It’s International Breastfeeding Week, and here at Maia Mum, we’re raising a (leak-proof) cup to every breastfeeding journey—because they’re all different, and they’re all worth celebrating.

Whether you’re breastfeeding around the clock, combo feeding, exclusively pumping, or just learning the ropes, this week is all about supporting, empowering and educating families on the importance of breastfeeding—and making sure mums get the care they deserve too.

 🌏 What is International Breastfeeding Week?

Held every year from 1st to 7th August, World Breastfeeding Week is a global campaign coordinated by the World Alliance for Breastfeeding Action (WABA). The goal? To highlight the benefits of breastfeeding and strengthen support for mums in every community, from hospitals and homes to workplaces and beyond.

This year’s theme? “Closing the Gap: Breastfeeding Support for All”—because no one should feel like they’re doing it alone.

💛 Why It Matters (Especially in New Zealand)

Breastfeeding offers amazing benefits for both baby and mum—from antibodies and bonding to a lower risk of illness and faster recovery postpartum. But let’s not sugar-coat it: breastfeeding can also be hard, especially in those early weeks.

In Aotearoa, around 80% of mums start out breastfeeding, but many stop earlier than they’d like due to lack of support, pain, or pressure. That’s why raising awareness—and making space for honest conversations—is so important.

🍼 What Breastfeeding Support Really Looks Like

Here’s what true support means (hint: it’s not just about how much milk you make):

* Having access to lactation consultants and midwives who listen
* Normalising feeding in public, whenever baby needs
* Encouraging rest and recovery—not pressure to “bounce back”
* Giving mums the tools and products they need to care for their bodies (hello, nipple cream!)
* Reminding every mum she’s doing a bloody good job

Breastfeeding is amazing. It’s also raw, real and sometimes downright painful. That’s why we’ve created gentle, natural products to support you every step of the way—from our Heal-It Nipple Cream and silver nipple cups, to hydrogel pads, milk shells, and reusable breast pads that save both your shirts and your sanity.

We’re here for the cracked nipples, the cluster feeds, the “is this normal?” moments, and everything in between.

Let’s support each other with less judgement, more kindness, and practical tools that make feeding just a little bit easier.