"Millennial Parenthood and Market Needs: When you're having a baby in your thirty s and you're established and you're in the workforce when you're younger, in your 20s, those are totally different needs. And now that I have children, I think a lot of this is borne out, which is as soon as you become pregnant, it's like this monumental shift. It's a super exciting time, but it's also a time when your entire identity changes."

"Entrepreneurship Lessons: So we simply didn't have the cash on hand or the expertise. And there was definitely some ego that if I had to look back at that, we made a lot of mistakes because we just simply didn't know."

"Innovative Approaches to Fashion Startup: 'We went to a maternity showroom and we found a brand that had a fabric that was similar to what we thought we wanted to use. So that brand that was already working in a fabric we wanted to work in and already making maternity clothes, we said, hey, any chance you're willing to add some of our stuff into that? And it was an interesting relationship and it did help us fast forward because they kind of already knew the maternity silhouettes and customer and the fitting and it worked out until it didn't'"

"Startup Hustle in Fashion Industry: It's like in the garment district. In the beginning was very manual in terms of what we did. And then compared to now, where we make 90% of our garments overseas and the process is obviously a lot different, managing 100 pieces and taking them to screen print by myself. And I also did fulfillment by myself."

"Successfully Navigating the Maternity Space: And so we're like, all right, we think we can catch people's attention through really fun kind of now. It's interesting as the maternity space has evolved, a lot of it feels very normalized. But when we were first starting doing this, a lot of the ways that we were talking to pregnant people felt like that's kind of, like, interesting. And so we kind of played with copy, and we tried to put ourselves out there as different compared to what the kind of bigger players in the space that were dominating the space."

"Influencer-Affiliate Synergy: And I think influencer and affiliate are very closely aligned for us. I know they aren't for every company, but for us they're very closely intertwined."

"Challenges in Marketing Attribution: And so that is something that we struggle with to figure out exactly who's doing what and what's coming from where. Our best influencers, as crazy as it sounds, our best influencers, they have a direct product tie, so we have an influencer that we work with literally every time."

"Challenges in Maternity Marketing: Most people aren't thinking in that same way and dreaming. They may be dreaming of having a child, but they're probably not dreaming about what maternity clothes they're going to wear and the way that they might write something down when they see it out of context."

"TikTok Marketing Strategy: Whether you have 20 followers or you have 20 million followers, we want at least one of the videos where you're nursing your child to be in a stork bra. And right now, TikTok is very much the Wild West for us, where we just want somebody who finds also themselves stuck in that flow because they're probably pregnant or nursing, they find themselves in that flow to see in the background."

"Product Quality over Newness: I believe fundamentally we make the best pair of maternity leggings on the market because we've been making them since 2014. And at this point, we've tried them on hundreds of thousands, if you consider our customers."