Mamascarf breastfeeding scarf in the media

	ITV Central News: Be Your Own Boss (business feature)

	SKY News Business case study: VAT rise

	ITV - This Morning Mum of three, Sheree Murphy 33, has rounded up a selection of the best newest gadgets and gizmos around including a new scarf, designed by a breastfeeding mother, to allow other mums to breastfeed their baby discreetly in public.

	BBC TV - Working Lunch Faced with redundancy, Keira o'Mara decided to start up a new company inspired by her own experiences of breastfeeding in public.

	GMTV Keira O’Mara on GMTV discusses the impact of the postal strike on her business Mamascarf.

	SKY News Keira O’Mara on SKY News discusses the impact of the postal strike on small businesses.

	ITV Central News Breastfeeding scarf business owner Keira O’Mara talks about the potential impact of postal strikes on her business, Mamascarf.

	"Breastfeeding under Wraps: Keira O'Mara, the 32-year-old entrepreneur behind Mamascarf – which allows a nursing baby to be cradled within a sling – says your view probably depends on how open you are about your body. A mother of two, she says that when breastfeeding her first baby, "I would find myself getting really flustered and feel like everybody was looking at me. But it was far more about my attitude to my body than it was about society's attitudes." Wearing the scarf reassured her that no one could see anything. Ex-Spice Girl Melanie C has used the cover-up with her daughter Scarlet, now one, on the basis that she "was very self-conscious about needing to breastfeed in public places".

	"Make the most of a gap in the market to help your busy lives: Keira O'Mara founded Mamascarf in 2008. When my son now three, was a baby, I was always trying to cover up when feeding in public but found nothing was effective..."

	Celeb Mums Rock! Get the look and the lifestyle of these A-list mums, www.mamascarf.co.uk

	Colleen Nolan says "buy it" Pippa Thomas, 32, from West Sussex, is mum to Alfie, 15 months. “When I first had my son, I hated breastfeeding when I was out and about because I felt self-conscious. Then I bought a Mamascarf – it looks like a scarf but lets you feed your baby so discreetly most people don’t even know you’re doing it. It gave me the confidence to go out, and I’ve recommended it to all my friends.” Mamascarf, www.mamascarf.co.uk

	Financial Mail on Sunday - "Talented women recognised in awards for "smartest" small businesses.

	"The discreet breastfeeding debate. Want to breastfeed in public but avoid leering, jeering onlookers? Maybe you need the Mamascarf, recently launched by promotions executive Keira O'Mara. As its name suggests, this is a scarf that can be wrapped around a mother's neck and a hungry baby, for discreet breastfeeding..."

	"Public breastfeeding is a big issue in this country despite the campaigns that drive home the message breast is best. You can alienate people by pushing the health message too much......I set up mamascarf.co.uk to help women breastfeed in public without feeling worried. The scarf covers your tummy and breast but, importantly, you can still see baby and they can see you."

	"For your little bundle of joy. Mamascarf is a revolutionary new design that not only allows mothers to breastfeed discreetly, but also provides essential support without the need for a cushion. Mamascarf was designed by a UK mum..."

	Nursery Industry magazine - "Editors Choice: Breastfeed discreetly in style. The Mamascarf allows mothers to breastfeed stylishly and discreetly, providing essential support without the need for a cushion..."

	"The Mamascarf, a shawl that turns into a baby hammock to protect mums modesty while breastfeeding, has been invented by Keira O'Mara, 31, of Birmingham"

	"Shawl Aid for breast feeders. A young mum has developed a special "shawl" which protects a woman's modesty while breastfeeding in public. Keira, 31 from Birmingham, developed the idea after being made to feel uncomfortable while feeding her son Sam in public..."

	"Secret Feed. New mother Sarah Trewren breastfeeds 12 week old Henry using a discreet feeding scarf. The Mamascarf was designed by Keira O'Mara after she was humiliated by drunk men while feeding her baby boy, covers the upper body to make it hard to tell if a woman is breastfeeding."

	"Birmingham mum's business idea for breast-feeding mothers "An enterprising Birmingham mum is hoping to beat the credit crunch with her innovative product for breast-feeding women. Like many new mums, Keira O’Mara often felt awkward breast-feeding her son in public..."(Birmingham Mail 3/3/09)

	"Mum has winning idea. Find out how one mum turned her clever design into an award winning one"


	Nursery Online - "Mamascarf awarded Best Buy" Mamascarf®, the celebrity breastfeeding accessory that allows mums to breastfeed discreetly, comfortably and stylishly has been awarded "My Best Buy" by I'm Pregnant magazine, allowing the logo to be used on their packaging and marketing material.

	After having her own baby and realising the difficulties mothers face when breastfeeding in public, Keira O'Mara decided to come up with a solution to this age old problem.

	Orange magazine - rise of the mumtrepreneur

	Nat West Sense magazine - Keira is the owner of the award winning Mamascarf

	Sunday Post magazine - We're living the dream

	I'm Pregnant magazine - Keep it natural. Some ideas to keep breastfeeding stress free

	Green Parent Magazine - Feed when you need to

	Practical Parenting Magazine - Awards winners and finalists list

	Now Celebrity Mums & Babies magazine - fashion feature

	20 of the best eco buys. A cotton scarf that makes breastfeeding anywhere stress free, mamascarf.co.uk

	Mother & Baby - "Lets Shop! Mamascarf is just the thing for breastfeeding your baby discreetly and comfortably when you're out. Built in support means there's no need for a cushion...."

	Pregnancy & Birth - "Meet the Family. I launched my own business Mamascarf a year ago, when I found breastfeeding my baby Sam, difficult. I created Mamascarf for breastfeeding mums...."

	Practical Parenting magazine (cover image attached) "How to cope when you're out and about - Wear loose clothes to make it easier to feed and take a shawl if you are feeling self conscious or invest in this Mamascarf, mamascarf.co.uk for discreet feeding."

	"A winning idea! Mamascarf is a great new product that allows you to breastfeed your baby discreetly and provides support without the need for a cushion..."

	"Designed by a mum, who found that her baby kept wriggling around while she was trying to breastfeed in public, the Mamascarf is a revolutionary new design that not only allows mothers to breastfeed stylishly and discreetly, but also provides essential support without the need for a cushion!"

	"And the winner is… The winner of the PR competition is Keira O’Mara because of the sheer volume of coverage she has generated"

	"Is it ok to breastfeed in front of men or older people? A mothers instinct is her best guide as to how to handle breastfeeding when there are men around. If you wnat to be discreet you can splash out on feeding tops and scarves (check out mamascarf.co.uk)..."

	"We love this clever Mamascarf. The design means you can protect your modesty while breastfeeding, and it's supportive enough to hold your baby securely in the optimum position while you do so. And when you have stopped breastfeeding? Wear as a cosy wrap! See www.mamascarf.co.uk"

	"Shopping - Best buys for breastfeeding. Breastfeeding scarf, from mamascarf.co.uk"

	"Baby Brain Fact or Fiction?"When Sam was tiny and I was getting three hours sleep a night, I designed a product called the Mamascarf for breastfeeding mums and set up my own business..." (Pregnancy & Birth magazine, February)

	"Hot products - Mamascarf is a revolutionary new breastfeeding scarf that not only allows mothers to breastfeed stylishly and discreetly but also provides essential support without the need for a cushion." ( Baby Hampshire Magazine)

	"My Best Buy. New mums reveal the items that make their lives that little bit easier. Just to let you know that my daughter loves the Mamascarf..."

Early Times	"Clever Brum Mum. Faced with redundancy, Birmingham mum, Keira O’Mara, decided to start up a new company and create the Mamascarf, inspired by her own experiences of breastfeeding in public…"

	"New mum Mel C is a fan of my breastfeeding scarf. Settling down to breastfeed her son in a cafe, Keira O'Mara couldn't help but notice the disapproving stares... "

	The breast way to feed. "Mother invents discreet feeding shawl..."(B'ham Mail Extra 12/2/09)

Beetroot and Gherkins blog	"Another fab find is the Mamascarf. This was something I found extremely useful as it's great being able to feed with your support cushion at home, but this helps when you are out and about by lifting the baby up to you. It covers you before and after feeding. Which is great for getting baby latched on properly with out Tom, Dick, Harry and everyone they went to school with seeing your nipple! I find this useful when feeding at my Grandparents house as although they are completely supportive of my feeding, my poor Gramps does blush if he accidently see's a flash of tit! Well worth the £17.99, this lives in my change bag and I use it regularly."

Deep in Mummy Matters blog	"My Mamascarf has gone everywhere with me, I’ve used it to feed at home in front of “shy guests”, whilst out shopping, in restaurants, in the park – the list is endless. I love the fact that it has a storage pocket for my breastpad, so I don’t have to try to sneak it into my bag or find it stuck to the bottom of my coffee cup when I’ve accidentally used it as a coaster!"

Does Mommy love it blog	"Having to breastfeed on the go is something that all nursing moms are forced to deal with. Having a cover up that is discreet, easy to use, and comfortable has been difficult until Mamascarf came along! The award winning, European designed Mamascarf is just that, a scarf for nursing mothers that doubles as a wonderful nursing cover!"

4Baby and Mom blog	"Stylish and available in neutral colors that coordinate with almost any outfit, the Mamascarf ties around your neck and shields any onlookers from your breast feeding experience. Your child can play with the fabric, without it falling or exposing you, and it's sturdy enough to provide a little extra support when your pillows and cushions just aren't available..."

	A great independent review by a breastfeeding journalist

	Independent review by Babyccino

	Mamascarf the breastfeeding scarf "The Mamascarf was designed by a mum who despite covering herself found that her baby kept wriggling around, plus she also ached as she missed the support of her support cushion, so she decided to design something that could take care of both needs..." (Bambino Goodies.co.uk 27/2/09)

	"Here at ThinkBaby we love the new Mamascarf, a light, easy to use and flexible 'shawl' which not only allows you to get close and comfortable in order to breastfeed discreetly, but also helps you clutch your baby close to you so you don't need to use a feeding pillow to support your child during the feed." (thinkbaby.co.uk)

	Keira O'Mara and Zoe Williams talk about the Mother & Baby article on breastfeeding

	Tony Livesey talks to Keira O'Mara about breastfeeding in public following the recent news story about a mum being sprayed with air freshener for breastfeeding her baby in a London charity shop.
	Keira O’Mara talks to Joanne Malin about breastfeeding in public, how she had her idea for a breastfeeding scarf/ cover and setting up a new business.
	Interview about Mamascarf and discreet breastfeeding
	Interview about Mamascarf and how I came up with the idea
	Interview about breast feeding in public & Mamascarf
	Part of a news feature on new business Download the clip (352kb)