Etta Watts-Russell, Founder of Lactamo shares her story in celebration of World IP Day

Women everywhere are driving scientific breakthroughs, setting new creative trends, building businesses and transforming our world. In recognising World IP Day, and this years' theme which highlights women in IP we spoke to Etta Watts-Russell one of our female clients who has received global recognition for her multi-award winning innovation.

As a new mum experiencing breastfeeding problems, Etta discovered she wasn’t alone with a staggering 92% of women worldwide encountering the same issues. UNICEF says that no country in the world meets the recommended standards for breastfeeding. It was this lack of innovation in breastfeeding that drove Etta to create Lactamo - a world-first in breastfeeding innovation; combining temperature, movement and compression to address common breastfeeding problems.

Having launched in Australia 18 months ago, and with the support of Eddie Walker and Sarah Dixon, obtaining IP protection across a number of jurisdictions - Lactamo is well on its way to becoming a global success.

Watch the video below to hear the full story.

“In 2023, we celebrate the “can do” attitude of women inventors, creators and entrepreneurs around the world and their ground-breaking work. Women in all regions are shaping the world through their imagination, ingenuity and hard work, but often face significant challenges in accessing the knowledge, skills, resources and support they need to thrive.” – WIPO

Following the success of Lactamo, Etta shares her top three tips for innovators and founders of start-ups below.