Amoralia was my first baby and now I have Sacha, my second!
Ten years ago, whilst working as a planner at one of London’s top ad agencies and working on a brief for a lingerie client (no pun intended!), I spotted a gap in the market for pretty maternity bras.
My pregnant sister, colleagues and friends, were all desperate for something beautiful, that made them feel special. I had what I felt were some really strong ideas and opinions and so Amoralia was born in February 2005.
At the time, I hadn’t had kids myself, so it may seem surprising that I set up a company dedicated to making the most beautiful maternity underwear on the market. But I did know – like you – that the right underwear could instantly change my perception of myself and help me feel more feminine and better. Why would pregnant women not feel the same?
We have always aimed to make the most stylish, the most comfortable, and the best quality maternity lingerie, swimwear and nightwear on the market – we want pregnant and nursing women to feel, and look, beautiful!
A huge proportion of my time is spent researching, testing and tweaking, speaking to experienced midwives and dozens of pregnant and breastfeeding women. It all boils down to one thing – we’re definitely getting there! By listening to & reading your amazing feedback (thank you, by the way!) I know what we are doing right and most importantly what we can change to constantly make Amoralia the best it can be.
We get recognition for it too! I was honoured to be the runner up in the Blueprint business planning awards back in 2005 and, more recently, the winner of the UK Fashion & Export award for lingerie and beach fashion – you can see a sneaky pic of me meeting Princess Anne above!
Besides style, innovation and empathy are also at the heart of the brand so it seems natural to commit a percentage of Amoralia’s profits to Tommy’s, a charity which aims to end the heartache caused by premature birth, miscarriage and stillbirth.