In the heart of Co. Clare, a unique business, has been quietly revolutionising the way we support breastfeeding mothers. Mama’s Boobie Box, founded by Petrina O’Halloran 2021, has rapidly grown from a small startup to an international success story, offering a range of innovative products and unwavering support for new mums. Born out of Petrina’s own challenging breastfeeding experience with her first daughter in 2018, this company has become a beacon of hope and practical assistance for mothers navigating the often-difficult waters of early parenthood.

Petrina’s journey from struggling new mum to award-winning entrepreneur is a testament to the power of personal experience in shaping business goals. After receiving numerous baby gifts but nothing for herself as a new mother, she identified a crucial gap in the market. This insight led to the creation of Mama’s Boobie Box, which initially offered curated gift boxes filled with breastfeeding essentials. Since then, the company has expanded its product range to over 40 items, including bespoke designs like their multi-use breastfeeding cover and a unique breastfeeding journal. The business has also grown internationally, with wholesalers in the UK, Switzerland, and Australia, alongside a strong presence in Ireland.

I interview Petrina to find out more:

1. What inspired you to start Mamas Boobie Box, and how did your personal breastfeeding experience shape the company’s mission?

In 2018 after the birth of my first daughter, I had a very hard time breastfeeding and received very poor advice. I had a difficult time sleeping and thought there has to be an easier way than this. I was 6 weeks postpartum when I came up with the idea. After I had the baby, I received loads of baby gifts. All of them were for the baby, there was nothing for the mum. The idea sat in my head for 2 years. I began to create some packs together to give to friends and family. They loved them, but I was hesitant to do anything with the idea. We moved back to Ireland in 2020 and it was after that that I started the business in its infancy.

2. Can you tell us about the products that you sell now and how they have evolved since the beginning of the company?

Started off with the original gift box which has 7 products in it. Everything around the practical essentials for breastfeeding, including an informative guide and more community support and a range of breastfeeding info. I then expanded the range within a year to 40 products and 15 different types of gift boxes. In 2023 I took over an established UK brand called Breastvest. After this I designed my own breastfeeding cover and then created a breastfeeding journal.

3. How have you gone about developing a community and support for breastfeeding mothers?

I started social media before the website, I created an Instagram account and shared my journey and tips around breastfeeding in 2020. I also began to give information that wasn’t online. I slowly built up the community. Then during lockdown I offered zoom calls, I started with small groups 2-6 people and then that developed into a WhatsApp Group and then I launched a free breastfeeding guide supporting you through breastfeeding and common questions that they may have in November 2024.

4. Tell us about any awards or recognition that you have won?

Nominated for Best breastfeeding business by friends of breastfeeding in April 2023.

Shortlisted for Best newcomer Network Limerick in July 2023

Awarded Bronze for Breast Breastfeeding Product for our Original Gift Box in Jan 2024 at the Pregnancy and Baby Fair Awards

• How has the business expanded since 2021, particularly in terms of international wholesale and product manufacturing?

Since I started wholesaling in 2023, I started with 3 wholesalers. Now have 18; 1 UK, 1 Swiss, 1 in Australia and the rest in Ireland. Our plan this year is to get established in Europe. In terms of percentage 40% of sales are in Ecommerce and Wholesale in Ireland and 60% are exports. The Irish market is too small, small Irish companies like ours must expand internationally to be successful.

6. What events do you find most effective?

I think Trade Shows are very effective. I have been to the Harrogate Nursery fair in the UK before and that was very successful. The Kind + Jugend fair takes place in Cologne in September. I’ll be going to that. I was at Showcase 2024 and finally we finished last year with the Gifted Fair in the RDS in December. It is all about meeting people and stockists. I also meet a lot through LinkedIn or through introductions from my network of people that I meet there.

7. Can you share more about your same-day dispatch worldwide and your base in Co. Clare, Ireland?

I’m based in Co Clare. I have a purpose-built office there and that helps a lot. Anything in Ireland or the EU I send directly from there. If it’s in the UK I use an outside company based in the UK, because of Brexit I send some internally from the UK to the likes of Australia due to red tape and rules around exporting.

8. What are your expansion plans for 2025?

I want to really focus on the products that are going to be the most impactful for breastfeeding mothers. I already have a large range of breastfeeding essentials but I want to ensure that any breastfeeding mother can get the product she needs through my website, and not have to go to a competitor to get something specific. 

In terms of growth as I’ve mentioned I’m just looking for new opportunities in the UK and EU. I want to match with companies that meet with my mission and help breastfeeding mothers throughout the world.

9. Can you tell me more about the Radio Show you do on Clare FM?

I’ve had a feature on Clare FM for 3 years. I was on their show speaking about breastfeeding and they asked me to do a show every 2 weeks talking about different parenting issues or breast feeding. I cover a wealth of topics and if you want to listen to them most are covered on my website. You can find them here:

10. Are you fans of any other people’s companies and programmes in Diversity, Equity and Inclusion?

I love HerSport.ie and everything they do for promoting women’s sport in Ireland. I also follow The Female Quotient and their interviews with female entrepreneurs and leaders.