For Kelsey Garlock, nursing and pumping in public meant a ritual of discomfort — wrestling with covers that didn’t work, shivering in parking lots, and feeling far from herself.
As a mom of three, she faced every feeding challenge: low supply, tongue ties, and the constant juggle of motherhood. Instead of accepting the frustration, she designed a solution: a stylish sweatshirt with a discreet, two-way invisible zipper that made breastfeeding and pumping warmer, easier, and more dignified.
E-Commerce Roots and a Founder’s Mindset
Before Movemama Apparel, Kelsey honed her skills managing Amazon accounts and selling baby products online. Those early days taught her a hard truth about margins — marketplaces take a cut that can crush your profits.
That’s why, when she launched her own brand, she made her Shopify store the home base and used Amazon as a secondary channel.
Prototyping in Real Life
The road from idea to product wasn’t seamless. Kelsey worked with multiple factories, refining her specs with each round until she had something she was proud to ship.
“Quality is a process,” she shares. “You have to get clearer every time.” That iterative approach now shapes every new design in the Movemama line — from sweatshirts to dresses, all built for comfort, confidence, and longevity.
Content That Builds Community
For Kelsey, marketing is about conversation, not constant sales pitches. Her Instagram isn’t a catalog — it’s a collection of relatable moments, from the chaos of mom life to the small wins that make it worth it. Products appear naturally in these stories, building trust and loyalty with her audience.
Seasons of Business and Life
As both a founder and a mother, Kelsey has learned to work in seasons. She plans annually and weekly, knows when to sprint and when to slow down, and isn’t afraid to ask for help. It’s this intentional balance that allows her to sustain both her business and her life.
Lessons from Kelsey Garlock
- Start with one painfully specific problem.
- Own your margins — marketplaces are secondary, not home base.
- Prototype in public, but with control.
- Lead with relatable content, not constant sales.
- Build your business — and your life — in seasons.
Win Your Own Movemama Must-Have
We’re giving away a Movemama Apparel favorite to one lucky listener — the same invisible-zip design that started it all. Designed for warmth, comfort, and confidence, it’s a piece you’ll wear long after your breastfeeding journey.
Connect with Kelsey:
- Website: movemamaapparel.com
- Instagram: @movemamaapparel
- Amazon Store: Move Mama
