Columbus entrepreneur receives funding to turn ambition into impact
Britnee Wheeler is a trailblazer, mother, wife and entrepreneur. Through her company, Rose Maternity Co., she’s changing the postpartum experience for new moms. At the Synovus 2024 Women Mean Business luncheon in Columbus, Georgia, the bank presented Wheeler $10,000 in honor of her recognition as the BizPitch traditional winner through StartUP Columbus, a small business incubator. This funding will help her expand her client base, grow her merchandise and increase her audience reach.
Wheeler, a mother of five, has tapped into the postpartum market based on her experience and understanding of what moms need. She partners with doulas and healthcare professionals to connect with her audience. According to Wheeler’s research, she’s the only African-American woman who owns and operates a postpartum undergarments business in the U.S.
Penny Good, retail market manager says, “My goal is to help business owners in my community, like Britnee, get to where they want to be. I want my business clients to see me as a trusted advisor who has worked to understand their specific business needs – someone they would consider a true business partner.”
The money Wheeler received will go toward a niche product expansion outside of maternity and postpartum undergarments that will cater to the needs of teenage girls and women. She has already started sourcing fabrics to make the new undergarments eco-friendly, keeping the well-being and comfort of her customers in mind.
“Whether they’re working or staying at home, my driving force is creating solutions for moms who need to heal their bodies and engage in self-care.”
She says she’s proud of the customer feedback showing how her products help moms heal. Wheeler realizes women have many responsibilities in addition to motherhood, and she wants to offer a sense of self-care and healing. “Whether they’re working or staying at home, my driving force is creating solutions for moms who need to heal their bodies and engage in self-care,” she explains.
Ben MacMinn, StartUP Columbus executive director, emphasizes businesses like Wheeler’s significantly impact the community. MacMinn explains that “Rose Maternity Co. and companies like Wheeler’s play a pivotal role in enhancing the entrepreneurial ecosystem of Columbus, exemplifying the potential for local businesses to stimulate economic growth and job creation.”
The value of investing in the growth of small businesses extends beyond Wheeler’s individual success. “By creating jobs and expanding her reach, Britnee provides an essential service that enhances community well-being,” MacMinn explains. “Rose Maternity Co. addresses the unique needs of expecting mothers, making them feel seen, heard and cared for during a pivotal time in their lives.”
Wheeler explains much of her exposure comes from the support of partnerships in the neonatal industry and her family.
She says her husband of 13 years and children are her best salespeople. “If a teacher at their school has a baby, my kids will tell them, ‘I have to give you my mom’s product,’” she laughs. “Even my husband tells people that his wife sells postpartum products.”
Recently her children opened a lemonade stand at one of their dad’s weekend softball games. Wheeler was surprised at their success, earning $700 in less than two days. “As an entrepreneur they see that mommy’s doing it and their eyes are open to the idea that you can support yourself by doing what you love and it’s not necessarily a ‘job’,” she says with a smile.
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