Today we’d like to introduce you to Joy-Jasmin Brunnelson.
Hi Joy-Jasmin, so excited to have you with us today. What can you tell us about your story?
I started with Let Mommy Sleep fourteen years ago as a caregiver, supporting new parents with breastfeeding and those first long nights home with a newborn. I didn’t expect it to become a lifelong calling, but something clicked for me right away. There is something incredibly meaningful about being invited into a family’s home during such a tender, vulnerable moment. You see people at their most exhausted and most hopeful, and being able to steady them a little felt like a privilege.
After I broke my foot, I couldn’t work in the field for a while, so I shifted into the office to help however I could. What was supposed to be temporary turned into something much bigger. I learned the operations side, supported our CEO, and eventually stepped into bookkeeping when that role suddenly needed to be filled. Each shift taught me more about the heartbeat of the company and all the quiet work that makes care possible.
When our CEO decided to focus on expanding LMS nationally, she approached me and Joy Becker about buying the flagship office. It felt like the moment everything I had learned came together. I already cared deeply about the mission and I loved building structure and systems, so stepping into ownership felt natural. I knew I could carry the mission forward in a way that honored where we started but also allowed us to grow.
That mission is still what drives me. Filling the gap in women’s health and supporting parents during those first blurry weeks is work I believe in. Since taking over, we’ve added locations in Loudoun County and San Antonio, and El Paso is opening this February. I work closely with Joy in the DMV, and I have a separate partner in San Antonio and El Paso so we can grow intentionally while keeping our family-first approach.
Over the years I’ve done almost every role in the business, which helps me understand what families need, what caregivers need, and how to advocate for both. I’m lucky to have an incredible team beside me. Eden Sisay, our Assistant Care Manager, is the warm and steady presence who greets families first, and Joy works tirelessly to keep our caregiver team strong so we can always say yes when a family needs support.
Together, we’ve grown the flagship office to more than triple its original size. But the part that matters most to me is what that growth represents: more parents sleeping, healing, bonding and feeling supported during a time when they shouldn’t have to do it alone.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The road hasn’t been smooth, but I’ve learned that building something meaningful rarely is. One of the biggest ongoing challenges is that our work is never “finished.” I’m constantly building and rebuilding systems, looking for better ways to serve families, support caregivers and communicate the true value of what postpartum care can do. Many cultures consider postpartum support a natural, expected part of life. Here, I often feel like I’m pushing against the stigma that asking for help means you’re failing or being indulgent. A big part of my work is educating families and the community about what real support looks like and why it matters.
There have also been regulatory hurdles. Boise had to close because of new state laws, which was heartbreaking after the time and energy that went into establishing it. Moments like that remind me that even when you do everything right on the ground, outside forces can move the goalposts overnight. It taught me a lot about resilience and about focusing on impact rather than geography.
Working across markets with two different business partners has also been a learning curve. Each market has its own personality, its own needs and its own rhythm, and partnering with different people means navigating different strengths, styles and perspectives. But it has also made me better. It forced me to get clearer on communication, boundaries and what our mission actually looks like when it plays out in real families’ lives.
The challenges have stretched me, but they’ve also anchored me more deeply in why I do this. At the end of the day, every hurdle has pointed me back to the same belief: parents deserve support, rest and care during a time when everything in their world is changing. And the work is worth it because of them.
Appreciate you sharing that. What should we know about Let Mommy Sleep DMV?
Let Mommy Sleep is built around one simple belief: parents deserve real support during the postpartum period. We provide in-home, overnight newborn care and education, and while the logistics look like feeding, diapering and soothing babies through the night, the heart of our work is giving parents the chance to rest, heal and feel confident in their new roles. We specialize in evidence-based care and gentle, nonjudgmental guidance that meets families exactly where they are.
What sets us apart is that we approach postpartum care as both a science and a relationship. Our caregivers are trained in the health, safety and developmental needs of newborns, but they are also chosen for their empathy, steadiness and ability to read the room. Families are letting us into their home during one of the most vulnerable, emotional moments of their lives, and we never take that trust lightly.
Another piece that makes us different is the infrastructure behind the scenes. We don’t operate like a matchmaking agency or a list of available sitters. We’re a fully supported team with systems, oversight, accountability, continuing education and a care manager who follows each family from their first call through their last night of service. Our goal is not only to help parents get more sleep but to leave them feeling more prepared, more confident and more connected to their baby.
Brand-wise, I’m most proud of the fact that we hold space for parents without judgment. So many families come to us apologizing for being tired or overwhelmed, as if they’ve somehow failed. Our work is about reframing that moment. Postpartum is a time when no one should have to be strong on their own, and our brand reflects that. The care is real, the education is real and the compassion is real.
I also want readers to know that our services are not just for families who “can’t handle it” or who are struggling. They’re for anyone who understands that rest, recovery and support are part of health care. In other parts of the world, postpartum care is baked into the culture. Here, parents often feel like they have to pretend they’re fine. We’re working to change that. We want families to know that asking for help is not a luxury or a weakness. It’s an investment in their well-being and their baby’s well-being.
Ultimately, what I’m most proud of is that we make a real difference. Families start to breathe again. Parents feel seen. Babies thrive. And whether a family hires us for one night or several months, the impact lasts far beyond the hours we’re in the home. That’s what Let Mommy Sleep is known for, and what I want people to understand most.
Do you have any advice for those looking to network or find a mentor?
I’m actually just beginning my own journey of finding a mentor. After years of running multiple locations, I realized how lonely business ownership can feel, especially as a woman. You’re making big decisions, carrying a lot of responsibility and constantly moving forward, but you don’t always have someone who truly understands that weight. So I recently started connecting with a business consultant, and I’m excited to have someone a few steps ahead of me who can help me grow, think differently and stay grounded.
What I’ve learned already is that you don’t need to wait until you feel stuck to find a mentor. You can reach out simply because you want support, clarity or a sounding board. Sometimes that connection is more about having someone who sees your potential than someone who tells you exactly what to do.
Networking for me has always been rooted in community rather than strategy. We stay closely connected with other birth workers in each of our local markets because it really does take all of us to be the village for our families. We may play different roles, but we all support the same parents, and collaboration always serves families better than competition. Some of the best partnerships come from simply reaching out, introducing yourself and saying, “We’re all here for the same people. How can we support each other?”
So my advice is to seek out people who make you feel less alone in the work. Find those who share your values and want to see you succeed. Mentorship doesn’t have to look formal or structured. Sometimes it’s just finding the people who remind you that you don’t have to build everything by yourself.
Pricing:
- $43/hour single baby NCP (newborn care provider)
- $48/hour twins NCP
- $50/hour single baby RN care
- $55/hour twins RN
- $100/hour Baby Basics class/Postpartum Visit
Contact Info:
- Website: https://letmommysleep.com/washington-dc
- Instagram: https://Instagram.com/LetMommySleep
- Facebook: https://Facebook.com/LetMommySleepNightNurses
- LinkedIn: https://Linkedin.com/company/Let-Mommy-Sleep-llc
- Youtube: https://YouTube.com/LetMommySleepUSA
- Yelp: https://www.yelp.com/biz/let-mommy-sleep-fairfax-station-6?osq=Baby+Night+Nurse
- Other: https://tiktok.com/@letmommysleep
