Having experienced her own challenges of broken sleep, pelvic girdle pain and body aches during pregnancy, Elle Nilsson recognised a clear need for a supportive, effective and lasting solution. She wanted to help other mums who were struggling with sleep like she was, and show them that there was a better, safer way to rest during pregnancy – with real support and peace of mind. This was the start of Belly Bliss, a 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, stay asleep longer and wake up feeling well rested. Made with premium shredded memory foam for adaptive support and wrapped in 100% breathable bamboo fabric, it’s designed to keep you cool, cosy and comfortably settled on your side – all night long. Here, Elle talks to The Natural Parent Magazine about the inspiration behind her business, the challenges she has overcome along the way, and her hopes and dreams for the future.
The passion: What inspired you to set up 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 sleep position ever felt comfortable. I’d stack neck pillows under my belly and between my legs, but still tossed and turned all night. On top of that, I suffered from pelvic girdle pain and body aches which made even the smallest movements at night painful and kept me awake at night.
By the time I was pregnant with my second baby, I knew I couldn’t go through that type of broken sleep routine again, especially not working full time again with a toddler to chase mornings and nights. I realised how crucial proper rest is, not just to feel okay, but to actually cope with everything pregnancy throws at you.
That’s when I started dreaming up a better solution. I wanted to create a pregnancy pillow that actually provided lasting support – one that adapted to your body, offered real comfort and stayed useful well beyond pregnancy. Not something you give up on after two weeks and toss in the cupboard. And so, Belly Bliss was born: a customisable 3-piece pregnancy pillow designed and tested on a tired, achy mum (me) who wanted a more restful, supported and safe sleep. And to share that comfort with other mums going through the same thing.
The launch: How did you start out in the beginning?
I just launched Belly Bliss in September 2025, so everything is still a huge learning curve.
To make things even more exciting, we welcomed our second baby a week before we launched the business, so my daily to-do list has been full from day one! This business is such a passion project 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 mums who are struggling with sleep, just like I was, and show them there’s a better, safer way to rest during pregnancy with real support and peace of mind.
The innovation: What was the biggest breakthrough for you with your business?
One of the most significant breakthroughs was navigating the sampling process. It was 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 both time-consuming and costly.
That said, it was been absolutely worth it. Although it felt never-ending, you really only have to go through that intense phase once. Reaching the final product was a major milestone and I’m genuinely proud of what we’ve 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 need to start with “good enough” and refine along the way.
Yin and Yang: How do you balance work and family?
I’m really lucky to have a supportive partner who believes in me and in the business. That makes a big difference when raising two young kids and starting a small business. But honestly, I don’t think there’s such a thing as perfect work-life balance. Every day requires a conscious choice about 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’m not doing this alone and I’m not doing it just for me. This journey is for my family, and is one of the biggest “whys” on days where I struggle.
