Amoralia is the brainchild of Jules Canterbury. Seven 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!), she spotted a gap in the market for pretty maternity bras. Spurred on by pleas from her pregnant sister, colleagues and friends, the idea took hold and 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 sassy. 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!"
"After researching, testing and tweaking, speaking to experienced midwives and dozens of pregnant and breastfeeding women I think we're definitely getting there, as our customer feedback testifies."
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.
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