What's with the Name?

updated, March 7, 2026 - by Denise Iacona Stern, Founder of Let Mommy Sleep

Denise Iacona Stern is the founder of Let Mommy Sleep, the national newborn care company established in 2010. She has trained hundreds of newborn care specialists and licensees in evidence-based newborn care across the United States, and is the author of The State of Newborn Care, a policy paper examining postpartum support systems in the U.S. She has been cited by outlets including the Washington Post, The Financial Times and Forbes on infant sleep and postpartum care.

When people hear our name, Let Mommy Sleep, we receive a chuckle or a comment like "wish you were around when my kids were babies!" And that's the point. We want to bring the joy of new parenthood to everything we do, and make sure there's no question about what exactly the service provides. This branding began in 2010 when the owner (me, a cisgender female) named the company. I was actually lying in bed after finally putting my infant twins and 2 year old to sleep....again. The name is simple, true to me and left no room to wonder what a night nanny does.

Isn't the word "Mommy" a little outdated?

With a specifically gendered name, it's fair that sometimes people ask if "Daddy" is allowed to sleep too. And what about same-sex male parents? Grandparents? Or parents who don't identify within a binary?

Our commitment is to care for every family with respect and inclusivity. So how do we demonstrate diversity in a way that doesn't tokenize someone? (Look! We posted a picture of 2 men with a little baby! You can tell they're a couple because they're holding hands! See how progressive our company is?!) Like this:

How is Let Mommy Sleep a Company Committed to Diversity?

 In 2022 Let Mommy Sleep was named one of Entrepreneur Magazine’s 50 Franchises Doing the Most to Champion Diversity. This is something we take seriously and work on every day:

• Let Mommy Sleep is 99% Woman Owned - LMS territories are 99% woman owned and operated. In addition to the owners, our entire team in the field are also women of all backgrounds. Night Nannies, Postpartum Doulas and Night Nurses (RN/LPN) are professions that usually attract a female workforce. We're no different, and proud of our "pink collar business". As I shared in Entrepreneur,

  The healthcare and childcare industries are inherently diverse, so we're in the fortunate position of having so many excellent voices and viewpoints to work with.

  
  

• Inclusivity and Cultural Competence - Our field team receives ongoing training on inclusive care practices, ensuring every family feels welcome and respected. We use the Culturally and Linguistically Appropriate Services (CLAS) in Maternal Health Care program for caregivers and leadership.

• Our Statement on Diversity: Sleep is a human need, so we serve all humans. You’ll find this statement on every application, service agreement, and website footer. Each licensed location's documents further state:

Let Mommy Sleep and its parent company, Let Mommy Sleep Franchising, LLC, do not discriminate and will not allow discrimination based on age, ethnicity, ancestry, gender, gender expression, national origin, disability, race, color, size, religion, sexual orientation, or any other status prohibited by applicable law.

Denise Iacona Stern talks about the name of the company.

Since its founding in 2010, Let Mommy Sleep has provided overnight newborn care and postpartum support services to families across the United States. The organization also contributes to maternal health initiatives and safe sleep education through partnerships with groups such as Cribs for Kids, the Baby Safety Alliance and the Maternal Mental Health Leadership Alliance.