Inside I’M IN My Motherhood Era: Reliving a Special Day with Our Community

On 16 August 2026, we welcomed our community to “I’M IN My Motherhood Era” — an afternoon dedicated to honest conversations, shared experiences and, of course, the first-ever preview of our brand new I’M IN Nursing Collection.

Almost two years in the making, this collection has been one of our most meaningful projects yet. And before officially launching it to the world, we wanted to celebrate the milestone with the people who helped inspire it: you, our community.

From expert-led conversations about motherhood and the early parenting years to games, activities, brand experiences and plenty of moments in between, here’s everything that went down. 🩷

Meet Our 1st-Ever Nursing Collection

After everyone settled in, our founder, Elfaine, took the stage to welcome our guests before introducing Emily Tan, the face of our Nursing Collection.

Then came the moment we had been waiting almost two years for: finally sharing the collection in person! 🥳

Our Nursing Collection was inspired by Elfaine’s own motherhood journey and shaped by the experiences, needs and feedback shared by mums within our community. 🩷

We introduced guests to three brand-new pieces:

1️⃣ LeakLock Nursing Wireless Bra

Our first-of-its-kind nursing bra, designed around the realities of breastfeeding with 4-layer LeakLock Protection, an EasyLock Magnetic Closure, five adjustable settings and the wireless comfort you know us for.

SHOP LEAKLOCK NOW >

2️⃣ SoftFlex Cotton Cheekies

Made from our custom cotton blend with a flexible V-shaped waistband, these were created to comfortably adapt with changing bodies through pregnancy, postpartum and beyond.

SHOP SOFTFLEX LOW-RISE NOW >
SHOP SOFTFLEX MID-RISE NOW >

3️⃣ Max-Sculptor Hourglass Waist Trainer

Our maximum-compression piece featuring 11 flexible bonings, double power mesh and a four-level adjustable fit for structured support and powerful shaping through postpartum and beyond.

SHOP MAX-SCULPTOR NOW >

And after months of development, fittings and fine-tuning behind the scenes, getting to see and hear everyone’s first reactions made the reveal that much more special. 🥰

Then We Got Real About Motherhood

Once the collection had made its debut, it was time to talk about the experiences that inspired it. ✨

Our first panel of the day was “The Motherhood We Don’t Always Talk About”, moderated by Elfaine and joined by Dr Samantha Rachel Yeo, Specialist Obstetrician & Gynaecologist; Yen Lim, IBCLC & Founder of Madam Partum; and Emily Tan.

And as the name suggests, we wanted to talk about the parts of motherhood that don't always get spoken about openly.

How much can you really prepare for birth? What changes after giving birth can catch new mums by surprise? When is it okay to return to exercise? And why can something as “natural” as breastfeeding sometimes feel anything but easy?

Between professional advice and personal experiences, the conversation was a reminder that there isn't one right way to experience motherhood — or one timeline everyone needs to follow. 🫂

Were You Paying Attention?

Of course, we couldn't let everyone sit back and listen without putting them to the test.

After our first panel came our first Quiz & Win of the afternoon!

Guests pulled out their phones for a quick quiz based on what we'd just discussed — with an amazing prize hamper (worth over S$1,600) waiting for the quickest (and most attentive) participant.

A little friendly competition never hurt anyone, right? 🤭

The Little Years, The Big Questions

Next, we moved from motherhood into another stage filled with plenty of questions: the early years of raising a little one.

Our second panel, “The Little Years, The Big Questions”, moderated by our founder, Kingsley and joined by Daniel Woon, Principal Speech Therapist at Speech Bubbles; Leann Low, Certified Sleep Consultant & Founder of Sleepy Bubba; and Emily Tan.

Baby sleep, speech, milestones, development, comparison — when you're a new parent, it can sometimes feel like there's always something you're supposed to be keeping track of.

The panel explored what “normal” actually looks like in those early years, how much variation there can be from one child to another, and some of the things parents may be worrying about more than they need to.

Because sometimes, a little reassurance from someone who knows what they're talking about goes a long way. 🩷

And Then... Round Two!

Another panel could only mean one thing: another Quiz & Win!

We challenged everyone with another round of questions from the discussion, with another prize hamper (worth over S$1,600) waiting for our top scorer.

And judging from how competitive things got, we may have underestimated how seriously everyone would take their quiz rankings. 😆🏆

Time for Your Comfort Journey

With our panels wrapped up, it was time to get out of those seats and explore!

Every guest received a scavenger map for Your Comfort Journey, designed to take them around the different experiences waiting throughout the event. 🗺️

The mission was simple: follow the map, visit each station, complete the activities and collect your stamps along the way.

Once their journey was complete, guests could submit their finished maps for a chance to win prizes worth over S$1,600!

(And yes, we've since picked our lucky winner. 🍀)

So Much to Discover

A huge part of Your Comfort Journey was getting to discover the brands and businesses helping women and families through different stages of motherhood. 🩷

Our brand partners — Bublotte, LoveAmme, Madam Partum, Peachy Bum, Similac and Singapore Lactation Bakes — brought their own little corner of the event to life, giving guests the chance to discover new products, speak directly with the people behind them, take part in experiences and enjoy exclusive treats and offers.

It was also an opportunity to slow down, wander around, meet other mums and spend some time together.

And judging from the number of goodies everyone left with, there was plenty to discover! 🤩

You Had Your Say Too

We didn't want “I’M IN My Motherhood Era” to be a day where you only heard from us. We wanted to hear from you too!

At one of our final stations, guests could leave their own Words of Comfort for fellow mums — little messages of encouragement, reassurance and advice from one woman to another.

We also asked everyone to vote for their favourite feature of our newly launched LeakLock Nursing Wireless Bra — and it was a close one! 👀

Our LeakLock Protection 💧 ultimately took the top spot, with our EasyLock Magnetic Closure 🧲 coming in a very close second.

Considering LeakLock Protection was created specifically to help take one more worry off a breastfeeding mum's mind, seeing it resonate so strongly with the mums in the room meant a lot to us. 🩷

The Best Part? Having You There.

As much as the day was about launching something we'd spent almost two years creating, “I’M IN My Motherhood Era” was always meant to be about more than a collection.

It was about bringing people together.

Getting to meet so many of you in person, hear your stories, answer your questions, watch you make new connections and simply spend the afternoon together was what made the event truly special.

So, to every guest who joined us; every speaker who shared their knowledge and experiences; every brand partner, sponsor and vendor who helped bring the event to life; and everyone working behind the scenes:

Thank you for being part of this milestone with us. We couldn't have imagined a better way to introduce our first-ever Nursing Collection to the world. 🩷

Until the Next One

The event may be over, but something tells us this won't be the last time we get everyone together. 🩷

We're already looking forward to creating more opportunities to meet you, hear from you and bring our community together again.

Want to make sure you don't miss the next one?

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And if you haven't met the collection that started it all yet, our 1st-ever Nursing Collection is now available online at iminxx.com and in all I’M IN Singapore stores.

SHOP THE NURSING COLLECTION NOW >

Xx, #IMINXX