About Tab

Pregnancy is a time to celebrate and embrace your ever-evolving shape. There are few times in a woman’s life when it’s as important to choose lingerie that’s comfortable, supportive and feminine.

It was first-hand experience that inspired Womama directors Heidi Holbrook and Juliette George to pioneer a new brand of motherhood lingerie, at a time when white, beige and black strap-them-down boulder holders were all the big brands offered pregnant and nursing women worldwide.

The scarcity of gorgeous but comfortable lingerie spurred Heidi and Juliette on to design a range neatly positioned in what they call their ‘sweetspot’ – the gap in the market between sexy, embellished ‘bling’ bras and practical granny bras.

Four years on, they’ve grown their fledgling New Zealand Company into a global leader.