Nicole Noar has spent years with new moms as a nurse in maternal and infant care. As a SoCal mom herself, she’s well-versed in the overwhelming number of things new moms worry about. She wanted to ease some of that worry, especially when traveling. As the founder of Snuggle Shield, a patented infant cover with built-in air-filtering system, she’s committed to providing a sense of wellness and peace to parents.
I met Nicole at the All Baby & Child ABC Kids Expo in Las Vegas this year and had the pleasure to chat with her recently about motherhood and starting a business.
Tell us a little about your career before launching Snuggle Shield.
I spent more than 16 years as a registered nurse, including 13 years in Labor & Delivery at UC San Diego Health. During that time, I became a Certified Inpatient Obstetric Nurse (RNC-OB) and an International Board-Certified Lactation Consultant (IBCLC), caring for thousands of mothers and babies during some of the most important moments of their lives. Today, I work as a fertility nurse in Reproductive Endocrinology at UC San Diego, helping individuals and families navigate their journey to parenthood. My nursing career gave me a firsthand understanding of the concerns new parents face, and becoming a mom inspired me to create the product I wished I had for my own family. My clinical background continues to guide every decision we make at Snuggle Shield.
What was the inspiration for Snuggle Shield?
My inspiration came from my first son, Deklan. When he was just six weeks old, I took him with me to a nail salon. As soon as I walked in, I was hit with the strong chemical fumes and noticed everyone around us was wearing masks. I immediately felt mom guilt because I realized the cover over his infant car seat wasn’t actually protecting him—it was giving me a false sense of security. When I got home, I searched everywhere for a product that could help filter the air around babies in public places, but nothing like it existed. As a nurse, my first thought was to use medical mask material because we know it works and we know it breathes well. That simple idea became the foundation for Snuggle Shield.
How would you describe the mission of your company?
Our mission is to give parents the confidence to safely explore the world with their babies from day one. We want families to feel comfortable getting out of the house, traveling and making memories together instead of feeling anxious about every outing. Our products provide added peace of mind while also serving multiple everyday purposes—from breastfeeding to infant car seat, stroller, shopping cart and highchair coverage. We believe parents deserve products that make everyday life easier while helping them enjoy these precious years with their little ones.
You are also a mom. Tell us how you balance family life with work and launching a business.
Balancing family life, nursing and building a business has definitely been one of the biggest challenges I’ve faced. I still work three days a week as a fertility nurse at UC San Diego Health, so I build Snuggle Shield around my family’s schedule—before work, after bedtime, and whenever I can find extra time. When I first started the company, my boys were babies, so I often worked during nap time. Now that they’re older, I try to be intentional about being present with them. They are the reason I started Snuggle Shield, and while balance isn’t always perfect, family will always come first.
What does a typical day look like for you?
There really isn’t a typical day—every day is a little bit crazy! Most mornings start with my husband, our two boys, our four chickens and our two rescue dogs before everyone heads off to school and work. On clinic days, I work from 8 a.m. to 4:30 p.m. After work it’s dinner, homework, bedtime stories and family time. Once the kids are asleep, I usually switch over to Snuggle Shield for a few more hours of emails, meetings, product development or retailer projects. On my days off, I try to balance growing the business with making memories with my family, giving my husband some attention, and, if I’m lucky, squeezing in a Pilates class.
Do you have a mentor?
I don’t have one specific mentor, but I really admire Sara Blakely, the founder of Spanx. I love her authenticity, her sense of humor and the fact that she built her company from the ground up while staying true to herself. As a nurse, mom and entrepreneur, her journey reminds me that believing in your idea and persevering through setbacks can truly make a difference.
What’s the best life advice you’ve ever received?
‘What doesn’t kill you makes you stronger’ has always stayed with me. I lost my dad when I was nine years old and my mom when I was twenty. Those experiences were incredibly difficult, but they taught me resilience, perseverance and determination. I’ve never wanted my circumstances to define me or become an excuse. Instead, they’ve helped shape me into the strong, independent woman I am today and inspire me to help others through both nursing and Snuggle Shield.
What’s the best parenting advice you’ve ever received?
‘The days are long, but the years are short.’ As a mom of two boys, now five and seven, that saying resonates with me more every year. Some days can feel never-ending, but then you look back and realize just how quickly childhood goes by. It reminds me to slow down, be present, give myself grace, and cherish every stage because these years pass so much faster than we ever expect.
When you’re not working, where can we find you?
In a perfect world, you’ll find me traveling with my family—especially in Hawaii, where my husband and I got married. At home, we love beach days, bike rides, lounging by the pool while the boys swim and play, and spending as much time outdoors as possible. We also make it a priority to sneak away for date nights and little getaways whenever we can because those moments together are just as important.
What are some of your favorite places in San Diego and Los Angeles?
Our family loves making memories together. In San Diego, you’ll usually find us at LEGOLAND, Ponto Beach, or relaxing by the pool while the boys swim. When we head to Los Angeles, Crossroads Kitchen is my favorite restaurant for brunch or dinner since I’m vegetarian. My husband is a chef, so we never miss a stop at Gjelina in Venice. We also love taking our boys to Disneyland and Universal Studios. Whether we’re traveling, trying a new restaurant, or simply spending the day together, those are the moments I treasure most.























































