About Dalen Dinneen, its founder Work and Lovethe journey through pregnancy, birth and delivery opened her eyes to both the incredible power of the female body and the surprising lack of support many women feel during this time. Inspired by her own experiences, she has created a carefully curated brand focused on gentle, low-toxic support for pregnancy, labor and delivery. With an emphasis on organic body care, simple rituals, calendaring and water birth support, Work and Love was born from the desire to care not only for babies, but also for the mothers who bring them into the world. Here she talks to The Natural Parent magazine about the passion behind her business, the challenges she has overcome and her hopes and dreams for the future.
The passion: What inspired you to create your business?
Short answer? Becoming a mother completely turned my world upside down in the best, dirtiest way.
Pregnancy, labor and delivery showed me how incredible the female body is, as well as how fiercely supportive women can be this season. There is so much focus on the baby (as it should be), but somewhere along the way, the mother is often told to “get on with it”. Spoiler: this isn’t exactly helpful when you’re leaking, healing, emotional, and running on very little sleep.
I was naturally drawn to a slower, more intuitive way of preparing for birth. Home felt right. The hot water was amazing. Being able to move, breathe, and trust my body mattered more than ticking boxes or rushing timelines. And the baby just came? Rest, gentleness and hands-on support suddenly became non-negotiable.
What I noticed was a void.
There were lots of baby products everywhere, but very few that really felt like it for the mother. Very few recognized the painful days, the hormonal roller coasters, the long nights, or the quiet moments when you want something comforting – preferably without too much effort.
So, Work and Love came to life.
I wanted to create something that supports women during pregnancy, labor and postpartum in a way that feels calm, natural and helpful, especially for those moms looking for low toxicity options. Think organic body care, simple rituals, journaling and water birth support – the things that help you feel a little more human again.
Work and Love it’s about slowing down (even when life doesn’t really allow it). It’s all about trusting your body (even when you’re not sure what day it is). She’s here to remind women that they matter too – not just as mothers, but as people going through one of the biggest transitions of their lives.
This is his heart Work and Love. Made with a lot of intention, a little humor and a lot of care.
The launch: How did you get started in the first place?
Too late. Very deliberately. And certainly not with the big fancy launch I was hoping for.
Work and Love it started at home, in Mangawhai, in between pregnancy, childbirth and the toddler’s short nap. It started with a lot of research, written notes, product testing, and quietly wondering why the things I really needed during this season were so hard to find.
I focused first on what felt really supportive during pregnancy and after birth – simple, natural products and tools that I personally wanted to use. No huge range, no rush, just the basics done carefully and well.
And, like most startups, there was a definite learning curve. I learned very quickly that labels never come out the exact color you expect (even when you are sure you picked the right one), that what looks perfect on a screen can look very different in real life, and that no matter how many times you proofread, a spelling mistake will somehow keep showing up on social media. Usually right after the post is pressed. I learned very quickly that product development takes longer than expected, packaging never arrives exactly when you need it, and that testing products at home often means reorganizing your space (and apologizing to your family for the takeover).
i built Work and Love piece by piece – from my home in Mangawhai – testing everything on myself first, then the odd family member or friend, endlessly tweaking the details and learning as I went. When it came time to launch, I kept it quiet. No countdown. No pressure. Just a small, intentional offering that I shared with my local community and beyond, hoping the right people would find it.
Work and Love it didn’t start as a big business idea. It began as something deeply personal – created slowly, grounded in real life and shaped by the rhythms of motherhood and home.
And honestly? That’s just how it still grows.
Innovation: What has been the biggest breakthrough for you with your business?
Honestly, the biggest breakthrough was packing my first maternity orders.
There was something very fundamental about this – they carefully prepared everything, knowing that these pools were going to be part of someone’s birth story. It made everything suddenly feel very real. Until then, Work and Love I had mostly lived on my laptop and in my head.
I remember feeling incredibly grateful and a little emotional that the women had trusted me Work and Love to be a part of such an intimate, life-changing moment. Birth isn’t just another market and being invited to this space is a big deal. I’ve also been jumping up and down with excitement at each order, even though it’s only been a few so far.
This moment came with another realization as well: perfect was never going to happen.
I could wait forever for everything to line up – the perfect timing, the perfect range, the perfect launch. But standing there, packing those orders, I knew that starting flawlessly was a lot better than not starting at all.
That’s when it really clicked. Work and Love It didn’t have to be finished or flawless. It just had to exist, support women and grow gently over time.
This change changed everything. It stopped being about waiting and became about trusting – in myself, in the process and whatnot Work and Love is here to deliver.
And honestly, that’s still how I build it.
And if that development involves merrily dancing over orders and fixing the odd typo along the way, I think that’s probably a good sign.
Yin and Yang: How do you balance work and family?
Balance is… a loose concept.
The reality is that work and family blur together most days, and I’ve come to accept that they probably always will. Work and Love it fits with family life, not the other way around, which means my ‘working day’ rarely looks the same twice.
Some days I get into a good rhythm and feel like I’ve made it. Other days, I’ll be halfway through an email when the baby starts crying – and then the toddler decides to it matches the noise and starts pretending to cry, just so he can actually drive home.
That’s usually my cue to stop pretending I’m in control.
I work in pockets of time, often with breaks, snacks and background noise. I lean into flexibility, lower my expectations, and remind myself that this season is strong, messy, and temporary. Some days are calm and flowing. other days it’s pure chaos – and both count.
I’ve stopped chasing the perfect balance and instead aim for a mix of intention, humor and survival. If the kids are fed, work is progressing even a little, and I manage to finish a cup of tea while it’s still hot, I consider it a very successful day. Welcome to the life of a SAHM, right?
It’s not perfectly balanced, but it’s real life and it’s ours.
