Drawing from her background in visual communications, nutrition, and fine arts, Emma embarked on a journey to provide support for other women facing the same challenges. In this inspiring Q&A, Emma shares the powerful story behind Daisy, the meticulous process of developing her hero product, Morning Relief, and her commitment to furthering scientific research in the field.
Through Daisy, Emma is not only alleviating physical discomfort but also giving a voice to women at an isolating time in their lives. Below, we hear from her on her career, how she balances a growing business with motherhood, and what’s next for Daisy.
In conversation with Emma Michelsen
Let’s get up to speed. Please tell us a bit about you, your background and your career to date in a few sentences.
I have a background in visual communications, previously leading the visual communications for the first Electron flight for Rocket Lab and the design lead for several top-tier corporate companies across Australasia. I also gained a certificate in Food & Nutrition, a Diploma in Social Media Marketing, and I recently finished a Master of Fine Arts through Elam School of Fine Art. I am a proud mother of two, and I founded Daisy, a pregnancy supplement, after a personal struggle with Hyperemesis Gravidarum, a severe form of morning sickness.
Can you share what motivated you to turn your personal journey into a business that supports others facing similar struggles?
I struggled with Hyperemesis Gravidarum (HG) through two pregnancies, and after countless hospital admissions, I began to explore alternative options. There is limited awareness around HG, even from a medical perspective, and navigating this was both debilitating and incredibly isolating. I found clinical research on various natural remedies that showed incredible results to support women with HG, yet there was nothing on the market including these ingredients. Morning Relief was created to give women another tool in their toolbox – a blend of clinically proven ingredients to support nausea and vomiting in pregnancy, combined with electrolytes to address maternal depletion.
What was the process like for you when working with PhD Nutritionists to develop a supplement that effectively addresses nausea while also being gentle in taste?
I was fortunate to work with an incredible team at Massey University who guided me through the product development process. They brought so much value to the table and scoured the globe for the best ingredients, including locally grown fruit to add flavour and colour. Together, we tested gingerol samples from across the globe to ensure we could get the best extraction ratio that created a gentle, soft taste, while remaining water-soluble.
What challenges did you encounter while trying to create an effective formulation?
There are many publicly available reviews that explore the mechanisms, clinical efficacy, and clinical trials for gingerol, and they have provided a foundation for our research. I was then supported with PhD specialists at Massey University to deepen this research. This was a two-year process and we were challenged with Covid restrictions limiting global accessibility. Additionally, the diversity within the ingredient samples was complex to navigate. We also needed to ensure Morning Relief was palatable for the consumer, especially when their palette may have changed through pregnancy.
With up to 90% of pregnant women experiencing some degree of nausea, how do you see Morning Relief making a difference in their lives? What feedback have you received from users so far?
The ingredients within Morning Relief have been shown to be 87.5% effective in improving the severity of nausea and vomiting in pregnancy. Alongside addressing maternal depletion with pregnancy-specific electrolytes, I see this as having an incredibly positive impact on women suffering from morning sickness, nausea, vomiting and Hyperemesis Gravidarum in pregnancy. For Daisy, I believe the impact is wide-reaching – it gives women a voice and an opportunity to feel heard and supported at a time that can be deeply isolating.
Being a small part of a woman’s pregnancy journey is such an honour and something I am truly grateful for. Receiving feedback on how this has supported women and positively benefited them has been the most heart-warming part of this journey. I have had women take the time to send beautiful thank you notes, letting me know that after trying countless other remedies, Morning Relief was the only product that eased their symptoms and allowed them to feel “normal” again. The privilege of hearing these stories is not lost on me.
You mentioned plans for further scientific research into remedies for morning sickness and Hyperemesis Gravidarum. What areas are you particularly excited to explore, and how do you envision the future of support for pregnant women in this space?
I believe there is still so much support that is needed for women in this space. Daisy dedicates a portion of all proceeds from Morning Relief to fund research dedicated to ending morning sickness and Hyperemesis Gravidarum (HG). A new study published in peer-review science journal, Nature, reveals that women with abnormally high levels of the hormone GDF15, and who are sensitive to it, are at higher risk of HG. The findings and research around GDF15 suggest that HG may be prevented by strategically raising GDF15 levels prior to pregnancy. On top of this, we are seeing dedicated HG centres set up internationally, developed to provide specific care for women, as well as global updates on guidelines for the management and treatment of nausea and vomiting in pregnancy and HG. My hope is that this continues to drive awareness, funding and global implementation.
Launching a product in a field as personal and emotional as pregnancy can be daunting. What advice would you give to other entrepreneurs looking to create solutions in areas that resonate deeply with their own experiences?
I believe that finding something you care so deeply for is what gives a business a strong foundation to grow from – it’s the heart that keeps you going when you hit the inevitable bumps. I would advise acknowledging how deeply you are connected with the problem and ensuring decisions are based on a heart-and-head approach. Otherwise, you can risk losing perspective.
Can you tell us about how your style has evolved or changed since becoming a mother? What’s your formula for feeling confident?
I think that, like so many parts of motherhood, my style changes with my children’s activities, which I truly love – messy play, activity, and comfort. The joy within those special moments with my children gives me so much confidence.
Do you have a daily or life mantra to live by?
I had an email sent to me many years ago with a quote by Maya Angelou saying, “Nothing will work unless you do”. I’ve left it in my inbox as a constant reminder to push on when things feel hard.
Quick-fire questions
My go-to New Zealand designers are… I am loving Maggie Marilyn, Caitlin Crisp and Karen Walker.
The next item on my wardrobe wishlist is… I am really looking forward to investing in a new handbag. I’ve gone through nappy bags and large totes to fit all my children’s belongings, and now that we’ve passed these stages, I am excited to invest in something for myself.
My favourite place to dine… I can’t pass up fish and chips on the beach with my family.
My next holiday destination… We’re looking forward to another beautiful summer holiday with our extended family and friends in Northland, and we would love to do a family trip around Southern Europe in the near future.
My guilty pleasure TV show or movie is… Would it be terrible to say The Secret Lives of Mormons?
Three beauty products I can’t live without… SPF, retinal and vitamin C.
Vutyavanich, T., Kraisarin, T., & Ruangsri, R. (2001). Ginger for nausea and vomiting in pregnancy: randomized, double-masked, placebo-controlled trial. Obstetrics & Gynecology, 97(4), 577–582. https://doi. org/10.1016/s0029-7844(00)01134-x
https://www.nature.com/articles/s41586-023-06921-9
