Press
Bold Journey: Meet Haley Hoover
Alright – so today we’ve got the honor of introducing you to Haley Hoover. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Haley, you’ve got such an interesting story, but before we jump into that, let’s first talk about a topic near and dear to us – generosity. We think success, happiness and wellbeing depends on authentic generosity and empathy and so we’d love to hear about how you become such a generous person – where do you think your generosity comes from?
My upbringing was comfortable, but not extravagant. My parents instilled in us the value of hard work and gratitude for our privileges. They emphasized that our fortunate circumstances were not due to merit, but rather a fortunate starting point compared to much of the world. This perspective fostered a sense of responsibility to give back. As I matured, I transformed any feelings of guilt into action, embracing a life of generosity. I discovered that the more I gave, the more fulfillment and abundance I experienced in return.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
As the Founder & CEO of Winnie & Lu, I’m passionate about creating luxurious, sustainable home essentials that transition through every stage of motherhood. Our brand story is deeply rooted in my journey as a mother of two young boys hoping for a third, and a dog owner of two Border Collie rescues, Winnie and Lula, who inspired our company name.
The idea for Winnie & Lu was born from a personal need to find products that blended style with function and sustainable materials – luxury items that could transition through every phase of motherhood. Unable to find what I was looking for – and unable to have a third baby – I decided to innovate and create it myself.
Our debut product, the Airess Drying Rack, exemplifies our commitment to combining functionality with elegant design. This innovative product resonated so strongly with our audience that it sold out its first launch in less than a week. We’re thrilled to be expanding the Airess line with additional accessories for even better bottle washing, including a custom coordinated bottle and dish brush set to be released in the spring of 2025.
What makes our brand special is its personal connection. When my husband and I wished to grow our family from four to five but were advised against it by our doctor, we adopted Winnie and Lula instead. These unexpected blessings not only filled our hearts with joy but also became the inspiration for our brand, representing the resilience and adaptability that defines both motherhood and Winnie & Lu.
At Winnie & Lu, we’re committed to sustainability, functionality, timeless design, and quality. Our mission is to redefine luxury in baby and home essentials, offering products that meet the immediate needs of new mothers and become cherished elements of a sophisticated lifestyle for years to come.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
I am known for comparing running a product business to motherhood, the skillsets are oddly parallel. I would not have the business I have today had I not become a mother first.
Here are my top three:
1. Resilience and Determination
Parenting is a crash course in resilience. From sleepless nights to unexpected challenges, raising children teaches us to persevere through difficulties. This same resilience has been crucial in my entrepreneurial journey, especially when facing skepticism in the manufacturing and investment spaces.
Advice: Embrace the problem-solving mindset you develop as a caregiver. The ability to stay calm under pressure and find creative solutions to unexpected issues is invaluable in business. Use the patience and persistence you’ve honed through parenting to navigate the ups and downs of entrepreneurship.
2. Intuitive Understanding of Needs
As a parent, we develop a keen sense for anticipating and meeting our children’s needs. This intuition directly translates to understanding target audiences in business. Just as we know what will make our kids’ lives easier, we can recognize the needs of other families without overcomplicating their daily routines.
Advice: Trust your caregiving instincts in business. The empathy and insight you’ve gained as a parent or caregiver can guide you in creating products or services that truly resonate with your target market. Listen to other families and use your shared experiences to inform your decisions.
3. Adaptable Strategic Thinking
Parenting and caregiving teach us to be flexible and think on our feet. Whether it’s adjusting plans due to a family member’s illness or managing a household crisis, caregivers are natural strategic thinkers. This skill is invaluable in navigating the unpredictable world of entrepreneurship, especially when balancing work demands with family life.
Advice: Apply the multitasking and prioritization skills you’ve developed as a caregiver to your business strategy. Be prepared to adapt your plans quickly, just as you would when dealing with the ever-changing needs of your family. Remember that the ability to pivot and problem-solve under pressure is a strength you’ve been honing since taking on a caregiving role.
Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
At Winnie & Lu, we’re always seeking collaboration opportunities with like-minded partners who share our vision for sustainable and stylish parenting solutions. We’re particularly interested in connecting with women-owned brands and lifestyle influencers who are making waves in eco-friendly home decor, sustainable children’s products, and modern family lifestyle spaces. Our ideal collaborators have a genuine connection with our target audience of eco-conscious, style-savvy parents, primarily mothers. We value authenticity, creativity, and a fresh perspective on family life, and we’re excited to partner with brands and influencers who can bring these qualities to our community.
If you’re interested in collaborating, we’d love to hear from you – please reach out via DM on Instagram @winnie.and.lu.baby or email us at hello@winnieandlu.com to start a conversation about how we can create something amazing together.
Key Features Include:
Ethically Verified Materials
Stainless Steel with Electroplated Gold Finish
Heat and Rust Resistance
Food-Grade Silicone Base
Dishwasher Safe for Easy Cleaning
Lifetime Warranty for Lasting Value
CanvasRebel: Meet Haley Hoover
We’re excited to introduce you to the always interesting and insightful Haley Hoover. We hope you’ll enjoy our conversation with Haley below.
Haley, appreciate you joining us today. How did you come up with the idea for your business?
Winnie & Lu’s story is deeply intertwined with my journey as a mother. After having two wonderful boys, my husband and I hoped to expand our family further. When we learned that a third child wasn’t possible for us, it was a difficult moment that led me into postpartum depression and anxiety.
During this challenging time, we welcomed two rescue Border Collies, Winnie and Lula, into our home. While they brought joy to our lives, I still felt a strong urge to create something meaningful. This desire, combined with my experiences as a former nanny and a mother, became the catalyst for Winnie & Lu.
Winnie & Lu is a sustainable, luxury baby line that creates home essentials transitioning through every stage of motherhood. Our flagship product, the Airess Drying Rack, embodies our philosophy perfectly. It’s designed to be versatile, serving as a bottle rack for infants, then adapting for sippy cups, water bottles, lunchbox containers, and eventually becoming a stylish drying solution for everyday glassware.
A key goal of all Winnie & Lu products is to offer items that are well-made, thoughtfully designed, and built to last. We want our customers to never have to part with these items or the memories they made during those foggy early years of parenthood.
What excited me most about Winnie & Lu was its potential to address a significant gap in the market: the need for sophisticated, long-lasting baby products that grow with the family. Many baby items are unattractive and quickly become obsolete, leading to waste and constant repurchasing. I saw an opportunity to create timeless pieces that would remain useful and beautiful long after the baby years, seamlessly transitioning from infancy to adulthood. This approach not only offers better value for families but also aligns with the sustainable, mindful consumption that many modern parents seek. By solving this problem that few companies address, Winnie & Lu provides a unique solution that makes practical sense and reduces environmental impact.
Moreover, I felt that by sharing my story and creating products born from real experiences, I could contribute to a more open, supportive dialogue about motherhood. Winnie & Lu isn’t just about selling products; it’s about creating a community where mothers feel understood, supported, and celebrated.
We understand that a touch of luxury or beauty can go a long way during those dark moments of postpartum. Winnie & Lu strives to provide subtle relief in this way, offering products that bring a sense of elegance to everyday tasks. Our slogan, “Made Like A Mother: Strong. Elegant. Resilient,” encapsulates what Winnie & Lu represents. Like motherhood itself, our products are designed to be strong enough to withstand daily use, elegant in their appearance, and resilient in their ability to adapt to changing needs.
Winnie & Lu is more than just a business; it’s a mission to support mothers, to create products that make their lives easier and more beautiful, and to foster a community where the joys and challenges of motherhood are equally acknowledged and embraced. It’s a testament to the resilience of mothers and the transformative power of motherhood – how even our deepest disappointments can lead to beautiful new beginnings.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My entrepreneurial journey is deeply rooted in my diverse experiences as a healthcare professional, a private nanny, and a mother. Each of these roles has shaped my understanding of the unique challenges that families face and fueled my passion for creating meaningful solutions.
As a nanny and later as a mother of two energetic boys, I gained firsthand insights into the daily hurdles parents encounter. Simultaneously, my work in healthcare opened my eyes to the immense pressures that professionals endure in their demanding roles. These experiences were more than just jobs; they were lessons that inspired me to make a difference.
This understanding led me to launch Handled by Haley, a virtual assistance company tailored specifically for healthcare professionals. I recognized their need for reliable support to navigate their busy lives, and I was determined to provide that. It’s been incredibly rewarding to help them reclaim their time and focus on what truly matters.
From there, my journey continued with the creation of Winnie & Lu, a luxury sustainable line of products that are designed for baby, built for life. Drawing from my personal experiences, I designed products like the Airess Drying Rack to solve real problems while adding a touch of elegance to everyday parenting. I believe that high-quality, beautiful products can enhance the parenting experience without compromising on sustainability or purpose.
At Winnie & Lu, we are committed to creating timeless essentials that reflect both luxury and functionality. Our mission is to provide families with products they can cherish long after their children outgrow them. Each piece is crafted with an eye for style and sustainability, ensuring it serves not just as a functional item but as a beautiful addition to their homes.
Ultimately, what drives me is the desire to create solutions that resonate with parents. Winnie & Lu isn’t just about selling products; it’s about fostering a community of mothers who appreciate quality and elegance in every stage of motherhood. Together, we can embrace the journey of parenthood with style and purpose.
How did you put together the initial capital you needed to start your business?
Launching Winnie & Lu has been a journey of determination and resourcefulness. As a woman entrepreneur in the product space, I have faced the significant challenge of securing initial funding. The upfront costs of bringing a product to market can be daunting, often stopping great ideas before they even start. This challenge is particularly acute for women, as startups founded solely by women raised just 1.9% of total venture capital funding in 2023, with less than 1% of that going to female inventors.
Fortunately, I have a unique advantage. With a dual-income household and profits from my existing service business, Handled by Haley, I have been able to self-fund Winnie & Lu. This approach has allowed me to maintain full ownership and avoid tapping into family resources or seeking external investors.
Self-funding has also taught me invaluable lessons in resourcefulness and strategic decision-making. Every dollar spent had to be carefully considered, forcing me to think creatively and make thoughtful choices. While this slowed the process, it ultimately led to a stronger foundation for the business.
After a successful first launch, I immediately reinvested all revenue back into Winnie & Lu, gradually expanding our marketing efforts and support systems. This slower growth path has been challenging at times, but the sense of pride and accomplishment is immeasurable.
I believe that this bootstrap approach is crucial for entrepreneurs. It either reveals the true viability of your idea early on or instills a deep sense of ownership and pride in what you’ve built. For me, Winnie & Lu has become more than just a business – it’s a testament to perseverance and smart, strategic growth.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
Embarking on the manufacturing journey for Winnie & Lu’s Airess Drying Rack was truly an adventure into the wild west of product development. As a newcomer to this world, I quickly learned that manufacturing is not only the most expensive part of bringing a product to market but also where the costliest mistakes can happen.
My journey began with an online platform to find the right manufacturer, a process that took over four months of careful vetting. Not being a designer myself, I first collaborated with a freelance designer to bring my concept to life on paper, then engaged a professional product development firm to ensure durability and functionality.
This experience taught me three crucial lessons I’d share with anyone new to manufacturing:
1. Know your strengths and seek help for weaknesses. My initial attempt to save money by not working with a manufacturing rep ended up costing three times as much when the first prototype failed.
2. Expect to spend more than initially quoted. Manufacturers, like any business, are trying to win your business. Be prepared for additional costs and negotiate using MOQs, shipping options, and timelines.
3. Never ignore the details. Scrutinize every file before production and ensure clear communication with your manufacturer throughout the process.
As a woman in the manufacturing space, I faced additional challenges. However, surrounding myself with experienced mentors and not hesitating to ask for help when uncertain proved invaluable. This approach not only saved money but also preserved my sanity during the complex journey of bringing the Airess Drying Rack to life.
The path to manufacturing Winnie & Lu products has been filled with learning experiences, but our commitment to quality and innovation can be seen in every piece we create.
Key Features Include:
Ethically Verified Materials
Stainless Steel with Electroplated Gold Finish
Heat and Rust Resistance
Food-Grade Silicone Base
Dishwasher Safe for Easy Cleaning
Lifetime Warranty for Lasting Value
VoyageDallas: Inspiring Conversations with Haley Hoover of Winnie & Lu
Today we’d like to introduce you to Haley Hoover.
Hi Haley, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey to where I am today is a tale of resilience, creativity, and entrepreneurship. As a mother of two wonderful boys, I found myself longing for a third child. However, when doctors advised against it, my husband and I decided to adopt two border collie rescues to fill that void in our hearts. While this brought joy to our family, I still felt a deep-seated desire to create and nurture.
This creative urge led me to reflect on my experiences as a former nanny and a new mom. I kept coming back to one particular frustration: the bottle drying rack. It was this seemingly simple item that sparked an idea that would change the course of my professional life. Drawing from my own needs and those of other parents, I developed the Airess Drying Rack. This innovative product is designed to hold a full day’s worth of bottles and pump parts, then effortlessly evolve to support toddler sippycups, lunchboxes, and even wine glasses as your family grows.
At Winnie & Lu, our mission is to create long-lasting, luxury baby items that are fully functional for a lifetime. We want parents to be able to hold onto precious memories, reduce waste, and maintain a stylish home that doesn’t look overrun with kids’ items. The Airess Drying Rack is just the beginning of our product line that aims to combine functionality, sustainability, and elegance.
Looking ahead, we have ambitious plans for Winnie & Lu. We envision creating a centralized US operation that will prioritize a parent-centered workplace. Our goal is to accommodate working parents and families, recognizing the unique challenges they face and providing an environment where they can thrive both professionally and personally.
This journey has been incredibly rewarding, allowing me to channel my maternal instincts and entrepreneurial spirit into creating products that make a real difference in parents’ lives. It’s a testament to the idea that sometimes, our greatest challenges can lead to our most fulfilling endeavors.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The road to building Winnie & Lu has certainly had its share of challenges. As a female entrepreneur in the manufacturing world, I’ve faced numerous obstacles that have tested my resilience and determination.
One of the most significant hurdles I’ve encountered is the struggle to be taken seriously in the manufacturing industry. As a woman, I’ve often found myself having to work twice as hard to prove my competence and vision. There have been instances where my ideas were dismissed or undervalued simply because of my gender, which can be incredibly frustrating and disheartening.
Another major challenge has been securing funding as a women-owned business. The sad reality is that female entrepreneurs often face greater difficulties in obtaining financial backing for their ventures. This lack of access to capital has made product development a particularly big and expensive obstacle. Every step of the process, from prototyping to production, requires significant investment, and without adequate funding, progress can be painfully slow.
However, one of the most crucial factors in overcoming these challenges has been finding a network of like-minded individuals. Connecting with people who have successfully brought products to market, understand the unique challenges faced by women in business, and possess a genuine desire to help others has been paramount to my journey. This support system has provided invaluable guidance, opened doors to opportunities, and offered the encouragement needed to persevere through tough times.
Despite these struggles, each obstacle has ultimately strengthened my resolve and sharpened my business acumen. The challenges have pushed me to be more innovative, resourceful, and determined in pursuing my vision for Winnie & Lu. While the road hasn’t been smooth, it’s these very bumps and detours that have shaped both the company and me as an entrepreneur, making our successes all the more meaningful.
Appreciate you sharing that. What should we know about Winnie & Lu?
Winnie & Lu specializes in creating luxury, sustainable baby items that are designed to grow with your family. Our flagship product, the Airess Drying Rack, exemplifies our commitment to innovative, multi-functional design. It’s not just a bottle drying rack – it’s a versatile solution that evolves from handling a full day’s worth of bottles and pump parts to accommodating sippy cups, lunchboxes, and even wine glasses as your family grows.
What truly sets Winnie & Lu apart is our dedication to creating products that are both functional and beautiful. We understand that becoming a parent doesn’t mean sacrificing style or cluttering your home with single-use baby items. Our goal is to offer products that seamlessly blend into your home decor while providing the functionality new parents need.
I’m incredibly proud of our commitment to sustainability. By creating long-lasting, multi-purpose items, we’re helping families reduce waste and minimize their environmental impact. Our products are designed to be cherished for years, not discarded as your child grows.
Another aspect that distinguishes Winnie & Lu is our focus on luxury. We believe that parents deserve high-quality, well-designed products that make their lives easier and more enjoyable. Our attention to detail and use of premium materials ensure that each item not only performs exceptionally but also looks and feels luxurious.
Looking ahead, we’re excited about expanding our product line to include more innovative solutions for modern families. We’re also working towards establishing a centralized US operation with a parent-centered workplace, aiming to create an environment that truly supports working parents and families.
I want people to know that Winnie & Lu is more than just a baby product company – we’re a brand that understands and celebrates the journey of parenthood. We’re here to support you with thoughtfully designed, beautiful products that grow with your family, reduce clutter, and help you create lasting memories. Whether you’re a new parent, expecting, or shopping for a loved one, we invite you to explore Winnie & Lu.
Can you talk to us about how you think about risk?
I’m a huge advocate for risk-taking. It’s not just about business decisions – it’s a philosophy that adds spice to life! I’ve always lived by the saying, “You only ever grow by living outside your comfort zone,” and I firmly believe that risk-taking is the full embodiment of that principle.
There’s something thrilling about taking risks. Sure, it can be scary, but that’s what makes it exciting! It’s that adrenaline rush when you’re about to leap into the unknown that keeps life interesting. Plus, the challenges that come with risks build confidence and help you grow in ways you never imagined.
One of the best things about risk-taking is how it broadens your world. It takes you places and introduces you to people you might never have known otherwise. Some of my most valuable connections and experiences have come from stepping out of my comfort zone.
Take Winnie & Lu, for example. Launching a luxury, sustainable baby product line in a competitive market was a significant risk. But it led to creating innovative products like our Airess Drying Rack and allowed us to make a positive impact on parents’ lives and the environment. Another major risk was focusing on multi-functional, long-lasting products in an industry that often thrives on single-use items. It challenged the status quo but aligned perfectly with our values.
To me, risk-taking is one of life’s greatest gifts. It’s a catalyst for innovation, personal growth, and unforgettable experiences. Sure, not every risk pays off as expected, but the lessons learned are invaluable. Moral of the story, embrace risks – they’re the spice that makes life and business exciting and rewarding!
Key Features Include:
Ethically Verified Materials
Stainless Steel with Electroplated Gold Finish
Heat and Rust Resistance
Food-Grade Silicone Base
Dishwasher Safe for Easy Cleaning
Lifetime Warranty for Lasting Value
Feature in the 2024 KNOW Women Holiday Gift Guide
Winnie and Lu’s signature product, The Airess Drying Rack, was featured in the 2024 edition of the KNOW Women’s Holiday Gift Guide. We’re thrilled to be included alongside so many other incredible female inventors. Check out our feature and shop the complete guide below.
The Washington Daily: Female Inventor Launches Sold-Out Home Essential for Mothers
Winnie & Lu redefines home essentials with the invention of the Airess Drying Rack.
December 2024—Winnie & Lu, a brand born from love and resilience, has made waves with its debut product, The Airess Drying Rack, which sold out its first production run shortly after launch. Known for blending sustainable materials with timeless design, Winnie & Lu has become a beacon of elegance and functionality for mothers who value style, quality, and purpose.
The brand's founder, Haley Hoover, was recently featured in Authority Magazine and the Thrive Postpartum Podcast, where she shared her inspiring journey of motherhood, disappointment, and creation. Winnie & Lu also celebrated a significant milestone as the recipient of a prestigious grant from the Drew Wynne Foundation, an honor that highlights the brand's potential to drive innovation and impact.
"I wanted to create something that wasn't just functional but timeless—something that mothers would cherish long after their children outgrew bottles and sippy cups. That vision became Winnie & Lu." - Haley Hoover, Winnie & Lu Founder & CEO.
A Story of Love, Resilience,
and Purpose
Winnie & Lu was inspired by the ever-evolving but always fulfilling journey of motherhood. Named after two cherished rescue dogs, Winnie and Lula, the brand reflects a family's decision to pour their love into a new adventure after realizing their dream of growing from four to five wasn't meant to be.
"It was during this bittersweet time that my next labor of love began to take shape," shared Haley Hoover. "I wanted to create something that wasn't just functional but timeless—something that mothers would cherish long after their children outgrew bottles and sippy cups. That vision became Winnie & Lu."
Luxury, Sustainability, and Timeless Design with Versatility
At Winnie & Lu, every product is a commitment to sustainability and sophistication. The Airess Drying Rack is designed for versatility—designed for baby, built for life. Originally created to hold a day's worth of baby bottles and pump parts, the drying rack seamlessly transitions to hold toddler dishware, sippy cups, straws, lunch boxes, tumblers, water bottles, and even wine glasses.
With its electroplated gold finish, food-grade silicone base, and dishwasher-safe design, the Airess Drying Rack is as beautiful as it is practical. It transitions seamlessly from baby essential to a chic, everyday item that complements any home's décor, embodying the brand's ethos: why buy products you won't love—or use—forever?
Key Features Include:
Ethically Verified Materials
Stainless Steel with Electroplated Gold Finish
Heat and Rust Resistance
Food-Grade Silicone Base
Dishwasher Safe for Easy Cleaning
Lifetime Warranty for Lasting Value
Giving Back with Every Purchase
True to its mission of creating meaningful impact, Winnie & Lu donates a portion of proceeds to Stepping Stones, a nonprofit dedicated to supporting troubled youth. "Giving back is at the heart of what we do," said Haley Hoover. "Every purchase not only brings beauty into a home but also helps create a brighter future for children in need."
A Bright Future for Winnie & Lu
With the overwhelming success of the Airess Drying Rack and its commitment to sustainability and style, Winnie & Lu is poised to expand its product line, continuing to serve mothers and families who appreciate the finer things in life.
Winnie & Lu Wins Grant from the Drew Wynne Foundation
April 25, 2024 | The Cooper Room at The Harbour Club, Charleston, SC
Excitement filled The Cooper Room as five extraordinary female entrepreneurs competed for top honors at The Drew Wynne Foundation Female Founders Pitch Event, in partnership with Women Entrepreneurs Inc.
With breathtaking views of Charleston from the 7th floor of West Edge, attendees sipped cocktails, networked with inspiring women, and celebrated the innovative ideas of 5 dynamic founders, including Winnie & Lu founder, Haley Hoover.
The evening began with a warm welcome from event hosts Erin Kienzle and Johanna Wynne, who shared the mission of The Drew Wynne Foundation. Melissa Barker, representing Women Entrepreneurs Inc., emphasized the power of partnership in amplifying female voices in business.
Five founders took the stage, delivering compelling 5-minute presentations followed by a Q&A session with a distinguished panel of judges:
Toni Gilliard, Tipsy Lady Cocktails
Hope Caldwell, KLH Group
Amanda Sheridan, Charleston Bag Valet
Biz Van Gelder, Of Counsel
Molly Hoover, Finance Professional
Between pitches, the Marketplace Shout-Outs spotlighted local businesses, including The Tiny Tassel, Hermosa Jewelry, and Weekender Soap Co., showcasing Charleston's vibrant entrepreneurial spirit.
A Night to Remember
As the evening wrapped, Cindy Wynne announced the winners to thunderous applause, including an award to Haley of Winnie & Lu for her innovative design of The Airess Drying Rack and vision to create timeless home essentials that transition through every stage of motherhood.
The Drew Wynne Foundation and Women Entrepreneurs Inc. are already looking forward to next year’s event, where more dreams will take flight.
Overcoming Anxiety: 5 Effective Strategies for Mental Well-Being
Interview with Authority Magazine:
Interview Transcript:
Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” better. Can you tell us a bit about you and your backstory?
From as far back as I can remember, I’ve had this innate maternal instinct. I was the little girl who treated her baby brother like a living doll, and as I grew older, I naturally gravitated towards babysitting and nannying. Everyone around me would say, “Haley, you were born to be a mother.” And I believed it wholeheartedly. So, when I finally became pregnant, I had this picture-perfect vision of how everything would unfold — from pregnancy to delivery to motherhood. But life had other plans. My experiences didn’t match my expectations, and I felt this overwhelming sense of failure. Looking back, I realize postpartum depression and anxiety were creeping in, but at the time, life was moving so fast I couldn’t even recognize what was happening.
By the time my second child came along, and once again things didn’t go as planned, I was hit with an intense wave of dread and fear. The postpartum anxiety was so powerful this time, I couldn’t ignore it. I’m incredibly grateful that my OB noticed the change in me and encouraged me to stop trying to manage everything on my own. With her support, I started medication and made some crucial lifestyle changes. Exercise became my saving grace. It was more than just physical activity; it became a tool for empowerment. I even got certified as a row instructor, which sparked a newfound confidence in me. That’s when I realized I could build something bigger.
This journey led to the birth of Winnie & Lu. It’s more than just a business to me — it’s a purpose beyond what I’d always been told was my destiny. Don’t get me wrong, being a mother to my children is incredibly fulfilling. But now, through Winnie & Lu, I can make a positive impact on countless families, and especially on other moms who might be going through similar struggles. My story is a reminder that our paths often unfold in unexpected ways, but those twists and turns can lead us to something truly meaningful and impactful.
As a successful person in your field, have you or do you experience anxiety? And if so, how do you manage, reduce or eliminate anxiety so you can work efficiently and enjoy your non-work hours?
I’ve certainly experienced my share of anxiety. At times, it’s manifested as overwhelming fear, paralyzing paranoia, and an inability to make even simple decisions. These feelings can be incredibly challenging, especially when trying to run a business and care for a family. To manage this, I’ve developed a multi-faceted approach. Regular exercise, particularly rowing and lifting weights, has become my go-to stress reliever and mental clarity booster. I’ve also learned to embrace imperfection and surround myself with a supportive network. Setting clear boundaries between work and personal life is crucial, allowing me to be present with my family during non-work hours. Most importantly, I’ve recognized that anxiety doesn’t define me or limit my potential for success. By acknowledging its presence and actively working to manage it, I’ve found ways to thrive both personally and professionally, turning challenges into opportunities for growth and innovation in my business and life.
Have you gone through a period of time in your life where you felt as though you were drowning in anxiety? If so, please share your experience and what you perceive as the reasons.
As someone who’s always relied on control to manage my anxiety, the period after each of my children were born was incredibly challenging. This period threw me into a world of complete unpredictability, which sent my anxiety into overdrive. I’ve always been the type to plan, organize, and anticipate outcomes. But with newborns and toddlers, all of that went out the window. Suddenly, I couldn’t control when I slept, ate, or even had a moment to myself. The kid’s schedules were erratic, and just when I thought I had a routine figured out, everything would change. This lack of control extended to every aspect of my life. As someone who had always found comfort in structure and predictability, I felt like I was drowning in a sea of chaos. Couple this with a move out of state, away from our family support system, these feelings only amplified. Not only was I trying to navigate young motherhood, but I was doing it without my usual safety net. This isolation left me feeling even more out of control and heightened my anxiety to levels I’d never experienced before. The weight of responsibility for these tiny humans, coupled with my inability to control their needs or behaviors, created a perfect storm of anxiety. I found myself constantly on edge, overthinking every decision, and struggling to find any sense of balance or normalcy. This period taught me a hard but valuable lesson about the limits of control and the need to adapt to unpredictability. It was a transformative experience that ultimately led me to develop new coping mechanisms and a different perspective on managing anxiety.
What or whom did you lean on to help you cope with anxiety?
During the intense periods of anxiety in early motherhood, I leaned on several key supports. My husband’s steady presence was invaluable, making me feel less alone. Exercise, particularly rowing, became my sanctuary for physical release and mental clarity. I found immense comfort in establishing a network of like-minded, non-judgmental moms who understood my struggles and offered practical advice. Professional help was crucial; my OB recognized my postpartum anxiety and encouraged me to seek support, with medication playing a vital role in managing my symptoms. Lastly, I created routines and structure where possible, providing a sense of stability. These supports, along with accepting that perfect control wasn’t attainable, helped me navigate through anxiety and emerge stronger.
What lessons did you derive from that dark period of time, that serve you now?
During that dark period of intense anxiety in early motherhood, I learned invaluable lessons that continue to serve me today. I discovered that vulnerability is a strength; by opening up about my struggles, I found the support I desperately needed. Letting go of perfectionism allowed me to embrace the messy reality of motherhood and entrepreneurship, and I realized that self-care isn’t selfish — it makes me a better mother, wife, and business owner.
Flexibility became crucial as I learned to adapt to unpredictable situations, which has made me more resilient. Building a community of supportive moms has also been essential; that network remains a cornerstone of my support system. Seeking professional help was a game-changer, reinforcing the importance of expert guidance in mental health. These lessons have profoundly shaped my approach to motherhood and business. They’ve helped me build Winnie & Lu with a balanced perspective, understanding that challenges are opportunities for growth and teaching me to embrace the journey, imperfections and all.
Do you have days or circumstances that still cause excessive stress?
Absolutely, every day brings its own set of stressors. As a multi-business owner, mother, volunteer, and wife, I juggle multiple responsibilities every day. There are days when the weight of those responsibilities feels overwhelming, and I often find myself navigating unexpected challenges that can trigger anxiety. Even with the strategies I’ve developed over time, there are still circumstances that cause excessive stress. Whether it’s dealing with tight deadlines, balancing work-life demands, or simply the unpredictability of motherhood, I have accepted that stress is a part of my journey. What’s important is how I respond to it. I’ve learned to lean on my support network, ask for help in advance, prioritize self-care, and embrace flexibility, but I acknowledge that some days are just tougher than others. It’s a continuous process, and I’m committed to finding balance while pursuing my passions.
What are your dependable “go to” strategies that you use to restore balance to your emotions?
First and foremost, I make it a priority to exercise daily. Whether it’s rowing, walking, or lifting weights, it helps clear my mind and boosts my mood. I also regularly carve out kid-free time to spend with my husband and girlfriends. These moments are essential for recharging and maintaining my own identity outside of parenting and work. Additionally, proactive scheduling plays a crucial role in my routine. By planning my days and weeks in advance, I create a sense of control and predictability that helps alleviate stress. This combination of exercise, quality time with loved ones, and thoughtful planning allows me to navigate the demands of motherhood and entrepreneurship while keeping my emotions balanced.
Please name five tips, practices, beliefs or affirmations that you recommend to anyone going through a highly stressful time.
1 . Aim for at least 20 minutes of exercise daily, preferably outside in the sunshine or by a window with a view.
2 . Spending quality time with my support group — husband, close friends, and extended family — allows me to speak freely, share laughter, and recharge.
3 . I prioritize self-care, which is distinct from exercise. For me, self-care can be as simple as binge-watching trash TV or cleaning out a junk drawer — basic activities that bring me satisfaction and help me through high-stress times.
4 . I started practicing meditation and hypnosis while preparing for a natural birth during my first pregnancy. Although my birth experience turned out to be completely different, I’m grateful for the foundation these practices provided. They have become invaluable coping skills that I use in my life today.
5 . Prioritize a balanced diet filled with fruits, vegetables, whole grains, and lean proteins. Not only does it nourish your body, but it also plays a significant role in enhancing your mood and boosting your energy levels. By fueling yourself with the right foods, you can better equip your mind and body to manage stress effectively and face challenges with resilience.
On a scale of one-ten, if 8–10 was your former, chronic level of anxiety, how would you score your usual level of anxiety today?
On a scale of one to ten, I’d say my usual level of anxiety today is around a 4–5. This is a significant improvement from my former chronic level, which was often in the 8–10 range. I recognize that I am inherently an anxious person, and that’s okay. The key difference now is that I’ve worked hard to develop awareness and coping strategies. I can usually distinguish between when my anxiety is controlling me versus when I’m in control of it. This shift didn’t happen overnight. It’s the result of consistent effort, self-reflection, medication, and techniques I’ve learned along the way. While I still experience anxiety, it no longer dominates my life the way it once did.
Do you have daily practices that support you in maintaining peace, calmness or balance in your life?
Hands down, exercise is my go-to daily practice for maintaining peace, calmness, and balance in my life. Whether it’s a brisk walk, a rowing session, or a workout at the gym, getting my body moving is essential for clearing my mind and boosting my mood. Incorporating exercise into my daily routine has been transformative. It helps me approach challenges with a clearer mindset and greater resilience, ultimately enabling me to navigate both my personal and professional life with more ease.
Was there any particular saying, person, or book that taught you the skills that enable you to escape or avoid the higher levels of anxiety that used to plague you?
The person who had the most profound impact on my journey to manage anxiety was my OB. I had known her for many years before becoming her patient, and I always admired her ability to make everything seem effortlessly easy. When my postpartum anxiety spiraled out of control, she recognized the signs and helped me see that what I was experiencing wasn’t the real me. Her validation was life-saving; she acknowledged my struggles and encouraged me to stop trying to manage my feelings on my own. This turning point taught me the importance of listening to trusted voices in my life, especially when they see something in me that I might not recognize myself. Her support set me on a path to better understand and manage my anxiety, leading to the more balanced life I enjoy today.
Thank you for sharing your wisdom with those who are reading this article. Are there also other ways you are sharing your wisdom?
Thank you for the opportunity to share my experiences! In addition to this article, I share my wisdom through various platforms. I actively engage with my audience on social media (@winnie.and.lu.baby), where I post about my journey, offer tips, and promote self-care practices. I also contribute to my blog on the Winnie & Lu website, where I discuss topics related to motherhood, entrepreneurship, and mental well-being.
Wonderful. We are nearly done. Is there a person in the world, or in the US, with whom you would like to have a private breakfast or lunch, and why? He or she might just see this, especially if we tag them.
If I could have a private breakfast or lunch with anyone, it would be Dolly Parton. I have been a fan of hers for as long as I can remember. Her authenticity, generosity, and ability to show love to people from all walks of life are qualities I truly admire and hope to model in my own life. Dolly’s impact on music and her philanthropic efforts inspire me, and I would love the opportunity to discuss her experiences and insights over a meal. It would be a dream come true to connect with someone who embodies such kindness and authenticity.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.
If I could start a movement, it would be to revolutionize the workplace to better support parents, allowing them to be present for their children without sacrificing their financial stability. This movement would advocate for flexible work arrangements, comprehensive parental leave policies, on-site or subsidized childcare, and a culture that values work-life balance. The ultimate long-term goal for Winnie & Lu is to lead by example in this movement, creating a company culture that prioritizes the needs of working parents. By championing these principles, we hope to inspire other businesses to follow suit, transforming the working world for families.
How can our readers follow your work online?
Readers can follow my work online by visiting our website at winnieandlu.com and connecting with us on Instagram at @winnie.and.lu.baby. There, you’ll find updates on our latest products, insights into motherhood, and tips for creating a beautiful, functional home.
Thank you so much for joining us. This was very inspirational.
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Thrive Postpartum Podcast: Overcoming Anxiety, Finding Strength, & Launching Winnie and Lu
Feeling overwhelmed by postpartum anxiety? Haley’s story is here to remind you that you’re not alone and that there’s a path forward. In this episode, Kelly Siebold and Ashley Moore talk with Haley Hoover to explore the gap between expectations and reality in new motherhood, where unexpected physical challenges and high stress led her to experience intense postpartum anxiety. She opens up about how her vision of labor, birth, and motherhood clashed with what she actually faced, and the impact it had on her mental health.
But this isn’t just a story about struggle—it’s about finding strength. Haley shares how she reclaimed her sense of self through exercise, using her journey as fuel to launch Winnie and Lu, a luxury, sustainable baby line, and to empower other mothers. If you’re looking for inspiration and practical advice to navigate your postpartum challenges, this episode is a must-listen. Join us to hear how Haley turned her experience into a mission to help other moms thrive.
Read the full article on Thrive Postpartum