Having experienced her own challenges with broken sleep, pelvic girdle pain and body aches during pregnancy, Elle Nilsson recognized a clear need for a supportive, effective and lasting solution. She wanted to help other mums who struggled with sleep like her and show them there was a better, safer way to rest during pregnancy – with real support and peace of mind. That was the beginning of it Belly Blissa New Zealand brand dedicated to improving sleep and comfort during pregnancy and beyond. THE Belly Bliss Pregnancy Pillow provides soft, supportive comfort that helps you drift off faster, sleep longer and wake up feeling rested. Constructed with premium crushed memory foam for adaptive support and wrapped in 100% breathable bamboo fabric, it’s designed to keep you cool, comfortable and snug at your side – all night long. Here, Elle talks to The Natural Parent magazine about the inspiration behind her business, the challenges she’s overcome along the way, and her hopes and dreams for the future.
The passion: What inspired you to create your business?
When I was pregnant with my first baby, sleep was one of the first things to go. My body was changing and no sleeping position ever felt comfortable. I was stacking neck pillows under my belly and between my legs, but I still tossed and turned throughout the night. In addition, I suffered from pelvic girdle pain and body aches that made even the smallest movements at night painful and kept me awake at night.
When I was pregnant with my second baby, I knew I couldn’t go through that kind of broken sleep routine again, especially not working full-time again with a toddler to chase mornings and nights. I realized how important proper rest is, not only to feel good, but also to cope with whatever pregnancy throws at you.
Then I started dreaming of a better solution. I wanted to create a pregnancy pillow that provides truly lasting support – a pillow that adapts to your body, offers real comfort and remains useful long beyond pregnancy. Not something you give up after two weeks and throw in the cupboard. And so, Belly Bliss was born: a customizable 3-piece pregnancy pillow designed and tested on a tired, aching mom (me) who wanted a more restful, supported, and safe sleep. And to share that comfort with other moms going through the same thing.
The launch: How did you get started in the first place?
I just started Belly Bliss in September 2025, so it’s all still a huge learning curve.
To make things even more exciting, we welcomed our second baby a week before we started the business, so my daily to-do list was full from day one! This business is a project of passion and I feel deeply connected to the product. Even with so much going on, it never feels overwhelming because I truly believe in what I’m creating.
Every day, my goal is to reach more moms who struggle with sleep like I do and show them that there is a better, safer way to get rest during pregnancy with real support and peace of mind.
Innovation: What has been the biggest breakthrough for you with your business?
One of the most important discoveries was navigating the sampling process. It has been an incredibly long and challenging journey and months of testing different suppliers, fabrics and fillings. As a perfectionist, I found it frustrating at times. nothing seemed to align with the exact vision I had in mind and the process was time consuming and expensive.
That said, it was worth it. Even though it felt like it was never ending, you really only have to go through this intense phase once. Achieving the final product was a major milestone and I’m really proud of what we created. Of course, as with any product, there will always be room for improvement and ideas for future iterations, but as they say, sometimes you just have to start with “good enough” and improve as you go.
Yin and Yang: How do you balance work and family?
I’m really lucky to have a supportive partner who believes in me and the business. This makes a big difference when you are raising two young children and starting a small business. But honestly, I don’t think there is such a thing as a perfect work-life balance. Each day requires a conscious choice of where to put your energy. Some days, your family needs more from you and other days, you can give more to the business. It’s a constant balancing act and having a strong support network and an understanding family is essential. I remind myself that I am not doing this alone and I am not doing this just for me. This trip is for my family and is one of the biggest “whys” on the days I struggle.
