Made Like a Mother: How Haley Hoover Is Redefining Modern Motherhood—One Elegant Drying Rack at a Time

Jun 4

3 min read

(Photo credit: Wesley & Tukka Oksanen)

Haley Hoover never intended to become an inventor. But as the founder of Winnie & Lu and creator of the Airess Drying Rack, she’s become a quiet revolutionary in the world of parenting products, blending form, function, and feminine strength into a single statement piece for modern motherhood.

After more than a decade as a professional nanny and eventually becoming a mother herself, Haley had a familiar realization shared by so many parents: baby bottle drying racks were still clunky, and cheap plastic contraptions which was the same as they’d been years before. "I thought they were so ugly and never held up,” she said. “I decided to tackle it and redo it.”

That moment of dissatisfaction became the spark for Winnie & Lu—a woman-owned business dedicated to designing household essentials that aren’t just useful, but elevated, elegant, and built to last.

The Airess Drying Rack: A New Gold Standard

Enter the Airess Drying Rack, Hoover’s flagship innovation: a gold-plated stainless-steel rack with a food-grade silicone base that’s dishwasher-safe and rust-proof. “Instead of it being plastic, it’s made of gold-plated stainless steel. It won’t rust or damage. It’s not an eyesore. It looks like a piece of art sitting on your counter,” Hoover shared.

Far from being just a baby item, the Airess transitions with families. It holds a full day’s worth of baby bottles and pump parts, but later becomes a countertop staple for wine glasses, lunch containers, and glassware—a symbol of the journey from infancy to independence.

Award-Winning Recognition and Community Impact

Haley's innovation quickly caught attention, earning her the Drew Wynne Foundation Grant for entrepreneurs and a place among the 100 Women to KNOW in America, an award honoring the country’s most influential and honorable women leaders.

Her first product batch sold out within a week of launch.

But beyond commercial success, Hoover is building something with a deeper purpose. "I'm doing Winnie & Lu so that my boys can see that mom’s work is just as important as dad’s—and that I can create a space that gives back to the community and women all over.” A portion of her proceeds support a local organization for at-risk youth.

A Business Made Like a mother: Strong, Elegant, Resilient

Winnie & Lu’s tagline, Made Like a mother, captures not only the product but the spirit behind it. “You have to nurture, build, and mold your business into something,” Hoover says. For her, the biggest challenge isn't the product, it’s balancing the dual demands of entrepreneurship and motherhood. “Half the stress is wanting to put your best foot forward at work and also be the best you can as a parent.”

She’s passionate about working with other mothers, whom she lovingly refers to as “cute little love bug” caretakers—but also collaborates with manufacturers and professionals from all walks of life. “Sometimes, people don’t understand the nuances that come with parenting and working simultaneously,” she said. “But when you get on calls and hear their family stories, it reminds you—this work connects us.”

Looking Ahead

Haley markets Winnie & Lu mostly through social media and social media influencer partnerships, but her vision extends far beyond one product. “There should be more ways for people not to have to choose between career and parenting,” she said. “I want Winnie & Lu to be part of that solution.”

She hopes to expand the product line with more beautifully made ethically sourced tools for modern families. All Airess Drying Racks feature: