In honour of International Women's Day, we're shining a spotlight on our founder Aimee, the visionary founder behind Pippeta, whose personal struggles as a mother inspired her to create accessible solutions for families everywhere.
A Solution Born from Necessity
When Aimee and her husband Carlo welcomed their children into the world, they encountered a frustrating reality many parents face: a lack of high-quality, practical feeding products that didn't break the bank.
"Pippeta was born from our own parenting journey," Aimee explains. "In 2020, as parents of three, we struggled to find high-quality, safe, and practical weaning products—so we created our own."
What began as a line of premium food-grade silicone weaning products quickly expanded when Aimee reflected on her own breastfeeding experiences.
"Following my breastfeeding journey with my eldest two, I realised that many wearable pumps on the market were either too expensive, uncomfortable, or impractical for busy mums," she shares. "I knew there had to be a better solution."
This realisation led to Pippeta evolving into a full feeding brand, offering thoughtfully designed products supporting parents from breastfeeding through to weaning and beyond.
Making Quality Feeding Products Accessible to All
Aimee firmly believes that access to quality breastfeeding products shouldn't be a luxury reserved for the few.
"Breastfeeding is a deeply personal journey, but it shouldn't be a privilege," she states. "Every mum deserves access to the right support and products to make that journey easier."
This belief forms the foundation of Pippeta's mission: creating beautifully designed, functional, and affordable pumps that give mothers freedom, flexibility, and confidence in their feeding choices.
"Too often, we see mums feeling overwhelmed by the cost of breastfeeding essentials or struggling with products that don't fit seamlessly into their lives," Aimee notes. "Every mum deserves the chance to make feeding choices based on what's best for her and her baby, not just what's within budget."
Support Beyond Products
Pippeta distinguishes itself by recognising that feeding journeys require more than just well-designed products—they need comprehensive support.
"We know that breastfeeding comes with both emotional and physical challenges," Aimee acknowledges. "Research shows around 60% of mothers experience lactation difficulties as a key reason for stopping earlier than they'd like."
This understanding has shaped Pippeta's holistic approach to supporting mothers:
"Every pump purchase includes free lactation guidance from our in-house IBCLCs, ensuring mums get expert advice when they need it—whether via email support, professionally written blogs, or videos," Aimee explains.
Celebrating Real Families
When asked about her most rewarding moment with Pippeta, Aimee lights up discussing the recent rebranding campaign.
"We wanted to move away from the polished, unrealistic imagery often seen in the baby-feeding space and instead celebrate the real, raw, and beautiful moments of parenting," she shares.
The team put out a call on social media for real Pippeta families to participate in their photoshoot. The response was overwhelming, with hundreds of families applying.
"Listening to their stories, from the challenges of breastfeeding to the realities of balancing work, childcare, and feeding routines, was incredibly moving," Aimee recalls. "Seeing these real families in our campaign, showcasing the modern complexities of feeding, was a full-circle moment for us."
Looking Ahead
The future is bright for Pippeta, with several new products launching in the coming months.
"We're about to launch a brand-new, improved hands free breast pump that will be the first of its kind in the UK, Europe, and Ireland," Aimee reveals. "We've worked closely with our board of experts and taken recent research into account to create a pump that is multi-functional, making feeding easier and more convenient for mums."
Set to launch around June 2025, this revolutionary. breast pump represents Pippeta's commitment to addressing the real needs of parents.
Advice for New Mothers
Drawing from her personal experience, Aimee offers heartfelt advice to mothers feeling overwhelmed by feeding pressures:
"Give yourself grace. No one expects perfection, and every mum's journey is different. It's okay if things don't go as planned, and it's okay to ask for help."
Aimee emphasises the importance of flexibility and trusting your instincts: "It's okay to adjust your feeding plan as you go. Listen to your baby, and don't be afraid to explore different options that work for both of you."
This understanding has directly influenced Pippeta's product philosophy. Rather than adding complex tech features that can contribute to maternal stress, their pumps are designed to be simple, affordable, and intuitive.
"Remember, you're not alone, and there are always resources and support available to help you through those tough moments," Aimee concludes. "You've got this, and you're doing an incredible job, even if it doesn't always feel like it."
This International Women's Day, we celebrate Aimee and the countless women entrepreneurs who identify needs in their communities and create solutions that lift others up. Pippeta's story reminds us that some of the most impactful innovations come from personal challenges transformed into opportunities to make a difference.
Leave a comment
This site is protected by hCaptcha and the hCaptcha Privacy Policy and Terms of Service apply.