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Ms. Rakowski-Gallagher was a five-year veteran of the New York Police Department when Samantha, the first of her two children, was born in 1998. Stunned to discover that New York lacked a single go-to place for women in need of everything from advice on avoiding mastitis to nipple shields (what’s that, you ask? exactly!), she opened a breast-feeding clearinghouse from her dining room table…

“I never wanted to be known as the woman who sells the most fashionable nursing clothing,” she said, adding that she aspired to be “the woman who put easier breast-feeding on the map of New York City, and made it something as ordinary as eating pie and talking on your cellphone.”

“Are you going to nurse in something that looks like a stretched-out athletic sock, or do you want to wear a completely blinged-out HOTmilk or Marlies Dekkers nursing bra that looks just like what Lady Gaga wears?” Ms. Rakowski-Gallagher said. “Nursing is normal. And normal means that you can be really gorgeous.”