Here, you can expect to learn more about the campaign or find handy tips for nursing / pumping in public places. Stay tuned for our updates and write in to us if you would like us to talk about a special topic!

Additionally, if you have any useful information or experience to share with fellow mummies, we would love to hear from you too!

The Studio Loft

It’s no secret that every mummy is at least slightly obsessed with her baby. With their cute puffy cheeks, chubby arms and that disarming winsome smile, it’s no wonder that mummies are always a little starry-eyed about their babies.

We all know too well though, that babyhood lasts too short a while. Before they lose their adorable little baby fat and start babbling a hundred words a minute, why not immortalise your favourite moments?


The Studio Loft, a proud sponsor of BFFsg, is an established professional photography studio with an all women team focused on creating beautifully simple, fun yet real images that tell a story of you and your family. They specialise in maternity, newborn, children and family portraiture and aim to help you create artistic memories that are natural and honest representations of love and family.


The Studio Loft has a variety of packages that cater to families of different shapes and sizes. If yours is more of an outdoorsy and active kind of family, you may even request for an outdoor shoot! Here are a few of their special packages:

Bloom is a cosy studio session for pregnant women with a lady photographer who’s a mother herself. If you are adventurous, you can opt for an artistic nude session to show off your blooming curves! Husbands and elder children or even pets are encouraged to join in the photo session. The best time for a Bloom shoot is anytime after your 33rd week.

Teeny Weeny is a 2-hours photo session for your newborn under 2 weeks old. Be prepared for lots of waiting, feeding, peeing and sometimes, poop happens as well. But they are only this tiny once in their lifetime, so try not to miss the newborn session!

The Little Big Shots package is for babies/kids and can be extended to a family shoot by paying $15/head for every additional family member.

Ratecard 2013

For more information on The Studio Loft and the work that they do, check out their website here


See you there!


Nira Nitikan X BFFsg


Motherhood and breastfeeding is never an easy journey; it is an uphill challenge. BFFsg spoke with Nira Nitikan, celebrity blogger and fashion designer at, about motherhood,  her breastfeeding journey, and how she fends off unwanted attention from the public while she feeds her child.

How have things changed for you since you became a mother?

Motherhood has changed the ways I view and experience life as becoming a mother makes me a student and my daughter teaches me so many things. Before, I was all about career and social life but the needs and wants of my child is now the driving force behind my decisions.

I find myself more motivated to be the better person and the best mother I can be; although I’m not at my best yet, giving up is not a choice. Being a mother has also helped me to understand and empathize with my own parents more than ever. I feel very challenged as a mother, yet blessed and loved, and my child is the most precious gift to my life.

When and why did you decide to breastfeed Terena?

Breastfeeding is naturally the greenest way to feed a baby; it provides great bonding between mother and baby even though it is challenging. I breastfed and bottle-fed (with breast milk) Terena for a year before I slowly started weaning her to formula milk.

Did you ever nurse your daughter in public? If so, could you share your experience?

Yes, of course. In the beginning, it was really messy as I struggled with leakage even with absorbent bra pads. After each feeding, I would have to deal with the wet patches on my top and nursing cover as well as my daughter’s leaking diaper. Some suggestions I have for a newly breastfeeding mother is to place your nursing stuff where you can easily get them, pack more bra pads just in case, or pump sufficient breast milk for outings (that only works if your child is alright with bottle feeding).

What do you think are the general attitudes of Singaporeans about breastfeeding in public?

From my own experiences, I personally think that a fair number of Singaporeans are open-minded about breastfeeding in public with nursing covers. For mothers who prefer to breastfeed in privacy, a few shopping centers and restaurants in Singapore do provide proper nursing rooms as well. However, I think there could be more breastfeeding friendly places as the number of mothers continuing to breastfeed has already increased.

What are your personal views?

I think it’s not an offence to breastfeed in public as long as a mother uses her nursing cover properly and does not expose her breast more than necessary while feeding her child. It’s a must to ‘nurse’ your baby whether with bottle or breast. I strongly believe that an increased acceptance and support of breastfeeding would be very beneficial.

What are some of the obstacles that you faced when breastfeeding in public and how did you overcome them?

I was once asked by a stranger to find a washroom to breastfeed my child while I was breastfeeding her with a nursing cover, and other times, people would stare. I overcame all this by simply ignoring their different opinions or negativity because I believe I do not expose anything that I shouldn’t and what I need to do as a mother is to feed my hungry child.

What kind of support was the most important to you when you were breastfeeding?

A good break. It was exhausting to nurse every 2-3 hours for a few weeks during the first two months and all I wanted was a longer nap or a nice shower for 20-30 minutes without interruption. Very fortunately, my family was supportive and I’m very thankful for their simple kind acts.

What is your favourite thing about breastfeeding?

It’s the love bonding between my baby and I. It’s a peaceful moment where I feel as though there’s only the two of us in this world. It’s a message to my little baby to ensure her protection and love through the snugly warmth of my body.

Do you think that public breastfeeding has impacted your life and relationships?

Not that I can think of, but it would be even better with more social support such as more breastfeeding-friendly places etc.

Do you have any advice or note of encouragement for other mummies?

If I say that breastfeeding is all about wonderful experiences, that would be a lie because there will be some pain, messiness, and obstacles that might cause you to want to give up. But if you are able to go through all those things, concentrate on the good parts and enjoy the process without giving yourself too much pressure, then I think breastfeeding is going to be one of your greatest experiences as a mom. Finding great support and giving yourself a break is very necessary. The very last piece of my advices is to do what you feel most comfortable in and focus on the needs of yourself and your child.



Children in Singapore, even the littlest ones often have their schedule jam packed with educational program, music classes and other kinds of enrichment. There is no lack of such activity providers with scores of new centres opening up everyday. Sometimes though, kids just want to have fun, and there’s no better place to have fun than at GIGGLES Indoor Playground!

GIGGLES facilities include a SONA (An Interactive Playground System), an Activity Tower, as well as SNUG Play which promote active bonding between parents and their children. Most recently, they even added the GIGGLES Play House, which consists of an indoor water play area and a multi-sensory room. The latter is part of what sets GIGGLES apart from other indoor playgrounds. Though all are welcomed at the multi-sensory room, it was brought in to cater to children with special needs who may respond better to specific kinds of sensory play.


GIGGLES has a passion for special needs children and since its conception, has worked on many charitable projects in effort to support them. In the same vein, it has developed its own play-based enrichment program designed for children aged between 3 to 8 years old, diagnosed with Autism Spectrum Disorder (ASD), Attention Deficit/Hyperactivity Disorder (ADD/ADHD) or other specific learning disabilities. Aptly named the Joy of Learning Program, it provides an individualised program for every child, based on their interests and needs. Further, It is a child-centered and relationship-based program incorporating The Son-Rise Principles.

The program aims to develop each child to become socially successful, motivated and independent. The facilitators seek to enter the child’s world by playing with them in order to develop their interest in learning. With this approach, GIGGLES hope to employ a loving, nurturing, and accepting way of letting children develop their interest to learn.


Sessions will be conducted once a week at the GIGGLES Play House with an option of 1 hour or 2 hour classes, after which the children are free to enjoy GIGGLES at no extra cost. Here are some quotes from testimonials written by parents who have children in the program:

The Son Rise Program is probably the safest environment your child can possibly be in, it is a place where he/she can come out of their comfort zone and just be themselves and be celebrated for it. In the playroom with Adam, I have observed Faith and Laura work on areas that not only promote Adam’s abilities, but also challenge him whenever he gives them a ‘green light’. Adam has amazing eye contact with Faith and Laura and he enjoys playing with them. He’s also lets them into his world and this was greatly fostered by the joining and celebration technique.

– Mother of Adam S.

Giggles’ playroom provides Nicholas, a child diagnosed with Autism, with an opportunity to play with a loving adult that’s outside his own family. A loving and accepting environment allowed him to step out of his comfort zone and appreciate the joy of play, interacting with people as well as stretch his flexibility. It has increased his confidence in initiating conversation with other children.

– Rowena and David

To find out more about this wonderful program, head over to!


Hegen to the Rescue!

Hegen_Family_v2Breastfeeding, as we know it at BFFsg, is a wondrous and beautiful experience between mother and child. Yet behind the flushed glow of a proud mama and the contented sigh of her baby, lies an uphill battle and a lot of hard and sometimes dirty work.

Enter Hegen, one of BFFsg’s amazing Champion sponsors!

In an effort to enhance the breastfeeding experience for mothers and their babies, Hegen aims to simplify and complement the nursing experience through its specially designed products. They designed their products to enhance user experience, seamlessly combining breast and bottle feeding while minimising nipple confusion. This way, both mama and baby can be kept happy without a single drop of mama’s goodness going to waste.

By simplifying and complementing the nursing experience, Hegen ensures that babies get the best nutrients in their diet while turning nursing into a positive bonding experience that both mother and baby can enjoy. With their revolutionary, practical, and multi-functional designs that encourage a sustainable and hassle-free breastfeeding lifestyle, mothers can be better equipped to carry on breastfeeding for as long as they wish.

Hegen has generously sponsored a pair of Hegen SG50 PCTO™ Breast Milk Storage Containers for all of our registered mummy participants at the Breast Friends Forever Gathering Launch Event on 28th February as well as our other upcoming BFF gatherings!

Hegen SG50 PCTO™ Breast Milk Storage (150ml)

SG50 Bottle

  • Hegen’s first-of-its-kind soft-square shape stackable shape is also ergonomically designed to make it easier for babies to hold. Its containers nestle together when empty and stack neatly when filled for an instant milk storage system that leaves you with more room for your daily essentials. The breastmilk container storage lids feature snap-on interconnecting buttons for smart organisation.
  • Air-tight and leak-proof, Hegen’s ergonomic space efficient shape makes the best use of space while sealing nutrients in. Made out of glass like Tritan material without the associated breakability and weight, Tritan is free of BPA, EA, AA, PVC & Phthalates.
  • The modular design of the bottle allows you to Express-Store-Feed in a single container by simply swapping adapter or lids. No more wasteful transfer of milk necessary, making every drop count! A Hegen is both aesthetically pleasing and inherently functional!

Thank you Hegen for your kind contribution!

Mummies, here are some special deals you should be looking out for:

Takashimaya Baby Fair 2016 (9th March to 27th March)

Special Gift with any purchase
FREE Teether (worth $10.80) with any purchase

Weekly Specials

Week 1 Special (9th March to 13th March):
FREE Pair of Hegen Breast Pump Adapters (worth $23.80) with every purchase of Hegen Breastmilk Storage Containers (6-pack)

Week 2 Special (14th March to 20th March):
FREE Pair of Hegen Teats (worth $12.80) with every purchase of 2 x Hegen Feeding Bottles

Week 3 Special (21th March to 27th March):
FREE Pair of Hegen Storage Lids (worth $11.80) with every purchase of 2 x Hegen Feeding Bottles

Lianhe Zaobao Feature

#BFFsg is in the news again!

We have been featured in Lianhe Zaobao (21st Feb, Sunday). We believe, with more news, comes more education. Breastfeeding is a natural act that paves the way for light. There is no reason to hide it and keep it in the darkness.

我们上报了! 我们相信,随着大众与社交媒体的广泛,国人将会获取更多关于母乳喂养的知识。哺乳,是一件很自然的行为。我们应该给予哺乳妈妈们多一些支持和认可,而不是带着有色眼镜对待。

Zaobao feature 1

Zaobao feature 2

Launch of BFF!

This January we proudly launch the Breast-Feeding-Friends (BFF) campaign! What is the BFF campaign all about you ask? Simply put, BFF is all about creating an inclusive and supportive public environment in Singapore for breastfeeding (or pumping) mothers.

Breastfeeding is a natural and beautiful act which should be supported, not just on the individual level, but also on the societal and corporate level. However, breastfeeding in public, whether discreetly or openly, is still seen as a taboo in Singapore. Though it is generally welcomed in theory, there are few social and corporal norms that support nursing mothers. It is not uncommon for women in Singapore to experience harassment or uncomfortable situations because of breastfeeding in public.

How does BFF tackle this problem then?

BFF aims to generate awareness and create discussion on the issues faced by mothers when breastfeeding in public through social media outreach, call for online pledging, and creating a community of businesses who support breastfeeding mothers.

The BFF portal acts as a Trip Advisor of sorts for nursing mothers. It showcases the community of establishments who pledge to welcome breastfeeding/pumping mothers and protect their dignity. When heading out, mothers can access the site to search for these establishments and check out the amenities available, before deciding the plans for the day. They can also leave reviews to help establishments improve their service, or praise them. Other mothers can also benefit from these reviews.

This issue however, is not limited to just breastfeeding mothers. As it involves public spaces, all Singaporeans are also implicated. It is us, the people, who will make up the “inclusive and supportive public environment” that BFF is hoping to cultivate. Businesses do their part in taking a stand by pledging to be breastfeeding friendly, the public can do so as well by making an online pledge or by sharing our content with friends and families.

Change in public perception does not happen overnight, it may not even happen over 5 years, or 10, or 20. But we believe that every single step in the direction counts. If you believe that mothers should be able to feed their babies in public without judgement, and should be embraced with understanding and love, join us in our cause today! You can show you support in the following ways:

Own a business that uses public spaces?

Pledge to be a BFF (Breast-Feeding Friend)! All BFFs will receive a toolkit complete with decals and FAQs on how to be more breastfeeding friendly.

Want to recommend a business that you believe is aligned with our values?

  • Write to us and we’ll contact them to try and make the magic happen!

Just want to show your support?

  • Join us as a volunteer!
  • Pledge your support by hashtagging #BFFsg! In addition, look out for an exciting online pledge challenge that we have coming up in the month of February.
  • Share our articles/videos to your friends and families!

Signing off, The BFF Team

This non-profit initiative is powered by

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