UNDERNEATH Yummy Mummy’s cheerful purple awning on Lexington Avenue between 81st and 82nd Streets, a mannequin wearing a Boob brand striped nursing top has one breast peeking out. The cheeky tableau announces the shop’s mission as clearly as the slogan stenciled on the door: “Happy breastfeeding.”

Equal parts upscale boutique and Duane Reade, the bright, well-organized space offers new and expectant mothers practical nursing necessities and a little necessary pampering for their breasts. And with products like Nummies brand nursing bras, goat’s rue herbal supplements (to increase breast milk production) and Earth Mama nipple butter, it can be hard to tell which is which.

The store’s pumps, mostly made by Medela, camouflage their medical-equipment origins in smooth molded plastic and rubber-duckie yellow. A “pump in style” rig — if a backpack counts as stylish on the Upper East Side — runs the new mother $299; the “freestyle,” which clips onto her belt like an engorged BlackBerry, costs $379. Hospital-grade pumps are available for rental, as well.