Ten minutes with the founder of Pippetta - Aimee Cestrone
What inspired you to start Pippeta?
Pippeta was born from our own parenting journey. In 2020, my husband Carlo and I, as parents of three, struggled to find high-quality, safe, and practical weaning products—so we created our own. Our weaning range is made from 100% premium food-grade silicone, BPA & phthalate-free, non-toxic, and unbreakable, designed to make mealtimes easier for families.
Following my breastfeeding journey with my eldest 2, I realised that many wearable pumps on the market were either too expensive, uncomfortable, or impractical for busy mums. I knew there had to be a better solution, so we expanded Pippeta into a full feeding brand, offering high-quality, accessible, and beautifully designed products that support parents from breastfeeding to weaning and beyond.
At Pippeta, we believe feeding should be as stress-free as possible, and our goal has always been to create products that make life easier for parents while ensuring the best start for their little ones.
Why do you think it’s so important for women to have access to high-quality, affordable breastfeeding products?
Breastfeeding is a deeply personal journey, but it shouldn’t be a privilege, every mum deserves access to the right support and products to make that journey easier. At Pippeta, we believe that high-quality breast pumps and accessories shouldn’t come with a luxury price tag. Too often, we see mums feeling overwhelmed by the cost of breastfeeding essentials or struggling with products that don’t fit seamlessly into their lives.
Feeding a baby, whether through breastfeeding, pumping, or a combination of both, should be something mums feel supported in, not pressured by. That’s why we’ve made it our mission to create beautifully designed, functional, and affordable pumps that give mums freedom, flexibility, and confidence in their feeding journey. Every mum deserves the chance to make feeding choices based on what’s best for her and her baby, not just what’s within budget.
Breastfeeding can be an emotional and physical journey for many mums. How does Pippeta aim to support and empower them through this experience?
We know that breastfeeding comes with both emotional and physical challenges, and too many mums stop earlier than they’d like—research shows around 60% experience lactation difficulties as a key reason. From my own experience, I saw firsthand how the lack of hands-on support from midwives can leave many parents feeling overwhelmed and searching for answers.
That’s why Pippeta is built on more than just products, we pride ourselves on providing real support. Every pump purchase includes free, lactation guidance from our in-house IBCLCs, ensuring mums get expert advice when they need it, whether this be via email support, professionally written blogs or videos. We also offer a wealth of resources, from blog posts to social media content, so mums feel informed, empowered, and confident throughout their feeding journey.
What has been the most rewarding moment in your journey with Pippeta so far?
There have been so many incredible moments, but one that truly stands out is our most recent campaign as part of our rebrand. We wanted to move away from the polished, unrealistic imagery often seen in the baby-feeding space and instead celebrate the real, raw, and beautiful moments of parenting. Feeding a baby today is rarely just one person’s responsibility—it involves partners, grandparents, siblings, and extended family, all playing a role in nurturing and supporting both mum and baby.
To truly reflect this, we put out a call on social media for real Pippeta families to be part of our shoot, and we were overwhelmed when hundreds of parents and caregivers applied. We held a casting day and met so many inspiring families, mums, dads, grandparents, each with their own unique journey. Listening to their stories, from the challenges of breastfeeding to the realities of balancing work, childcare, and feeding routines, was incredibly moving.
One of the most rewarding moments was hearing how Pippeta has supported families through some of the toughest times, whether it was a mum navigating breastfeeding struggles, a dad taking on feeding duties with pumped milk, or a grandparent helping to bottle-feed while parents got some much-needed rest. Seeing these real families in our campaign, showcasing the modern complexities of feeding, was a full-circle moment for us. It reinforced why we do what we do: to support, empower, and make feeding a positive, inclusive experience for every family.
What’s next for Pippeta? Are there any exciting new products or campaigns on the horizon?
We’ve got some exciting things in the pipeline, with a number of new products launching over the next few months. While we don’t want to give too much away just yet, I can share that we’re about to launch a brand-new, improved breast pump that will be the first of its kind in the UK, Europe, and Ireland. We’ve worked closely with our board of experts and taken recent research into account to create a pump that is multi-functional, making feeding easier and more convenient for mums. It’s designed to meet the real needs of parents, and we can’t wait to unveil it around April.
Alongside this, we’ve got several other exciting products set to launch, continuing our mission to create high-quality, affordable solutions for every parent. More than anything, we aim to keep educating, empowering, and motivating mums through their feeding journeys, because at Pippeta, we know that support doesn’t stop at the product; it’s about the experience and guidance we provide along the way.
What advice would you give to new mums who are feeling overwhelmed by the pressure of breastfeeding or feeding?
As a mum who’s been through it myself, I can absolutely relate to the pressure and the overwhelming feeling of wanting to get everything right. My best advice is to give yourself grace. No one expects perfection, and every mum's journey is different. It’s okay if things don’t go as planned, and it’s okay to ask for help.
I also think it’s important to remember that it’s okay to adjust your feeding plan as you go. Trust your instincts, listen to your baby, and don’t be afraid to explore different options that work for both of you. At Pippeta, we wanted to take the pressure off mums and make feeding as stress-free as possible. We’ve done extensive research and listened to what mums need. Many found that complex tech features, like tracking apps, often added unnecessary stress and interfered with the bond they were trying to build with their baby. Some even admitted they weren’t using these features at all because they felt overwhelmed by the extra steps. That’s why we’ve designed our pumps to be simple, affordable, and intuitive—without the complicated tech that often ends up feeling like just another thing to manage.
Reaching out for assistance, whether it’s to a lactation consultant or a trusted community, can make a world of difference. Remember, you’re not alone, and there are always resources and support available to help you through those tough moments. You’ve got this, and you’re doing an incredible job, even if it doesn’t always feel like it.