From a heartfelt idea to a fully operational business in just six months, The Breast Thing is a shining example of how passion, expertise, and the right support can transform a dream into reality. Founded by Jacinta Wiley, a qualified paediatric nurse and neonatal specialist with over a decade of NHS experience, the business offers evidence-based breastfeeding support to families across Edinburgh and the Lothians. Jacinta’s professional background includes daily support for acutely unwell babies, training NHS staff in breastfeeding education, and being a UNICEF Baby Friendly Initiative trained specialist — credentials that underpin the high standard of care she provides.
The inspiration behind The Breast Thing came from Jacinta’s personal observations and conversations with friends. She noticed a significant gap in accessible, timely breastfeeding support, with many mothers facing long waits, emotional distress, and financial strain when forced to switch to formula feeding. Determined to make a difference, Jacinta envisioned a service that would empower women with the knowledge and support they need — ideally starting in the antenatal stage — to navigate the challenges of breastfeeding with confidence.
In March, Jacinta reached out to Business Gateway East Lothian and connected with adviser Irene Ramsay. With no prior experience in marketing or running a business, Jacinta admitted to feeling overwhelmed and full of self-doubt. Irene’s gentle and encouraging approach helped her work through the initial stages at her own pace. As Jacinta’s confidence grew, she sought further guidance on tax and funding, and with Irene’s support, successfully applied for the East Lothian Council New Business Start-up Grant, receiving the maximum award of £500. This funding allowed her to secure insurance, print business cards, and begin building her client base organically.
Jacinta’s vision for the future is rooted in community and compassion. She hopes to run weekly classes that bring women together, fostering a supportive environment where no mother goes more than 24 hours without being seen. Her commitment to providing a high-quality, ethical service ensures that women receive the help they need without being taken advantage of.
Reflecting on her journey, Jacinta offers this advice to others considering a similar path: “Talk to Business Gateway East Lothian. For someone with zero experience, it makes it less scary. They break up the process of starting a business into bite-size pieces and guide you through it with real care.”
The Breast Thing stands as a testament to the power of combining professional expertise with genuine empathy and the transformative impact of local business support.
Contact:
Jacinta Wiley, The Breast Thing
[email protected] | 07301276696
