I know what it feels like to think you're failing at breastfeeding.

Breastfeeding was supposed to be natural. Nobody told me it could be this hard.

When I had my first son, I expected breastfeeding to just happen. It didn't.

• I had flat nipples, so my baby struggled to latch.
• Then my breasts became painfully full.
• I remember carrying my baby into the room and crying.

And nobody had warned me. Nobody had explained what could go wrong. Nobody had shown me what to do.

I already had a breastpump

When I was buying things for my baby, I had bought one. But I didn't know how to use it. I didn't understand what it was for. I didn't understand how pumping could help me.

I had the equipment. I just didn't have the knowledge.

And that changed the way I thought about breastfeeding support. I started asking other mothers about their experiences. And I realised: if I was struggling with this, I could not be the only one.

There were mothers everywhere trying to breastfeed while dealing with problems nobody had explained to them.

So I started teaching.

I didn't just want to find a solution for myself. I wanted to make the solution better

I started Jiden in January 2021 and named the brand after my son. At first, I was selling breastpumps. But I quickly realised something.

Selling the equipment was not enough.

Because what happens when a mother buys a breastpump and doesn't know how to use it?

• The pump sits there.
• Or she pumps for hours and gets frustrated because something isn't working.
• Or she doesn't know that her problem is actually about milk removal, flange fit, latch or something else entirely.

That was the gap I wanted Jiden to close. I didn't want to just sell the pump. I wanted to teach the mother how to use it.

I became a Certified Breastfeeding Specialist

My experience started this journey. But I didn't want my experience to be the only thing behind what I taught. I wanted to understand breastfeeding properly. So I took the time to study.

I'm not just telling you what happened to me. I've studied this.

That matters because breastfeeding is not something I take lightly. When a mother comes to me with a problem, she's trusting me. And I want that trust to be deserved.

A breastpump is only a tool. Knowing how to use it is what makes the tool useful

We don't want to hand you a pump and say "Good luck." We want you to understand what is happening, why it is happening, what you can do about it, and how to use the equipment properly.

Because buying the product is not the end of the journey.

50,000+ mothers later

The question I asked myself at the beginning was simple.

If I struggled with this, how many other mothers are struggling too?

And I still hear from mothers who tell me things like this.

Those messages mean a lot to me. Because I know what it feels like to be the mother on the other side of that problem.

Not just a place where you buy a breastpump

I want Jiden to be the place you come:

• When you don't understand what is happening.
• When breastfeeding isn't going the way you expected.
• When you need the right equipment.
• When you don't know which pump to choose.
• When you buy the pump and need someone to show you how to use it.
• When you have a question after you've already bought.

I want you to have somewhere to turn.

That's why Jiden is built around three things.

I'm a mother. I'm the founder of Jiden. I'm a Certified Breastfeeding Specialist.

And I'm also the woman who once carried her baby into a room and cried because breastfeeding was not going the way she thought it should. That woman is still part of why I do this.

Because I know what it feels like to need someone to say:

This is what is happening. This is what you can do. Let me show you.

That is what I want Jiden to be for you.

Mrs Mercy Onyinyechi Agbagwa, founder of Jiden and Certified Breastfeeding Specialist