Believe in the power of community. On some days when you feel big goals are impossible, or when you feel like giving up, you need to lean on your like-minded community. You can even “borrow” motivation, and in turn “return” with your own inspiring stories to pay it forward.

In this special column called the “TLC x Fempreneurs Series”, we will be featuring inspiring Female Entrepreneurs (Fempreneurs) in short. You will be able to have a sneak peek at their mindsets and their daily habits.

Meet Joanna Goy

Whoever said, “Don’t cry over spilled milk” obviously has not pumped more than 100ml and accidentally knocked over. If you are a mummy that is nursing, you definitely can relate to this. Meet Joanna Goy, the founder of Singapore Lactation Bakes (SLB) and learn about her entrepreneurship journey.

Joanna Goy, Singapore Lactation Bakes, SLBTell us a little about yourself.

I’m Joanna Goy, mother of 3 beautiful girls and the founder of Singapore Lactation Bakes. We specialise in support mummies in their breastfeeding journey by baking them delicious lactation bakes such as cookies, muffins and brownies.

Joanna Goy, Singapore Lactation Bakes, SLBWhat got you started on your business?

I was a low-supply mummy myself and I struggled a lot on providing just enough for my eldest girl. When I returned to work in the bank, I found it challenging to juggle between my work and my newfound role of being a mother. It was increasingly difficult to find time to pump, and I agonised over the fear of a further decrease in my supply.

Like many mothers, I was constantly gripped by the fear of inadequacy and anxiety. What do I do if I cannot provide sufficient supply to meet the growing needs of my daughter?

A few years later, I was blessed with my second daughter. The same fear strikes again when my yield was as low as before. I am thankful to have met a wonderful community of mothers online and from there, I learnt about lactation cookies. To overcome the high cost, I started to explore if I could bake them myself.

Through multiple tries, my milk production increases. Three months later, I noticed that my milk had not only became thicker, but I was also able to yield a lot more. My yield has increased so much that I can now afford to give both my girls a milk bath daily, and still have a freezer stock full of frozen breastmilk. Unlike before, now both my daughters can enjoy the benefits of breastmilk simultaneously.

Singapore Lactation Bakes (SLB) was started out of necessity.

Joanna Goy, Singapore Lactation Bakes, SLB

We heard you did a career switch. What were you doing before setting up SLB?

I was a Relationship Manager. The transition was manageable as I did things in a slow and steady, step-by-step manner.

What were some difficulties you faced in your life and how did you overcome them? 

To overcome the feeling that I’m not enough for my children. I think many mothers will be able to relate to this. Prior to my firstborn, I thought breastfeeding will be a breeze. I didn’t pay much attention to it, as I thought it will be a natural process. However, due to the fact that I did not have enough milk, I thought I failed badly as a mom and almost went into depression.

Work is tough, and time spent with my firstborn was very little. I also missed many milestones because of that.

However, I tried my best to remain positive, received much support from the people around me and eventually I overcame this feeling of inadequacy.

What is your vision / personal motto?

Positivity opens up opportunities.

Joanna Goy, Singapore Lactation Bakes, SLBWhat excites you most about your industry?

I get to talk and empower other mothers to feel that they are enough. It is very fulfilling. In fact, I went to pursue further trainings to become a lactation councillor. I wanted to do this because of what I have experienced (due to a lack of knowledge) so I wanted to take the course to become more competent in guiding other mothers.

My heart is full whenever I managed to help others become more confident when they don’t have to go through what I had been through previously.

Joanna Goy, SLB, Singapore Lactation Bakes, Thomson Medical Centre, Thomson Parentcraft CentreWhat have you learnt recently that you hope the other ladies can take back?

We should not defined by how we look. The most important thing is our attitude and knowing that you are enough.

Joanna Goy, Singapore Lactation Bakes, SLBWho inspires you?

My fellow momtrepreneurs – They are my pillar of strength and source of inspiration!

What do you do in your free time as self care? How do you unwind? 

I play Nintendo switch.

Joanna Goy, Singapore Lactation Bakes, SLB, Lactation Cookies

Connect with Singapore Lactation Bakes (SLB)!

Singapore Lactation Bakes is the brainchild of founder Joanna Goy who specialises in the creation of lactation cookies and muffins with a variety of flavours to suit the different palates of nursing mums. SLB desire to help mothers succeed in their breastfeeding journey.

Singapore Lactation Bakes, SLB, Lactation Muffin

Singapore Lactation Bakes, SLB, Lactation Cookie CupsWebsite: www.slb.sg
Instagram: https://www.instagram.com/singaporelactationbakes
Facebook: https://www.facebook.com/singaporelactationbakes

Good News!

Head over to The Ladies Cue Instagram to find out how you can stand a chance to win a SLB Lactation Set (worth $190)!

Singapore Lactation Bakes, SLB, Lactation SetAre you a Fempreneur too?

Connect with us – we’d love to feature you! Say hi to us at [email protected] or reach out to us via our social media.

Read TLC x Fempreneur Series:


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