Hope Parish and Daniela Jensen know what it’s like to have an infant and a busy schedule.
The Barrington moms have eight children between the two of them and together, the two are launching a national product aimed at making sure moms just like them can care for their youngest while keeping up with the rest of their family.
The NuRoo pocket is a baby wearing shirt designed to give a mother and her baby skin-to-skin contact that simultaneously allows mom to stay mobile and active. The garment, which goes on in four steps, keeps babies up to 3 months old pressed against their mothers chest.
It’s a type of kangaroo care that has reportedly been found to have numerous physical benefits for babies and their mothers. Sixty minutes of skin-to-skin reportedly triggers the release of hormones that improve sleep quality, brain development and immune system strength among other aspects.
Mothers also reportedly benefit through increased recovery time, increased milk production and reduced risks of postpartum depression.
The garment’s motto – “closest to mom, best for baby – is indicative of these benefits.
Ms. Jensen and Ms. Parish met at a school Christmas party in late 2011. They both had newborns and Ms. Parish had recently discovered a lack of any kind of product that allowed a mother to stay skin-to-skin with her child without being bound to a bed or a couch.
“When I came home from the hospital with my baby, I would find the tightest fitting top in my house, a tanktop because it was the middle of summer,” Ms. Parish said.
“I would literally snake her under my top, her head would pop out the neckline of my shirt and I thought it was a really great idea.”
Ms. Parish, a physician assistant, wasn’t sure what to do with her idea. As fate would have it, Ms. Jensen had a marketing background. She previously worked for Hasbro.
“We were truly the perfect pairing,” Ms. Jensen said.
The two worked with a sourcing agent to help find a manufacturer and prepare for production. While the concept itself was easy enough to nail down, both said picking out a pattern, color scheme and name were some of the more challenging parts of the process.
Later, the duo pitched the product to Babies R’ Us, hoping their invention would be good enough for a follow-up meeting.
Babies R’ Us didn’t ask for a second meeting. Instead, the company requested a six-month exclusive on the product. It will be available in stores and online next month. The product is also available at Women and Infants Hospital.
“It was really exciting in the sense that you can tell they grasped the concept,” Ms. Parish said.
“They felt really excited over it.”
Ms. Parish said one future goal is to have the NuRoo Pocket in hospitals. Ms. Jensen said the duo is working on new products for the line.
For more, visit www.nuroobaby.com.