Whiz Biz: A New Mom's Oasis

Name: Milkalicious
Owner: Jennifer Richie
Number of employees: 4
Address: 27111 Aliso Creek Road
Website: milkalicious.​com
Phone: 949-831-6455
What’s nearby: Salon Platinum, 24-Hour Fitness, Gymboree Play and Music

What is Milkalicious?
Milkalicious is a breastfeeding boutique that offers breastfeeding equipment, clothing and consultation for new and expecting mothers.

Why was Aliso Viejo selected as the home of Milkalicious?
Richie opened Milkalicious in Nov. 2008 after living in Aliso Viejo for seven years. Richie saw Aliso Viejo as a convenient location, easy enough for anyone in Orange County to travel to. They city’s family friendly atmosphere also helped in her decision to locate in Aliso.

“As a mother of two, I saw the need for support in our community regarding breastfeeding. I saw many of my friends become frustrated and then quit because they felt they were all alone,” Richie said.

Richie said she wanted to be the outlet for women who wanted to breastfeed their children, but felt they lacked the resources to make it successful.

The road to Milkalicious.
With a background in advertising in the entertainment industry, Richie decided she needed a change. In 2007 she began taking classes at the University of California, San Diego to become a lactation consultant. Without a medical background, Richie said it was difficult and had to put in more clinical time than most, but “it was worth it.”

Proudest accomplishment from your time at Milkalicious?
“That we have changed so many lives,” Richie said. “This is more than just a store, it is a place for new moms to go and get the support that they need.”

What has been the hardest thing about starting your own business?
Richie said it was difficult to start the business and now to expand because of a lack in available financial support.

“We have been unable to get any financial institution to loan us money to expand, and I know a lot of small businesses are going through the same thing. Not to mention that you are competing with the bigger chain stores that can offer lower prices due to their buying power,” she said.

What atmosphere do you want to give to your customers?
Richie said Milkalicious wants moms and dads to feel comfortable and know that one on one time with an expert is available to them. The store includes a toddler play area for families with multiple children.

“Starting a new family can be a wonderful yet stressful experience. We are not only mothers that know what new parents are going through, we are fully trained in all of the products that we sell and hold certifications specifically in lactation consulting,” Richie said. “The atmosphere is basically the complete opposite of a big chain store. One of our customers called Milkalicious a New Mom’s Oasis, and I think that was very fitting.”

What does the future look like for Milkalicious?
Milkalicious is preparing to launch a new maternity/nursing clothing line designed by Jaymie Gomez on May 1. Gomez is the wife of Black Eyed Peas singer Taboo, and a breastfeeding advocate, Richie said.

“We are hoping the presence of her celebrity can bring awareness to the importance of breastfeeding,” Richie said.