Mum Boss Monday -Vicki Moore, Honest Confessions of a NICU Mum

First up in my Mum Boss Monday series is Vicki Moore also known as ‘NICU Mum’.

Vicki’s family includes her fiancée of 9 years and one son, Elijah who is 2 and inspired her blog. She lives in Dereham, (around 25 miles from Norwich) in Norfolk. I found Vicki’s blog during PND awareness week and binge read her brilliant PND awareness series featuring other mums who has experienced PND. Vicki is one of the may mums on Instagram supporting and collaborating with small businesses as well as running one of her own.

Tell me a bit about your business. What do you make/sell etc?

I sell bracelets, badges and hopefully soon to be bags and mugs for NICU MUMs and for fans of the blog. A percentage of each sales goes to the charity Bliss.

When and why did you start out?

I started the blog in March and began selling the badges, then bracelets a couple of months ago. I did to give hope and a symbol of strength for NICU parents and for those who enjoy the blog. I also wanted to give something back to charity.

Do you have any formal training?

I have GCSE’s and A levels and have completed the first year of a law degree but nothing on the business side of things, it has been more of an accident happening!

How do you fit in running a business with having a family?

Generally, in the evenings, or when Elijah is at nursery. I also have a schedule that I plan for blog and social media posts.

What has been the biggest challenge since starting your business?

I guess the fear of failure, trial and error to see what sells and what doesn’t. After all Each sale benefits Bliss.

And the best reward/achievement?

That I have sold items! That I have my own online store attached to my blog.

What are your business goals for 2017?

To hopefully have a mug and a bag go live soon, and to continue developing the care package range. To continue to donate a % of sales and raise awareness/ support for NICU parents.

Are there any barriers to achieving your goals?

Time, and to market items that are aimed at NICU parents but that do not exclude all parents.

Have you built a support network of other mums/women in business?

Yes, some amazing ladies on Instagram have helped me, advised me, and even promoted me. I also return the favour.

Any tips for mum’s just starting out in business?

Go for it, you never know what might happen. Kick off the fear of failure, if you do at least you can say you tried rather than ask yourself, ‘what if’.


Vicki is currently campaigning for better mental health care for NICU parents. You can find Vicki’s blog and shop at and learn more about her work with Bliss and Little Miracles UK.





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