service agreement offered by BreastFriend (“we”, “us”, “our”). It covers accidental damage to your breast pump’s motor unit that happens during normal use. For the avoidance of doubt, this Plan is a service agreement and is not a contract of insurance. 2. Who Can Get Breastie Care? Breastie Care is available to add at checkout when you purchase a new BreastFriend Breasties breast pump through our official sales channels (breastfriend.co.nz or authorised retailers). It can’t be purchased separately or added after your order is complete. Each Plan covers one (1) set of Breasties and is tied to the original purchaser and the specific pump purchased. The Plan is non-transferable. Only one Plan can be purchased per pump set. Breasties Care is available to New Zealand customers only. 3. What’s Covered? We know things get hectic, your Breasties might take a tumble off the nightstand or have an unexpected encounter with a spilled drink. Breasties Care covers accidental damage to your pump’s motor unit from sudden, unintentional events during normal use, including: Drops and impacts: your pump gets knocked off a surface, dropped, or bumped. Liquid exposure: milk or other liquids come into contact with the motor unit. Electrical events: power surges, voltage fluctuations, or short circuits (not caused by a product defect). Other accidental damage: any other sudden, unintentional accident that damages the motor during normal use. When your claim is approved, we’ll send you a replacement motor at no extra cost. Shipping within New Zealand is on us. The replacement motor may be new or refurbished, at our discretion. 4. What’s Not Covered? We want to be upfront with you, Breasties Care is designed for genuine accidents, so there are some things it doesn’t cover: Deliberate misuse, abuse, or intentional damage. Cosmetic damage that doesn’t affect how the motor works (scratches, dents, discolouration). Loss, theft, or mysterious disappearance of the motor. Damage to accessories, flanges, diaphragms, milk collectors, valves, or anything other than the motor unit. Damage from unauthorised modifications, repairs, or disassembly, including repairs attempted by third parties. Damage from using an incorrect charger, non-approved power accessories, or incompatible power sources. Damage from not following the care instructions or user manual. Normal wear and tear. Any defect covered under the Consumer Guarantees Act 1993 or the manufacturer’s warranty, those are your existing legal rights and Breasties Care doesn’t replace them. 5. Something Happened — How Do I Claim? Don’t stress, mama, we’ll sort it out together. Here’s what to do: Get in touch within 14 days of the accident by emailing hello@breastfriend.co.nz. Your claim must also fall within your 12-month coverage period. Let us know your order number, and what happened. Send us clear photos or a short video showing the damage to the motor unit. Once we’ve reviewed everything and your claim is approved, we’ll ship your replacement motor within 5–10 business days. In some cases, we may ask you to return the damaged motor unit before we can approve your claim. If we request a return, shipping costs for the return are at your expense and we’ll provide the return address and instructions. We do need to keep things fair for everyone, so claims made in bad faith or involving deliberate damage will be declined. 6. How Many Claims Can I Make? Breasties Care covers one (1) claim. Once we’ve sent your replacement motor, the Plan is fully used and no further claims can be made on further motors. If you purchase a new Breasties in the future, you’re welcome to add Breasties Care to that order too. 7. About Your Replacement Motor Your replacement motor is provided to get you back up and pumping as quickly as possible. Please note: The replacement motor is not covered by a new Breasties Care plan. If you’d like coverage for a replacement motor, this would need to be purchased with a new pump. If the exact motor model is unavailable at the time of your claim, we’ll provide an equivalent replacement or, at our discretion, a store credit to the value of $114.00 NZD. 8. How Long Am I Covered? Your Breasties Care coverage starts on the day you purchase your pump and runs for twelve (12) months from that date. You’ll need to submit any claims before the expiry date, unfortunately we can’t accept claims after your coverage period has ended. 9. Pricing & Refunds Breasties Care costs $49.00 NZD (inclusive of GST) and is a one-time payment made at checkout. The Plan is non-refundable, including if your coverage period expires without a claim. The one exception: if you return your pump under our standard returns policy (unused and within the return window), we’ll refund the Breasties Care fee in full too. 10. Your Existing Rights Breasties Care is in addition to your rights under the Consumer Guarantees Act 1993 (CGA). Under the CGA, products must be of acceptable quality, fit for purpose, and match their description. If your pump has a manufacturing or design fault (i.e., something that isn’t your doing), you may be entitled to a repair, replacement, or refund under the CGA, whether or not you have Breasties Care. Breasties Care specifically covers accidental damage caused during normal use, which wouldn’t typically be covered under the CGA or the manufacturer’s warranty. 11. What Breasties Care Is (and Isn’t) Breasties Care is a product protection service agreement between you and BreastFriend. It is not a contract of insurance. BreastFriend is not an insurer and is not regulated by the Financial Markets Authority in respect of this Plan. All obligations under Breasties Care are fulfilled directly by BreastFriend as the seller and service provider. 12. Limitation of Liability Our total liability under Breasties Care is limited to providing one (1) replacement motor unit (or equivalent store credit as described in Section 7). We’re not liable for any indirect, consequential, or incidental loss or damage arising from the use of, or inability to use, your pump or any replacement part. 13. The Fine Print We may update these terms from time to time. Any changes will only apply to Plans purchased after the update, your existing Plan won’t be affected. This Plan is governed by the laws of New Zealand. Any disputes will be subject to the jurisdiction of the New Zealand courts. If any part of these terms is found to be invalid or unenforceable, the rest will continue to apply in full. 14. Get in Touch Got a question about Breasties Care? We’d love to hear from you. Email: hello@breastfriend.co.nz Website: www.breastfriend.co.nz

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April 19, 2026

You made it through a pregnancy filled with morning sickness, here's how to support your body for what comes next.

This blog is written by Emma Michelsen, co-founder of Aggie, who develop science-led supplements to support women through pregnancy. Emma has been a Hyperemesis Gravidarum sufferer with lived experience of successfully breastfeeding after being left depleted post-pregnancy. This is not medical advice, and we always recommend discussing any concerns you have with your GP, midwife or LMC team. If you've spent most of your pregnancy sick, this moment probably feels complicated. You're almost there. And if you're hoping to breastfeed, but your body feels tired in a way that is hard to explain, it’s normal to question whether you have enough left. This post is for you. It’s not a to-do list, we know there is already so much overwhelm filling up your mind right now, it’s more of an open conversation and a gentle reminder that you are doing great. What is Hyperemesis Gravidarum and what does it actually do to your body Hyperemesis Gravidarum isn't just bad morning sickness. For the people who experience it, it's months of severe vomiting, significant weight loss, dehydration, and nutritional depletion that can last well into the third trimester. The isolation of it, and the feeling of not being taken seriously, adds another layer entirely. If you want to understand more about what's actually happening in your body during HG, and why it hits so hard, the team at Aggie have written something really useful: Navigating Hyperemesis Gravidarum: Understanding, Coping, and Finding Support. There's also a fascinating piece on the science behind why HG happens at all: GDF15: The Breakthrough Behind Morning Sickness. The short version: your body has been working incredibly hard under incredibly difficult conditions. You're not starting this next chapter from a place of rest. You're starting it from wherever you landed, likely exhausted, depleted and for a lot of women, suffering from self-doubt. Can you still breastfeed after HG? Most people who have HG do go on to breastfeed. The body's ability to make milk is more resilient than people often expect, and HG doesn't directly damage the glands or tissue involved in milk production. There are a few things worth knowing going in. Prolonged vomiting and poor nutrition can affect some of the nutrient stores your body draws on in early lactation, particularly iodine, vitamin D, and B vitamins. This doesn't mean breastfeeding won't work, it just means that topping those stores up in the final weeks, even a little, gives you a better start. Hydration matters more than most people realise. Breast milk is mostly water. If dehydration has been part of your pregnancy, getting on top of fluids before birth is one of the most direct things you can do for your supply. Fatigue is a genuine factor too. Breastfeeding is physically demanding at the best of times. Coming into it after a hard pregnancy means your reserves are lower, and that's worth building your support around. Labour and the newborn stage is most likely going to impact exhaustion significantly, and you want to make sure you’ve rested as best as you can coming into this stage. Go easy on yourself, though. You’ve had a lot on your plate. If you're still on antiemetic medication, it's worth having a conversation with your midwife or LMC before birth about whether anything needs adjusting once baby arrives. Most commonly used medications are compatible with breastfeeding, but it's worth checking for your specific situation. What can help in the lead-up to birth None of this requires a perfect pregnancy. These are small, practical things for a body that's already done a lot. Drink little and often. Small sips throughout the day are easier to tolerate than large amounts, and more effective for hydration. If plain water still triggers nausea, which it does for many people with HG even late in pregnancy, electrolytes can make a real difference. Morning Relief by Aggie is available at BreastFriend and was made specifically for pregnancy nausea and vomiting. It has clinically studied ginger and electrolytes to help with hydration when drinking is still a battle. Eat what your body will take, without the guilt. If you're still eating crackers and plain rice, that's fine. Getting anything in is what matters right now. When you do have a window where food feels more possible, protein and complex carbohydrates are worth prioritising as they support the hormonal balance that plays into milk production. Have another look at your supplements. Folate, iodine, vitamin D, and B12 all matter for postpartum recovery and milk production. If you've struggled to keep tablets down throughout your pregnancy, ask your midwife or pharmacist about liquid or chewable alternatives. Even partial supplementation in the final weeks is better than none. Be honest with your care team about wanting to breastfeed. Your LMC can only support your goals if they know what they are. Let them know breastfeeding matters to you, so they can flag any medications that may need reviewing, connect you with a lactation consultant before baby arrives, and help you plan realistically for the early days. Ask your midwife about antenatal colostrum harvesting. Some people hand-express and collect small amounts of colostrum before birth. Ask your midwife when it would be a safe time for you to consider this. Having a little reserve can take the edge off the pressure in those first days, particularly if you're exhausted or baby takes time to latch. It's not for everyone and it's not recommended if you have a history of preterm labour or cervical concerns so please check with your midwife first. Rest is not laziness. At the end of a pregnancy like this, it’s ok to slow things down. Your hormones, your nervous system, your body will benefit from rest. A well-rested mum going into labour and the newborn days serves your baby far more than a ticked-off to-do list. What if breastfeeding doesn't work out? Fed is always best. Some people come through HG and breastfeed without much trouble. Some find it harder than they expected. Some can't, for reasons that have nothing to do with how much they wanted it, or due to factors in their pregnancy. And some choose not to breastfeed at all, because they know their body and their limits, and that's a completely valid decision. How you feed your baby is not a measure of your love or your effort. You grew this baby through months of being seriously unwell. That's already extraordinary. If breastfeeding is something you want to try and it gets difficult, get support early rather than struggling quietly. A good lactation consultant can make a real difference in those early days. And if you end up expressing, a hands-free wearable pump like The Breasties can genuinely help when you're already stretched thin. Going in with realistic expectations The first few weeks after birth are intense for any new mum. After HG, they might be harder than you expected, and it's worth being gentle with yourself about that. Ask for help before you need it. Be honest with the people around you about how depleted you are. You've already done something really hard. What comes next is hard too, but you're not doing it from nothing. You're doing it from everything you've already proved you can handle. Where to find support For morning sickness and HG: Morning Relief by Aggie Navigating HG: Understanding, Coping, and Finding Support Accessing Support When You Have HG GDF15: The Science Behind Morning Sickness Hyperemesis Support NZ Facebook Group: facebook.com/groups/885735235288936 Healthline (free, 24/7): 0800 611 116 For breastfeeding support: Your LMC or midwife Find a lactation consultant via NZLCA The Breastfriend Blog This article is for informational purposes only and is not a substitute for medical advice. Please talk to your midwife, LMC, or GP for guidance specific to your pregnancy and postpartum experience. References: American College of Obstetricians and Gynecologists. (2015). ACOG Practice Bulletin No. 153: Nausea and Vomiting of Pregnancy. Obstetrics & Gynecology, 126(3), e12–e24.

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Founder thoughts: The Breasties are "Sold Out" again, but that isn't the goal

Operated By: Marie-Claire Houtsmuller | Breastfriend NZ LTD | NZBN: 9429052665806

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My Low-Tox Breastfeeding Toolkit (And Why BreastFriend Made the Cut)

Breastie Care | Accidental Damage Cover | Terms & Conditions

You made it through a pregnancy filled with morning sickness, here's how to support your body for what comes next.

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