Here's What Went Down With Lady Alpha After Shark Tank

Husband and wife duo Jacqueline and Jeremy Samuelson from Mesa, Arizona had just the right bait to catch a shark before the waters got too murky. The "Shark Tank" season 15 participants presented their Lady Alpha Nursing Cool Cover, a specialty maternity item designed to revolutionize the nursing experience. 

The couple was inspired to create the product after Jacqueline struggled to breastfeed their daughter, Sunny, in the Arizona heat. Both mom and baby would become sweaty, which lead to discomfort and difficulties with latching. After being unable to find a cover on the market to solve this issue, Jacqueline and Jeremy sought to create their own. The aim was to build something that provided airflow, allowed for eye contact between mom and baby, while being "safe, easy to use and discreet." In turn, they created Lady Alpha, a breathable cotton cover that features an integrated, rechargeable bladeless cooling fan with three air speeds.

During their appearance on "Shark Tank," Jacqueline said they were able to grow their business by utilizing social media, which helped her build a community of mother's experiencing a similar issue. She added that they had also received a $15,000 loan from her uncle.

When Jacqueline and Jeremy Samuelson appeared on "Shark Tank," they asked the sharks for $100,000 for 10% equity in the company. While introducing their product, they shared an adorable photo of their daughter, Sunny, whom they said, "brought the sunshine into our lives, but man, did she also bring the heat." The couple noted that prior to their appearance on the show, they had already sold 1,400 units, which represented $79,000 in sales. They told the sharks that it cost just over $17 for them to make each unit, while they retailed for nearly $60.

The sharks were visibly impressed and had a chance to try the cover themselves, which Jacqueline demonstrated was "baby tug proof." The investors were also interested in learning common of a problem was it for breastfeeding parents to deal with overheating. The couple assured them that high demand was there, as it was difficult to keep inventory. 

Unlike most participants, the Samuelsons had no trouble making a deal as Barbara Corcoran jumped at the couple's offer before negotiations even began. Corcoran was willing to offer exactly what the couple had asked for, which took the pair by surprise as they were still pitching their product. Before accepting, they asked her if she could fund purchase orders and she quickly agreed.

After securing the deal during their appearance on "Shark Tank," Jacqueline and Jeremy Samuelson continued to grow their business. During an interview with ABC15 in March 2024, they revealed that orders surpassed 3,500 after appearing on the popular show. In addition to the increased exposure, Jacqueline attributed their success to the support of their family, telling the news station that they helped build the company's physical garage space. And being a first generation U.S. citizen, she doesn't take her success lightly. "If I, the daughter of an immigrant, single mother with no college education can go from cleaning houses, scrubbing toilets to building a successful business and being on 'Shark Tank,' they can do it too."

Jacqueline told AZ Central in March 2024 that she wanted to expand Lady Alpha's offerings beyond nursing covers. She said she hoped the company could also make "diaper bags, crib sets toys, postpartum kits and more."

Jacqueline and Jeremy Samuelson were not kidding around when they said they were very active on social media. The Lady Alpha Instagram page has over 49,000 followers and keeps viewers updated with sales, customer testimonials and even new products. In January 2025, the company introduced the Lady Alpha Power Bank, which would allow users to charge their nursing covers on the go. An Instagram post, the company noted that the power bank was portable, lightweight, could charge multiple devices at once with a dual USB output and had an LED light indicator that would display battery life.

The Lady Alpha social media brand is not just used for sharing new additions to their company, but also in the Samuelson's personal life. In January 2025, the couple used the platform to announce that they were expecting their second child. At the time of writing, the company offers its nursing cover in a variety of colors, with prices ranging from $59.95 to $69.95, for limited-edition patterns. Replacement covers and fans are available for $34.95.