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New Business Keeps Nursing Under Wraps

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By SUZANNE M. SCHMIDT

IN THE LOOP

Published: March 25, 2009

Even though breast feeding is making a comeback, many moms might not like the idea of feeding their baby in public. This is why Sherri Spaw of Wesley Chapel started selling maternity ponchos.

According to Spaw, Under Wraps Nursing Ponchos by Victoria Laurin & Baby, a company she owns, provides a way for moms to look stylish while fulfilling a purpose.

"Some women have no problems with exposing themselves in public to feed their child," Spaw said. "I knew the benefits of breast milk, but I needed more privacy. It is an inconvenience to have to go and hide in a bathroom or back room while feeding your child. I don't eat my dinner in a public bathroom, why should my child?"

The ponchos are made of either cotton gauze or rayon spandex so that the material is light and babies are able to breathe underneath it. The fabric is also very soft so it doesn't irritate the baby's skin.

Kelly Walls of New Tampa has been using the poncho to feed her 1-year-old daughter Makayla and said no one even notices. She said the ponchos are so inconspicuous that she was able to nurse her daughter while at a school graduation, at the beach, at the Gasparilla Children's Parade and even at the mall during holiday shopping madness.

"It is one of the most important accessories in my diaper bag besides the diapers," Walls said. "It has made a world of difference. I can enjoy my freedom while still being able to nurse any place at any time. It is also fashionable and I save money not having to buy nursing shirts. The ponchos are lightweight and airy enough to use even on a hot day at the beach."

The ponchos are wide around the top so that baby and mom can still see each other, which is another detail Walls said she loves.

"I can look at her and she can look at me," Walls said. "It is so private that people can walk by and never even know."

Not only does the poncho cover the baby while nursing, Spaw said it helps pregnant and new moms to feel more comfortable covering up the extra weight gain. She said moms can also use the ponchos after breast feeding is over as a fashion accessory.

"There are a lot of moms who don't go back to their pre-baby bodies instantly," Spaw said. "This helps to cover the excess curves because it covers the front, back and sides. It is also great because moms can wear their normal tops and just put this over it."
Spaw said she was motivated to breastfeed all four of her children because of the health benefits.

"It helps with their immune system," she said. "There have been different studies that suggested it helps with their brain development and it reduces their chances of getting sick. There are also studies that suggest it helps the mother to prevent different types of cancer. Not only that, it also helps form emotional bonds between the baby and the mother and it is of course cheaper then buying formula."
Spaw said she selects the fabric for the ponchos and then sends them to local small businesses to be sewn together. She said she is always trying to find fabrics that will coordinate with what is in fashion right now. For more information, visit victorialaurin.com.

Reporter Suzanne M. Schmidt can be reached at (813) 948-4288 or sschmidt@mediageneral.com.

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