Kickstarter Challenge Finalist: Desiree D’Cruz
Desiree D’Cruz made waves as a finalist in the national Kickstarter Challenge! 🌟 Let’s dive into the world of Desiree and her game-changing innovation, Acegirl!
Desiree has completely flipped the script on traditional breast pumps, and she’s doing it all in the Women’s Economic Equality category. Her idea? It’s a discreet, wearable breast pump designed for working women who want to maintain breastfeeding without it taking over their workday. Now that’s a game-changer!
Desiree is on a mission to revolutionise the way women balance work and breastfeeding. The journey started for Desiree after facing the challenges of juggling pumping and her job upon returning to work after her first daughter. As a mum who wanted both a career and to breastfeed, she saw a gap in the market for a solution that truly worked for working mums.
Breastfeeding is crucial for child health and reducing the risk of breast and ovarian cancers in women. Yet, despite recommendations, less than half of infants under 6 months old are exclusively breastfed, according to the World Health Organisation.
A 2023 Australian study highlighted the importance of a comfortable workplace space for expressing milk. Women found pumping “difficult,” “time-consuming,” and “unpleasant” compared to breastfeeding. But Desiree believes a big part of the problem lies in the “bulky, uncomfortable, non-user-friendly” products available.
Enter Acegirl, Desiree’s medtech start-up founded in 2022. She’s currently prototyping a discreet device in partnership with Flinders University, aiming to mimic a baby’s latch. The goal? To create the first truly wearable product that can be discreetly worn while working at your desk, attending meetings, or grabbing a sandwich. It’s all about making pumping fit into our lives, not the other way around.
Desiree is determined to address the obstacles faced by working mums. She knows the struggles firsthand, having juggled work, pickups, drop-offs, and pumping. Acegirl is her response to the challenges she and many other working moms have faced.
For Desiree it’s not just about creating a product; it’s about showing that women can be career-focused and breastfeed.