Building on Chapter 3, in Chapter 5, we explore the emotion work that women undertook in becoming parents. Using the work of Hochschild (1979,1983/2003), we focus on how new parenthood creates feeling rules that women are expected to adhere to, and are also compelled to encourage men to engage with. To examine feeling rules associated with new parenthood for women, we first return to the topic of breastfeeding and explore how women are expected to persist with breastfeeding and expressing milk, and what it means when it comes as a significant challenge physically and emotionally. We then turn to consider the emotion work that women engage in to encourage their male partners to contribute to caring for a newborn child. Finally, we look at the moral work associated with caring for a new child, and how for some women the expectation that this would be a joyous time was in stark contrast with the monotony of new parenthood.