After breastfeeding her second baby Koda, who’s now six months old, Salt Lake City mompreneur Lindsay White told Dearly she was tired of being scolded for nursing in public.
In her company’s blog, she recounted the time she was at a wedding and a woman walked over to her and said, “Do you really think you should be feeding him here? This is a nice event. Maybe you should go to the bathroom dear.”
White confessed to Dearly that her first reaction was:
“Are you insane! I’m not feeding my son in a bathroom stall.”
She brushed off the woman’s request with a polite “‘no thanks,'” but used this incident to launch a new business idea and her #dropthecover movement.“Wherever mama eats, baby eats.” Screenshot/Instagram
In addition, White collaborated with “independent, woman-owned design collective” Gravel & Gold and asked if she could use their print to design a breastfeeding blanket.
The San Francisco shop thought it was a genius idea.Screenshot/Instgram
As White told Dearly:
“It’s super scary breastfeeding for the first time because you don’t know what you can and can not do. It can be intimidating.”
With her first child Allie, now six, she said:
“I didn’t have enough strength to stand up for myself when someone asked me to cover up.
People look at a cow feeding her calf and think it’s beautiful but when a human mom feeds her baby in public, it’s offensive.”
In response to public scrutiny for nursing in publc, White ended up producing and selling the black-and-white “Boobs” nursing blanket with Gavel and Gold’s print.
In her blog, she explained that The Baby Blanket designed “with BOOBS, of all different shapes and sizes” is her ultimate way to say to judgy strangers, nursing in public is normal. White explained this is her way of empowering breastfeeding mothers to stop hiding in bathroom stalls and dressing rooms “because they are afraid of the comments they’ll get.”
She told Dearly:
“If people get offended with you feeding in public, cover up. But with more boobs.
People may give you dirty looks for nursing in public but once they see the blanket, they’ll know you’re not intimated and won’t approach you.”
Many of her customers could relate:
@ohsoantsy I love being able to feed her wherever we are! We love our boob blanket. I feel proud to be breastfeeding her and letting everyone know it.
@tassoiam I can’t wait to have one of them blankets … maybe a new boppy cover??
@austinandemmett I had this in a coffee shop. An elderly lady kept looking over at me and then when I finished feeding she got up and came over. I thought she was going to say something negative but it was quite the opposite. She told me to never feel like I had to go to a bathroom to feed and how lonely it was to see a young person feeding. Made me feel amazing.
White said her blanket was a hit with moms — but that Facebook saw things differently.Screenshot/Lindsay White
In an effort to increase sales and exposure, White had advertised her product on Facebook. She was furious when she found out her ads were pulled because her “Boobs” blanket image promoted a “sexual or adult product.”
She explained to Dearly:
“I was shocked. So shocked.
We’re so used to breastfeeding not being normal but it’s the world we live in. This is exactly why I created the blanket.”
She said that earlier that day, before her ad was pulled, Facebook ran bra advertisements on her page.
“They can show this but won’t approve my ad?”
On Instagram she posted a response to the event:Screenshot/Instagram
And later when the incident was reported by various news sites, it sparked a mixed reaction:
White commented to Dearly that, despite the negativity, “so many people have been supportive.” Moving forward, her focus is not on the ads but on her company’s full-blown mission to normalize nursing in public.