Pookie Shows the Transformative Power of Parenthood

By Emma Foley

The long-anticipated Puckett baby has arrived, and she has captured the hearts of her parents, Campbell and Jett, as well as their millions of fans.

“My angel has given me another angel,” Jett narrates in a social media post post-birth. “Daddy’s got two angels. Pookie and mini Pookie.”

Until the day Mini Pookie can join in for the couple’s viral ’fit checks, Pookie and Jett are soaking up every moment with their firstborn daughter.

For their bundle of joy, the Pucketts chose the name Paloma. The commenters who were quick to mention they’ve only seen the word on a taqueria’s cocktail menu receive frequent education from Jett that “Paloma” is Italian for “dove,” symbolizing purity and peace. It’s also alliterative with their last name, offering strong monogram potential for an infant onesie —adorable for tummy time, though virtually hand-me-down-proof.

The same monogram, PCP, can also be found on a Goyard tote. Though at only four months she’s still small enough to fit inside, her forward-thinking parents know that one day, she’ll be able to carry it herself.

The “C” stands for Campbell, Paloma’s grandmother’s maiden name, and, of course, her mother’s first.

“Bringing our daughter into the world was the purest joy we have ever felt,” Campbell shared in the birth announcement on Instagram.

Ever since, she’s taken on the role of Paloma’s mommy with the utmost class, grace, and, naturally, extravagance. And Jett wears his new title of father well, whether he’s caught on camera singing lullabies to the prettiest girl in the world or letting everyone on earth know how advanced his firstborn is: “She’s gonna be rolling over soon!”

Jett’s also learning, slowly but surely, when to put his foot down, like refusing to swipe his card in Aspen for a miniature Moncler down jacket that Paloma would wear “for two months.”

And yet, the sleepless nights haven’t yet stripped Jett of his endearing tendency to spoil. A Tiffany silver heart necklace hangs around a post of Paloma’s crib until one day her daddy can clasp it around the nape of her little neck.

While the couple has not abandoned their bread and butter, modeling in-vogue brands for trendy date night outfits, shrewd influencer Campbell has leveraged her role as a new mom to dip effortlessly into a new industry: all things baby.

The baby products market is estimated globally at around 321 billion dollars, expected to jump to over 575 billion in the next decade.

Catalysts for this growth include new technologies — like a bassinet that rocks itself — mixed with new advertising methods, like influencer marketing. America’s newfound health awareness has revolutionized the hypoallergenic and non-toxic markets. Plus, in today’s culture, where couples are waiting until they have a solid disposable income to start a family, researchers forecast that first-time parents will, on average, continue to spend more money on gadgets and gizmos for their little ones.

Through this savvy business move, Campbell is expanding her personal brand and opening the door for a slew of potential new clients — all while fulfilling her valiant mission to spread the joys of motherhood.

A recent sponsored Instagram reel on Puckett’s page does all of the above. It’s an ad for Coterie, a company that touts its “premium” diapers and wipes. Campbell is shown doing mundane, motherly tasks: clearing, changing, and rocking baby Paloma, then replenishing her diaper drawer. All the while, audio plays.

The first few months of being a mom have brought some of the most rewarding moments of my life. Caring for her, loving her, keeping her safe and happy brings me so much joy.

It’s the little moments of our day that I wish I could just stop time. She is changing so often and we’re constantly figuring out our new normal. I don’t have it all figured out yet, but I know that I’m doing my best and getting more confident in my new role everyday.

I’ve realized this is what I’ve been waiting for my whole life. I’m the best version of myself when I’m a mom. I can’t believe I get to be hers forever.

The post has over one million views, which is a win for Coterie’s “high-performing” diapers and hypoallergenic wipes. It’s an even bigger win for the culture.

Puckett and her team could have written a sketch about the disastrous first few months of parenthood. From the “Now what?” that comes the first day home from the hospital, to the realization that the average newborn requires upwards of 10 diaper changes per day, to the sorry state of date nights for Pookie & Jett, there were likely ample opportunities to complain.

This would have been a perfectly accurate, perfectly acceptable, and somewhat comedic direction to take the ad. Infants are messy. New parenthood is exhausting. Date nights are certainly harder to come by when both parties have responsibility to a third member who can’t yet hold her own spoon.

Campbell isn’t denying that any of this isn’t true in her and her husband’s “new normal.” But there’s plenty of parenting scorn to go around on the Internet already. Body changes, hair loss, no more “me time.” Feed the algorithm with one too many targeted clicks, and you’ll be scrolling into never wanting kids.

Diverging with the rest of the culture, let alone other creators, the Pucketts have refused to put out anything less than positive about being Paloma’s parents. Even in a diaper ad, Campbell chooses to stick with her brand — one that uplifts women, mothers, and motherhood.

Jett highlights Pookie’s superpower, that she knows Paloma from her special newborn smell, a perfume that can’t be bought, one she can’t get enough of. Campbell isn’t shy to admit, too, that her postpartum hormones get the best of her, causing her to break out in tears over the beauty of motherhood at seemingly any given moment.

The Puckett family, now a party of three, continues to grace social media with luxury, love, and lessons about being a mom and dad that the average user might have missed in the midst of procreative doom. Though often it’s packaged as content or a paid ad, what Pookie & Jett deliver to followers is the beauty of parenthood, a needed and noble cause.

Emma Foley is a Content Manager at National Review in New York City. Originally from Pennsylvania, Emma earned a degree in Marketing and Theology from Boston College. You can follow her @emmafoleymedia.