A new local business is helping expectant mothers feel more confident, informed and supported as they prepare for labour, with a focus on natural techniques and practical tools.

Founded by Whakatāne mum-of-two Nicole Etter, Cosy Mama has grown from her own birth experiences and a desire to make alternative support options more widely known.

Mrs Etter said many women were unaware of simple, non-medical tools that could make a significant difference during labour.

“There’s so much information out there that can create fear and lead to intervention-led births,” she said. “I want women to know there are other options available to support them.

“From my experience in a medical setting I feel there is a greater influence on birth interventions, especially if a woman’s labour isn’t progressing as fast as expected,” she said.

“However, I hope expectant mothers know they have the right to make decisions for themselves, and to feel confident in querying suggested interventions if they aren’t necessary and safety isn’t compromised. Research shows interventions can disturb the natural physiological process of birth.”

Among the tools offered for hire are TENS machines – small devices that send gentle electrical sensations through pads placed on the lower back.

“It’s not shocks, it’s more like tingles,” Mrs Etter said. “It helps distract your brain from the intensity of contractions by giving it something else to focus on, stimulating the nerves that block the pain signals to your brain.”

She said the machines could be used from early labour, with intensity increased as contractions progressed.

“They were a huge part of what helped me through both of my births.”

Cosy Mama also hires out a birth pool for home use, and sells birth tools including acupressure balls, birth combs, electrolyte sachets, biodegradable placenta containers, and affirmation cards such as “I am stronger than I know” and “I am going through the biggest act of love”.

“The tools are about distraction and working with the body,” she said. “For example, acupressure balls and combs stimulate pressure points in the hands, which can help shift your focus away from pain.”

Mrs Etter said hydration was another often-overlooked factor.

“You don’t feel like drinking in labour, but even small sips with electrolytes can really help maintain energy.”

“It’s about giving women tools they can use anywhere, whether that’s at home, in hospital or at a birth centre.”

Cosy Mama also supports birth partners, offering resources such as The Ultimate Guide for Birth Partners, which includes practical checklists to help them feel confident and prepared.

“A lot of partners don’t know how to help, but there’s actually so much they can do – from massage and encouragement to understanding the stages of labour,” she said.

Looking ahead, she hopes to expand her product range to include items such as postpartum recovery sprays and organic teas, while continuing to promote natural and holistic approaches.

“I want women to feel empowered and confident,” she said. “They can come away from birth feeling positive and supported.”

Mrs Etter said word of mouth and connections with midwives would play a key role in growing awareness, alongside social media and community engagement. “I’d love for these tools to become common knowledge – not something women only discover after they’ve already given birth.”

She also credits her midwife, Brogen McBeth, as a strong influence, particularly in introducing her to homeopathy and a more intuitive, trust-based approach to birth. “Every birth is different,” Mrs Etter said. “It’s about trusting yourself, your baby, and having the right support around you.”

Cosy Mama aims to be a warm, supportive space for mothers, helping women explore their options, access practical tools, and feel more in control and confident throughout their birth journey. For more information, visit www.cosymama.co.nz.