As a pediatric physical therapist and breastfeeding specialist, Dr. Giselle Tadros, PT, DPT, our NJ Mompreneur of the Week, found herself frustrated when she listened to women struggling during breastfeeding. Time and time again, she’d hear about parents’ concerns being dismissed if they complained of feeding difficulties or were given quick-fix solutions before considering other more beneficial and less invasive options. With her credentials and experience, Giselle knew she was ideally suited to empower moms to help their families thrive, and came up with the idea of Milk Matters in 2016. Initially, Giselle started solo, but as word spread about her services, within two years, her husband, Amir, quit his job to help Giselle grow the business and take on more therapists. Almost a decade later, Milk Matters supports moms with customized treatment plans, such as feeding therapy, tongue and lip tie therapy, physical and occupational therapy, community playgroups, and so much more. We caught up with this Basking Ridge-based mom to Michaella, 17, Gregory, 15, and Simon, 9, to discover what she wishes every mom knew, how to stay motivated in running a business, and the place where her family goes to slow down and savor delicious comfort food. 
Giselle Tadros, the founder and owner of Milk Matters and our NJ Mompreneur of the Week, with two of her patients. Like all Milk Matters clients, these babies have a customized treatment plan tailored to their needs.
Please share a bit about your family and background. I was born and raised in Toronto, but my husband, Amir, is American, so we moved to NJ after University. Though we lived in Jersey City for 18 years, we decided to move to Basking Ridge three years ago with our children, Michaella, 17, Gregory, 15, and Simon, 9, because we were looking for more space, but we also wanted to be closer to our church in Warren. Basking Ridge is a very special town. I love the beautiful tree-lined streets, the small-town feel with the conveniences of a large city, and the fantastic school system. Plus, the community here is excellent—we’re all making great lifelong friends.
Why did you decide to launch Milk Matters? I’m a doctor of Physical Therapy and also a Certified Breast Feeding Specialist, and as such, I saw there was a real gap in care for moms who were struggling with breastfeeding. I saw a need for more support for them so they could help their babies feed and grow better. I started by putting information out there online, and I got such an overwhelming response from moms wanting to help their babies thrive that I knew it was something I needed to do. I love that my business has such a positive impact in such a meaningful way—there’s nothing more rewarding than empowering moms who have been struggling. There’s also the incredible value of building a community and seeing how it positively impacts moms, babies, and their families.
Giselle Tadros, the founder and owner of Milk Matters and our NJ Mompreneur of the Week.
Please share some advice for a mom who is struggling with nursing her baby. Moms do not have to struggle alone–we can help them make breastfeeding successful for you and your baby. Too often, if a mom is struggling, pediatricians will have parents switch to formula or have a tongue-tie procedure right away, but PT can offer easy solutions in helping moms continue with breastfeeding. Whether it’s latching difficulties, mastitis, tongue ties, muscle tension, or a host of other possible issues that might cause feeding difficulties, we have solutions. It’s also worth noting that, in general, moms have such a strong intuition when it comes to their children and their needs. Every single baby is so different in what they need to thrive. I wish moms would tap into their intuition and believe in themselves instead of relying on social media, which has more than its fair share of misinformation. I love that I can educate and empower moms to look at their babies and look inside themselves to listen to their voices to help them figure out what their babies need.
Your husband, Amir, is also involved in Milk Matters. How do you split the responsibilities? Amir handles all the administrative and financial tasks, and we share in the business development responsibilities. I’m the face of the business and a lead therapist, plus I also do all the hiring and training. Since my main motivation in doing this is to help people, I also have an offshoot international mentorship program, which I started so that other therapists can do this in the city where they are and that more communities can be helped.
Our NJ Mompreneur of the Week, with her husband, Amir, and children, Michaella, 17, Gregory, 15, and Simon, 9.
If you could go back in time, is there anything you’d do differently that might have helped things run more smoothly? It would have been helpful to have more of a plan in place to allow for growth, which would have kept us ahead of the curve from the get-go. The business took off almost immediately, so it was a bit stressful to stay on top of things in the beginning. It started with me as the sole therapist. We now have up to 14 therapists trained in oral motor work, manual therapy, neuromuscular reeducation, and comprehensive training in developmental play and milestones.
What might people be surprised to know about you? I have two different-colored eyes—one green and the other hazel. I joke that this is handy with the moms and babies I work with because I was born to see things from two different perspectives.
Giselle is surrounded by some of her exceptional Milk Matters therapists. They offer different therapy services, breastfeeding advice, proactive wellness, and more, and they work with clients in the office or through in-home visits.
Please share some of your favorite NJ businesses and local spots. I’m obsessed with plants, so when I have a free afternoon, I might head to Spotted Leaf Plant Company, a unique experiential plant shop and nursery in Somerville. I think I identify with them because they help plants thrive and grow, which is similar to what I do with babies and families. Another favorite is Gabriel’s Fountain in Martinsville. It’s so much more than just a place to grab delicious homemade ice cream because they also serve comfort food. We go there to slow down, share a meal, have some laughs, and just enjoy being together. We’re also crazy about Pratt Personal Training because it’s important to us that we stay healthy and strong. We’re a fitness-loving family, and they know how to push you to your limit while keeping things fun and motivating.
What’s your best practical advice for a mompreneur just starting out? Build your business around something you’re passionate about—it makes it easier to stay motivated when things get tough, as they always do when raising a family and building and running a business simultaneously. Also, don’t be afraid to ask for help—community and connection are key to accomplishing what you’re setting out to build. And lastly, give yourself grace. Progress over perfection should take precedence, and you will see it through.
For more information on Giselle Tadros and Milk Matters, please see their website, Facebook and Instagram.
