Local Women’s New Business Seamlessly Combines Fitness, Breastfeeding, Fashion


From left: Sue Bray, Anne Hensel, and Katie Virtue.

The idea for Just Bloomed – a Media-based company formed by three friends who vowed to address the challenges postpartum moms face as they try to balance their lives of family, feeding, fitness, and work – came from personal experience.

Go to any parenting social media page or blog, and you will quickly find a conversation on the issues associated with comfortably balancing breastfeeding and an active life.

According to the CDC, breastfeeding rates continue to rise in the U.S. More than half of all mothers are breastfeeding their child through six months of age, and 30 percent until one year. In a recent survey, MtoM Consulting found that, when making purchasing decisions, millennial mothers are looking for high-quality products that make their lives easier.

“Moms want fashionable – and functional – activewear that complements their postpartum body,” said Katie Virtue, co-founder of Just Bloomed, which recently launched a public crowdfunding campaign here. “And Just Bloomed is on a mission to make that happen.”

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The business is the brainchild of Virtue, Anne Hensel, and Sue Bray. Virtue, a Collegeville native and Media resident, met Hensel, who grew up in Exton and now lives in Havertown, while the two were students at Villa Maria Academy in Malvern. Bray, meanwhile, is a West Chester resident who graduated from WCU. The trio earned recognition as Small Business Innovators of the Year 2016 in a pitch competition sponsored by HeadRoom.

Now, their designs offer an all-in-one solution, combining a stylish fitness top with a built-in sports bra, that has easy access for nursing mothers.

Just Bloomed’s patterns for two supportive and flattering nursing tank tops are ready for manufacturing. A provisional utility patent has been granted for the unique, specially built access.

Breastfeeding moms and moms-to-be will now have a chance to advance order Just Bloomed apparel and become a part of the Just Bloomed community.

Finally, moms will have garments that support an active daily life with comfort, ease of use, and style.

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