Founded by mother of three Amy Lundy, The Mother of All Baby Showers® was created with parents at the helm. We connect new parents and parents-to-be with others in the local area, and local and national resources as well, thus creating a strong, accessible support system. Our national events also aim to celebrate pregnancy and parenthood — however, the way we do so is far different than the traditional baby shower.
While walking into a store, talking with friends and asking your doctor can answer some of your questions, the toughest part can be not knowing what questions to ask. MOABS offers just that, a comfortable, enjoyable, non-overwhelming, non-judgmental place to discover more of what you need and want, and learn more about what you don’t already know so help make your decision-making easier. Think of us a curator of pregnancy and parenting products and services, bringing together your favorite brands, that are of true value to you and your growing family. We’ve been there, we get it, and we are here for you, as are our hand-picked event partners. And we’re here for you throughout the year, just a tap on our website, a click on our social media outlets, or a call or email away.
Whether you are expecting, recently had a baby or just entered the terrible 2s, it is easy to become overwhelmed by the amount of information and resources available, not to mention the quickly changing intel. At each local event, you determine how you’d like to enjoy your child-free evening, choosing from ample opportunities to learn, explore and be pampered. Support and resources are provided in an open forum, allowing you to educate yourself on your own terms.
You can always expect to leave our events with a renewed sense of confidence and energy. That’s because MOABS is much more than the standard parenting trade show or expo — we’re a community of individuals who truly care about each other, and that’s why our moms and dads come back year after year. Join us and experience MOABS for yourself!
Our Story
Meet Amy
moabs founder /
Chief Sales & Marketing Officer
A devoted mother of three, Amy Lundy spent 15 years in corporate marketing and events before becoming an entrepreneur. Driven by a desire to spend more time with her family, she created small fry society, the company which puts on MOABS events across the country every year. What first started out as a unique “mommy and me” concept to connect top-notch local brands with new parents, quickly grew into large-scale regional events to serve a much larger expectant and new parent population around the country.
When Amy developed the MOABS concept in 2012, she focused on four key values: inclusivity, education, celebration, and relationship-building. While the company has grown significantly, her values have never changed. Events remain focused on the needs of expectant and new parents, and as current events, health trends and baby gear changes, MOABS has evolved too.
Necessity is the mother of invention, and no one knows this better than Amy. In 2020, in response to the coronavirus and the challenges expectant and new parents were facing, Amy pivoted MOABS and went fully digital with Project Pregnant. In-person or virtual, Amy's goal is always for attendees to walk away with new insights, resources, friends and ultimately a renewed sense of confidence.
Amy resides in Boca Raton, FL with her three children, Alexandra (12), Jude (9) and Daryn (6).
Meet Our Team
JULIE PLAKE MCMINN
With more than 15 years of experience, Julie is an all-around marketing and branding pro. A move to New York City in 2005 marked the start of her communications career where she began as a marketing and advertising assistant. The concrete jungle kept her there for over seven years, and after coordinating chaos for a certain "skinnygirl" and a brief stint on reality tv, she left the city. She found even more chaos in the suburbs of Pittsburgh, where she married her high school sweetheart, had a baby and left the corporate world to create her own business, JPM Branding + Consulting. Her day-to-day includes working with entrepreneurs and brands to build a solid business foundation, while simultaneously orchestrating a three-ring circus -- aka her three kids, Josey (8), Alley (4) and Bennett (2). Julie loves to travel with her family, shop at TJ Maxx, and support local businesses. Julie has been working with MOABS for over six years supporting the Pittsburgh event, branding, marketing and event management. Recently she relocated to Salt Lake City, Utah and is excited about the potential of MOABS SLC 2023!
Chief Branding & Strategy Officer / Partnerships
BRITTNEE
Brittnee specializes in Event Management. She graduated from Florida Atlantic University with a bachelor’s in hospitality management and minor in marketing. Throughout her career she has worked in the hospitality industry and most recently served as The Director of Events at The Opal Grand Oceanfront Resort and Spa before finding her place at MOABS. Being the person that helps create special moments is her true joy and there’s no better feeling than seeing the smile on your client’s face!
Marketing & Community Outreach Coordinator
Brittnee specializes in Event Management. She graduated from Florida Atlantic University with a bachelor’s in hospitality management and minor in marketing. Throughout her career she has worked in the hospitality industry and most recently served as The Director of Events at The Opal Grand Oceanfront Resort and Spa before finding her place at MOABS. Being the person that helps create special moments is her true joy and there’s no better feeling than seeing the smile on your client’s face!
Brittnee specializes in Event Management. She graduated from Florida Atlantic University with a bachelor’s in hospitality management and minor in marketing. Throughout her career she has worked in the hospitality industry and most recently served as The Director of Events at The Opal Grand Oceanfront Resort and Spa before finding her place at MOABS. Being the person that helps create special moments is her true joy and there’s no better feeling than seeing the smile on your client’s face!
ARIELLA
Ariella is a professional photographer and videographer based in South Florida. She graduated from Florida Atlantic University summa cum laude, earning a degree in Multimedia Studies with a concentration in video production. Her inspiration and love for camera work was sparked by cinematography in film and music videos. Ariella loves being a part of the MOABS team and is excited to continue capturing the smiles and laughs at our events.
Brand Visuals & On-Site Event Coordinator
Parental Advisory Council
RACHEL SOBEL
@WHINEANDCHEEZEITS
@STAYATHOMEDAD
@STONECOLDDADDY
@SONNIABATTA
