Finding Our Bubble Wrap: The Story of Our Pivot
This Giving Tuesday We Share How Empowered Doulas Transform Maternal Care
Have you heard the story of bubble wrap? In 1957, two engineers, Alfred Fielding and Marc Chavannes, set out to create textured wallpaper. They sealed two shower curtains together, creating a bubbly pattern they were sure would revolutionize interior design. The world wasn'tquite ready for bubble wallpaper.
But here's where it gets interesting: In 1961, IBM needed a way to protect their new computers during shipping. Fielding and Chavannes' failed wallpaper found its true purpose – not as decoration, but as protection. Today, Sealed Air, the company they founded, is worth billions.
Sometimes, your original vision isn't your true calling. Sometimes, you need to listen to what the world is telling you it needs.
In May 2023, I opened Korédé House with a vision of creating a third space for mothers – a membership club where they could find refuge, connection, and community. We believed mothers would flock to a space that was just for them, eagerly signing up for memberships ranging from $39 to $247 per month.
They didn't.
But here's what we noticed: the mothers who did come were searching for something and someway to serve others; to serve the women in their care and in their networks. They were the guides who provided needed support and understood fears, hopes, and challenges of mothering women. Today, we call these women doulas — professional game-changers in maternal care.
Every mother needs one.
A century ago, my great grandmother was a birth worker in rural Nigeria, supporting mothers through their most vulnerable moments. When I faced postpartum depression with my third child, my mother nursed me back to health. These women - our mothers, grandmothers, aunties - were the original doulas.
Though doulas reduce C-sections by up to 58% and postpartum depression by over 40%, only 9% of births have this critical support. Why? Because 43% of birth workers leave within five years, unable to sustain their practice.
We're bringing back this vital tradition of continuous support, powered by modern professional infrastructure. We had created bubble wrap wallpaper when what the world needed was a scaffolding of support for the nurturers of society’s most precious cargo – mothers, babies, families.
We're making a real difference.
Our doulas and peer leaders are transforming maternal care, supporting mothers through every stage of their journey, reducing postpartum depression rates, improving birth outcomes, and building stronger families through our doula empowerment platform.
You see, at Korédé House, we believe in the power of community and connection. We believe that every mother deserves to feel supported, valued, and empowered throughout her maternal journey. We believe in harnessing the wisdom of trained doulas, the strength of shared experiences, and the power of intentional spaces to create something transformative.
Just as bubble wrap found its calling in protection, we found ours in village-building. This isn't just about finding a better business model. It's about discovering our true purpose: doula empowerment to transform maternal care.
So we pivoted. We leaned into what was working. We transformed our model from a members' club to a comprehensive maternal care provider. The same space, the same heart, but a different approach. And suddenly, everything clicked. Today, instead of charging monthly memberships, we provide comprehensive maternal and billable care providing sustainability for birth workers and needed caregiving and village for moms.
Our spaces aren't just beautiful rooms – they're sanctuaries where doulas and mothers find their strength. Our doulas aren't just birth workers – they're guides through the transformative journey of motherhood, from pregnancy through menopause. Our community isn't just a network – it's a village that holds and supports each mother as she grows into her new role.
To every mother who walked through our doors in those early days, thank you. You helped us find our true purpose. To every doula who believes in our vision, thank you. We believe in you. You help us understand what real support looks like.
To every family who trust us with their journey, thank you. You help us become who we were meant to be.
And to you, reading this now, whether you're a doula, a mother, a soon-to-be mother, or someone who believes in the power of supporting mothers – welcome. We've found our bubble wrap moment, and we're just getting started.
With boundless optimism and unwavering commitment!
Ronke
P.S. Sometimes the most valuable innovation isn't in creating something new, but in building the support system that allows ancient wisdom to thrive in modern times.