Lumi Mama · premium glass bottles & pacifiers
From a pretty bottle to the bottle moms ask for.
A growth strategy for a $2M baby brand whose Instagram growth had stalled: the brainstorm, the insight that changed the plan, and the first 90 days.
Lumi Mama and its numbers are fictional. This is a spec exercise that shows how I work with a founder, from first conversation to a plan her team can start on Monday.
The brief
Loved by customers, stuck on Instagram.
“Ads keep getting more expensive, and we only reach moms who already follow aesthetic accounts. I want to be the bottle premium moms ask for, and eventually be in stores like Nordstrom.”
The insight
Two things you only learn inside the house.
Moms buy the answer
Nobody buys a pretty bottle at 3am.
They buy the thing that stops the crying. The founder built Lumi because her baby wouldn't latch and then refused the breast after a bottle. That problem, switching between breast and bottle without rejection, was buried under "soft neutral colors."
The window is short
By about 12 weeks, moms are married to a bottle.
Once a baby takes a bottle well, families rarely switch. So the money spent on moms of toddlers was mostly wasted. The real window runs from pregnancy to roughly three months.
Both come from twelve years working inside family homes: watching what moms actually reach for at night, what gets abandoned in a drawer, and what they recommend to each other.
The big idea
Made for the first 12 weeks.
One line that ties the founder's latch story, the hospitals, the registries, and the newborn-gear partnerships into a single message, aimed at the only moms who are still choosing.
The brainstorm
Go wide first, then let the client choose.
Every session starts with every direction on the table. The founder reacts, and we build on what lights her up.
● What the founder chose to start with
The first 90 days
Three moves, in this order.
Weeks 1–12 · Retail
Get on the shelf next to $300 baby cashmere.
A luxury boutique shelf says "premium" better than any ad. Start with the closest big city, then choose: go city by city, or only New York, Miami and LA, where scarcity itself reads as luxury.
- Find each store manager and ask to meet in person
- Prepare 2–4 hours per pitch: rehearse out loud, answer every likely question
- Team target: 5 outreach emails and 3 store meetings a week
- Pitch the big names now too. "No" means you asked the wrong person
- Add a travel or sample bottle for faster-moving stores like Target and Publix
Starting month 1 · In person
Pop-ups where new moms already are.
Most sales happen online, which means in-person is wide open. Show up in high-traffic, high-income places and let moms hold the bottle.
- Coffee shops, Pilates and barre studios, athleisure stores, bakeries
- Monthly makers' markets and a "mama morning" table with other mom brands
- Park meetups with local mom groups
Ongoing · Story
The founder tells the latch story herself.
Guest spots, not ad reads, since most listeners skip ads. Target shows whose audience is 25–35, including mental health and wellness shows that aren't only about parenting.
- One honest story: the latch, the refusal, and what finally worked
- A listener code to track which shows convert
Parked for later, on purpose
What it looks like
The idea, out in the world.
She wouldn't latch.
Then she wouldn't come back to me.
Founder-story post, replacing product-only shots
Saturday · 9 to 11am
Mama Morning
Coffee, a lactation Q&A, and bottles you can actually hold before you buy.
Pop-up at a local Pilates studio · babies welcomePop-up invite for move 2
Guest idea: the baby who refused the breast after a bottle
Hi Jess, I'm the founder of Lumi Mama. My daughter wouldn't latch, and once we tried bottles she wouldn't come back to me. I'd love to talk with your listeners about the breast-to-bottle switch, what nobody told me, and what finally worked.
— Margot
Podcast guest pitch for move 3
How we'd know it's working
Simple numbers, checked weekly.
Example targets for a fictional brand, set with the founder at kickoff.
I can also build the automations that keep the plan moving: store outreach tracked in one place, polite follow-ups when a manager goes quiet, podcast pitches logged, and contest entries counted. Most strategists stop at the plan. I help it actually happen.
About Chloe
Ideas that turn into sales.
Idea session
$350
A 20-minute brain dump call: you talk, I listen. Then I come back with my ideas and your top three moves, in writing, on a short follow-up call, or both. Credited in full if you upgrade within 30 days.
Book a sessionGrowth roadmap
$1,500
The session plus a 90-day plan: priorities, outreach targets, pitch talking points and pop-up plans.
Start my roadmapRoadmap + systems
$2,250
Your growth roadmap plus one automation built in your own account, so the plan keeps running behind the scenes from day one.
Start roadmap + systemsFractional creative director
$2,500 / month
Ongoing campaign ideas, a monthly strategy session and feedback on what your team makes. Three-month minimum, then month to month.
Bring me inNot sure which fits? Book a free 30-minute call and we'll pick together.
Want this for your brand?
I work with baby, mama and family brands that want to grow without losing what makes them feel personal.
Lumi Mama, Margot, and all figures on this page are fictional and created for illustration. Strategy and copy by Chloe Church.