The Upper Breast Side is the store of Felina, a former NYPD Mounted Unit officer, a truly fantastic woman and creator of the first breastfeeding boutique in Manhattan. She transpired her vision on this totally new subject on to me. And ensured I did not hesitate for 1 second on how I would feed my firstborn. Nursing with a kick-ass attitude!

Two years later, back in Belgium. Three kids down the road, back in the rhythm of the career, with associated big challenges. The usual struggle between family and career. And without compromises. Working and breastfeeding. I saw it was possible, I rented breast pumps to hundreds of women in New York. Or sold equipment so they could go back to work after 6 weeks. Yes, that's not a typo, 6 weeks. Why is breastfeeding sooo difficult in Belgium? The big "do-it-yourself" show, from start to (early) finish. The contrast with my experience in New York was huge!

Simply looking at the average breastfeeding situation in this country hurts. Though the guidelines are always stated correctly: “Breastfeed exclusively for 6 monhts!!” but afterwards, moms are heading up the Mont Ventoux on a bike without gears, in worn down trainers and without food, drinks or a trailer car. Not a surprise that some don't consider starting. Or get off when only half-way. And those who make it to the top are true heroes ...

The idea grew to put my career aside and choose the wild life. There is a demand and a need for a breastfeeding store!! So moms can find all they need to complete their breastfeeding journey, preferably with lots of laughs and pleasure. There's shelves full of bottles, pacifiers, nipples and powders, and a parking lot full of maxi cosi’s, strollers and an unlimited list of necessary, housewarming misery. Presented nicely so we start believing we actually need all of it! But the basis, some breastfeeding tools? That usually takes you to the dark backroads across the country. In your own quest for the holy grail. Unfair!!

So there I am. With lots of enthusiasm. And a lot of conviction. For all moms ...