We recently connected with Jillian Rothe and have shared our conversation below.

Jillian, thanks for joining us, excited to have you contributing your stories and insights. Can you tell us a story about a time you failed?

I’ve created this whole brand and company basically on accident. We created a product to solve our own problem and then eventually figured out how to build a website and drive marketing intentionally. We were smart enough in the beginning to apply for a provisional patent, but didn’t ahve the same sense of urgency for trademarks.

In these past 7 years, I have learned a TON about IP (Intellectual Property) in the process.
Early on, we chose the name MAMMaway (as we created products for when the MAMMaries are AWAY). Clever, right? Until I realized there was another company in the baby space called Mama Way so wouldn’t be able to trademark that name.
In 2022 we got on Amazon, but without a trademark on our name, couldn’t apply for Brand Registry. Our patent was issued in 2023, so I thought we were covered.
Turns out I was SO WRONG!
In the fall of 2023, my entire listing went to zero due to counterfeit sellers taking over my listing. And because i didn’t have Brand Registry (a Trademark), there was nothing I could do to stop it. Fun but infuriating fact: a patent is completely unenforceable without a trademark on Amazon.
So in January 2024, we rebranded to MilkWorx and were finally able to defend out patent against knock offs and regrow our brand. In this rebrand, we were also able to take down one of our biggest counterfeit competitors and regain market leadership in our space.

Lesson: have a good IP attorney and strategy for your brand!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m an engineer, entrepreneur, mom, and problem solver at heart—but I landed here entirely by accident! Not only was I told I’d never have kids due to endometriosis, but we also developed this product just to solve our own problem. And just like that, the Freeze It Flat—and me as a mom—were born.

Originally launched as MAMMaway, we recently rebranded to MilkWorx, where we design high-quality, parent-centered solutions for breastmilk storage and pumping. Our products are built specifically for oversuppliers and working moms who need a streamlined, stress-free pumping experience. Our flagship product is the patented Freeze It Flat, and we’re rolling out even more innovative tools to help parents organize milk and share the load.

What sets us apart? We put parents first. Pumping can be overwhelming, isolating, and exhausting, so we create products that don’t just “work” but can be used by anyone in the village to lighten the load on mom. Our mission? Teach the village, improve mom’s confidence, and reduce her mental and physical workload.

I’m incredibly proud to be the owner of a small U.S. manufacturing business and a patent holder—because legacy and representation matter. But what fuels me most is seeing the impact we’re making for other parents. When moms share how our products help them feel more in control, less stressed, and fully supported on their feeding journey, that’s the ultimate reward.

MilkWorx isn’t just another baby brand—it’s built by a mom who’s been there. We’re here to make pumping simpler, smarter, and more empowering because managing storage for that liquid gold shouldn’t have to be so hard!

Can you talk to us about how you funded your business?

Funding MilkWorx wasn’t a traditional startup story—it was a scrappy, self-funded leap of faith. We didn’t have deep pockets, big investors, or a trust fund. Instead, we bootstrapped it from the ground up, reinvesting every dollar back into the business.

It all started with a problem we needed to solve for ourselves. I designed the Freeze It Flat to store my own milk more efficiently, using parts from Daiso while we lived in Singapore. When I realized other moms needed it too, we took a DIY approach to bring it to life.

Being engineers, we handled our own design work (with the help of my brothers), then naturally put a $150, 12-ton hydraulic press in our garage—because, why not? I even taught myself to sew again to get the first versions made. I didn’t have packaging, solid branding, or the slightest clue how to sell the thing—but I knew how to make it. So, I bet on myself and used my day-job bonus to invest in the business. I still remember being absolutely terrified to place that first $300 order for raw materials!

We launched small. Our first six months in business, we made about $1,500 total.

From there, it was a game of strategic reinvestment. Instead of taking on outside funding, we kept things lean—producing in small batches, optimizing margins, and growing organically through sales. Every win (no matter how small) got reinvested into product improvements, manufacturing, and expanding the brand.

Fun accounting fact: I also set this up as a Line of Credit (LOC) from myself to the business, so when I pay that loan back, it doesn’t count as income—it’s a capital gain. 😉 (Ask your accountant!)

How about pivoting – can you share the story of a time you’ve had to pivot?

Becoming a parent—when doctors told me I never would—was a huge pivot! And then to launch a baby product on top of that? I feel like my entire life has been a series of pivots!

But one of the biggest came in 2023, when I had to rebrand my business—not because I wanted to, but because it was that or shut it down just nine months after being awarded my patent.

For years, I had been selling our patented Freeze It Flat under the name MAMMaway. I never applied for a trademark because there was another company with a similar name, and I was more focused on securing the patent (plus, I got some bad legal advice early on… oops). At the time, the patent felt like enough protection.

Then, my Amazon listing got taken over by Chinese counterfeiters. Not only were they selling knockoff versions of my product on my own listing, but without a trademark, I couldn’t properly enforce my patent or defend my brand. (Someday, someone at Amazon is going to have to make this make sense!)

So I had two options: give up my patent rights with no trademark protection or pivot fast and rebrand.

At first, it was a gut punch. Years of work, brand recognition, and momentum—gone. But once I committed to the pivot, relaunched from scratch, and successfully took down the knockoffs, I realized it was an opportunity. The universe does this to us sometimes…

Rebranding to MilkWorx gave us the chance to refine our identity, clarify our mission, and build a stronger foundation for the future. Instead of fighting to salvage something fragile, I got to create something bigger and better.

That experience taught me a huge lesson: protecting your brand is just as important as building it. And sometimes, the pivots we dread the most are the ones that set us up for even bigger success.

Contact Info:

• Website: https://mammaway.com/
• Instagram: https://www.instagram.com/mymilkworx/
• Linkedin: https://www.linkedin.com/company/mammaway/
• Youtube: https://www.youtube.com/channel/UCjjXZFV9UYizuSoLuTGVqbQ
• Other: https://www.linkedin.com/in/jillianrothe/

Image Credits

Kim Wnuk Morgan, KW Designs Photography
Ramon Balderrama, Henery Agency
Nat Caron, Natcaron Photography