Just last week while cleaning out my desk, I came across a stack of cards: handmade Christmas cards and store-bought birthday cards, Mother’s Day cards with buttons and pins, and Valentine’s Day cards with stickers and pop-ups, or which sang. Proudly, and loudly. And while the sentiment behind each one was meaningful and the handwritten notes were sweet (hence why I saved them in the first place), not one card congratulated me for not talking “about my baby’s [bowel] movements all day” or for finally going to the bathroom alone. But I guess that isn’t Hallmark’s bag.
The good news is, that Mum’s Milestones — a greeting card company started by two Australian moms — is celebrating these hilarious, and slightly painful, parenting moments. And isn’t it about time?
Esti Zilber and Becky Feiner started Mum’s Milestones because — well — they felt “unrepresented.” In fact, Zilber told Mashable Australia that she and Feiner “were spending a lot of time together as new mums, thinking about how stuff we were talking about wasn’t being reflected to us in the products out there, and what was being posted on social media.” And so they started Mum’s Milestones, to help “new mothers and mothers-to-be see the funny side of what can be a pretty crazy yet wonderful time.”
Needless to say, they didn’t have trouble finding a grateful audience: Not only are new moms everywhere looking for a laugh, but it turns out, many also love the notion that the “little things” can and should be celebrated. As a result, Mum’s Milestones — which only launched a few months ago in March — sold out of their first run of cards after just one month.
Zilber thinks the reason for their runaway success is due to the unapologetic humor and brutal honesty. I certainly have to agree there.
“We [Zilber and Feiner] were having a laugh at how these ‘baby milestones’ were being celebrated with these beautiful photos of babies, but no one was really acknowledging what mums were going through,” said Zilber.
And feeling acknowledged in those early months of motherhood is so important — as is feeling heard and understood. Of course, laughter helps, too. (Trust me, sometimes the only way to get through those sleepless days — and nights — is to find the funny in things like your baby’s explosive diarrhea or your own leaking breasts.)
And as if Mum’s Milestones wasn’t awesome enough already, here’s the best part: Zilber and Feiner are dedicated to helping mother’s dealing with postpartum and perinatal mood disorders, and as such, a portion of the card’s profits will go to PANDA — an Australian perinatal anxiety and depression charity.
“It’s important to acknowledge that these very much came out of a place that [motherhood] is not all roses, and that it’s not always easy to ask for the help you need,” Zilber explained. “When you’re a new mum, you’re so focused on the baby that sometimes you forget to put yourself first.”
So the next time you’re headed to a baby shower or to meet your BFF’s new bundle of joy, consider bringing a box of these cards — for a good laugh and a good cause.More On