"Bring the heat"- When Lady Alpha won over Shark Tank's Barbara Corcoran 

When Jacqueline and Jeremy Samuelson stepped onto the Shark Tank stage, they brought more than just their innovative nursing cover. They brought a story that perfectly captured the spirit of American entrepreneurship. The Mesa, Arizona couple shared a photo of their daughter Sunny, telling the Sharks:

"She brought the sunshine into our lives, but man, did she also bring the heat."

This simple, relatable problem led them to create Lady Alpha Nursing Cool Cover, a groundbreaking solution for nursing mothers struggling with overheating.

For those who haven’t seen ABC’s hit show Shark Tank before, entrepreneurs come to the Tank to pitch their business ideas to a panel of rich investors known as “Sharks.” These seasoned business experts then decide whether to invest their own money in exchange for equity in the companies.

The high-stakes environment has launched numerous successful businesses, and Lady Alpha’s pitch would prove to be one of the show’s more memorable moments.

The Samuelsons came to the Tank in season 15 and demonstrated that the greatest ideas frequently originate from personal challenges as they moved from cleaning floors to closing a transaction with Barbara Corcoran. Barbara entered before they could finish their pitch since it was so strong that she didn’t even need the entire sales pitch.

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How did Lady Alpha fare on Shark Tank?

The Lady Alpha Nursing Cool Cover wasn’t just another product - it was born from a real struggle. After Jacqueline found herself battling Arizona’s intense heat while nursing their daughter, the couple identified a gap in the market. They created a cotton cover that breathes and has a three-speed, rechargeable, bladeless cooling fan integrated into it.

Their product was unique because of its well-considered design. In order to illustrate its durability, Jacqueline showed that it was “baby tug proof”—a feature that really impressed the Sharks.

As they stepped into the Tank, the Samuelsons asked for $100,000 in return for 10% equity. They made $79,000 from the sale of 1,400 pieces, which was an amazing sales number. The Sharks, of course, were interested in the margins because the product had a selling price of almost $60 and production costs of just over $17.

Who else but Barbara Corcoran to see something truly special here? In a rare Shark Tank moment, she jumped at their offer before they even finished pitching. The deal came with an added bonus - Corcoran agreed to fund purchase orders, providing crucial support for their growing business.

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Lady Alpha’s post-Shark Tank success story

By March 2024, Lady Alpha’s success had soared. Orders exceeded 3,500 units after their television appearance, but for Jacqueline, the achievement meant more than just numbers. As she said in the episode:

"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."

The company’s growth continues to impress. Their Instagram following has surged past 55,300, and they’ve expanded their product line. January 2025 saw the launch of the Lady Alpha Power Bank, a portable charging solution for their nursing covers. The company now offers various colors and patterns, with prices ranging from $59.95 to $69.95 for limited-edition designs.

The Samuelsons have woven their personal journey into their brand’s story. Their social media presence doesn’t just showcase products - it shares their family’s milestones. In January 2025, they announced exciting news: they’re expecting their second child.

One could bet that Jacqueline has bigger plans for Lady Alpha. She shared with AZ Central her vision to expand beyond nursing covers, with plans for “diaper bags, crib sets toys, postpartum kits, and more.” With Barbara Corcoran’s backing and its proven track record, Lady Alpha seems poised to become a comprehensive brand for modern parents.

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Shark Tank airs on ABC Fridays at 8:00 pm ET and streams on Hulu.