Mumsfairy's co-founded by two good friends Juliet Chan and Valerie Ng out of passion for breastfeeding. Both Juliet and Valerie breastfed their children, and are International Board Certified Lactation Consultants.

It is a pity that many parents fail in their breastfeeding attempt due to lack of right knowledge, skills and support, and women often feel worse when they hear comments like "I thought every mother should naturally know how to breastfeed well?" This assumption isn't exactly fair, as breastfeeding has to be a social norm before such expectation can be imposed