Lady Alpha Nursing Cover Update | Shark Tank Season 15

Breastfeeding in public was hot, uncomfortable, and awkward for Jacqueline Samuelson, especially with a baby in Arizona’s heat. So she and her husband, Jeremy Samuelson, created Lady Alpha: a nursing cover with a built-in, bladeless fan that keeps both mom and baby cool while feeding. It also lets moms maintain eye contact with their baby, something most covers don’t allow. Will any of the sharks decide to invest? Find out in our Lady Alpha update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Lady Alpha after Shark Tank.

Jacqueline and Jeremy entered Shark Tank Season 15, seeking $100,000 for 10% equity in their nursing cover. After their pitch, they made a deal with Barbara Corcoran for $100,000 for 10% equity.

In terms of a Lady Alpha update, the company successfully capitalized on their Shark Tank appearance by swiftly scaling operations to meet post-show demand, more than doubling their previous sales. Additionally, it made a strategic move by expanding their product line and brand identity.

Shark:	Result:
Barbara Corcoran	Accepted deal for $100,000 for 10% equity
Kevin O’Leary	No offer
Lori Greiner	No offer
Mark Cuban	No offer
Robert Herjavec	No offer

Shark Tank Lady Alpha Pitch

• Entrepreneurs: Jacqueline and Jeremy Samuelson
• Business: Nursing cover
• Ask: $100,000 for 10% equity
• Result: $100,000 for 10% equity
• Shark: Barbara Corcoran

Jacqueline and Jeremy wanted to offer a better alternative for nursing covers, which led them to create Lady Alpha. They came to Shark Tank to present just that, and it’s got all the bells and whistles to boot!

Living in Arizona, they experienced firsthand how traditional covers caused overheating and discomfort for both mom and baby.

Unable to find a better option, they built one themselves. Lady Alpha is the only nursing cover on the market with an integrated, rechargeable, bladeless cooling fan.

It features three airspeeds, keeping the baby and mother cool during feeding.

Jacqueline pointed out that the cover uses 100% muslin cotton, which is both lightweight and sturdy.

Its flexible design allows moms to adjust the opening to keep eye contact with their baby, something most covers don’t support.

Lori Greiner asked about cost and pricing. Jeremy said each unit costs $17.30 to make and sells for $59.95.

At the time of filming, the couple had only been in business for seven months. Still, they had already sold 1,400 units, generating $79,000 in revenue.

They had spent nothing on advertising and had grown entirely through organic social media.

Barbara Corcoran asked if they had any outside funding. Jacqueline said her uncle had invested $15,000, which they used for inventory and patent filings.

Lori then asked them to share their background.

Jeremy shared that he grew up on a farm and later worked in a hospital. Jacqueline said she was a first-generation American raised by a single mom, which shaped her drive to succeed.

Then, when the couple’s daughter came, breastfeeding in public became difficult.

The idea for the fan came from Jeremy. Jacqueline’s grandmother, a seamstress, helped sew the first working prototype.

Lori followed up by asking how much interest there was for the product. Jacqueline said that moms often stopped her in public to ask where she got the nursing cover.

The product now has a waitlist, and customers are willing to wait because there’s nothing else like it. Their biggest challenge is keeping up with inventory due to high demand.

Before the sharks could begin negotiating, Barbara jumped in with an offer of $100,000 for 10% equity, exactly what the couple asked for.

Jeremy asked Barbara if she would also fund future purchase orders, and Barbara quickly agreed to that.

The couple quickly accepted her offer and left with a deal.

In one of the fastest pitches on Shark Tank, Jacqueline and Jeremy walked away happy as can be! Keep reading our Lady Alpha update to find out what happened next!

Shark Tank Lady Alpha Update

Based on research for our Lady Alpha update, we don’t have a public confirmation if the deal with  Barbara Corcoran was actually successful.

Nonetheless, shortly after the episode aired, demand for their Nursing Cool Cover spiked.

In March 2024, they revealed that over 3,500 orders had come in, more than doubling their original 1,400-unit pre-show sales.

With help from family, they set up shop in their garage and worked around the clock to get products out the door.

As the momentum continued, Jacqueline and Jeremy didn’t just rest on their one-hit product. They expanded their offerings with new colors and patterns like Lavender Breeze, Terracotta, Cool Blue, and Not So Hot Pink.

Each cover still includes the built-in fan that started it all, and prices have ranged from $59.95 to $69.95, depending on the design. Replacement fans and covers are also available separately for around $34.95.

But they didn’t stop at covers. In early 2025, Lady Alpha introduced their own Power Bank, a portable 20,000 mAh charger that keeps the fan-powered nursing covers running on the go.

Not long after that, they launched a matching bag collection, including a diaper bag, hospital bag, and full bag set.

Each was designed to hold the Nursing Cool Cover and comes with thoughtful features like stroller clips and pacifier holders.

The whole line feels like a step toward their bigger vision of becoming a full-on motherhood lifestyle brand.

In January 2025, the couple announced they were expecting their second child, sharing the news with their growing community.

Check out their latest product drops on their official website.

We can’t wait to bring you our next Lady Alpha update.

In the meantime, you can check out our other company updates from Season 15, Episode 17, by following the links below!

• Let Them Eat Candles Update
• Chefee Robotics Update
• Boona Update

Before you go, be sure to check out our list of all the Shark Tank Season 15 products.