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.
For Juliette, splashing out on stylish maternity lingerie is about celebrating the journey to motherhood – looking and feeling great as you marvel at what your body can do. It also means choosing to wear the softest natural fabric next to your skin.
“Our designs are inspired by nature,” says Heidi. “We use premium, natural fibres – like modal organic cotton, bamboo, silk and the finest New Zealand merino. These beautiful fabrics wash and wear well and feel luxurious against your skin.”
“ It’s about creating a perfect balance between simplicity, function and fit,” she explains.
Womama lingerie features original, fashion-forward prints, beautiful detailing and gorgeous designer embroidery. Each annual collection offers a selection of bra and brief sets, nursing singlets, nursing nighties, and nursing pajama sets. And unique to Womama is the original birthing wrap dress.
Birth wear is a new niche market created by Womama in line with the brand’s philosophy of celebrating motherhood. The innovative birthing wrap, a long-overdue alternative to the drab hospital gown or oversized tee, has been hailed by women as stylish, versatile and functional. Beautifully packaged, it has captured the attention of the international market and is the perfect gift for a pregnant woman.
From personally experiencing the generosity and truly humbling care that the Wellington, New Zealand Neonatal Unit provides for the smallest and sickest babies in our communities, Womama proudly supports the National Neonatal Trust through making an annual donation.
“We strive to make every mother feel like the centre of the universe,” says Juliette. “Because that’s how her baby sees her.”
We have wonderful Celebrities who wear our brand of lingerie and out of respect for their privacy choose not to list them by name.
Our name – Womama – was inspired by the wonder and excitement of becoming a parent. Appreciating what your body can do. Becoming the center of a little person’s universe. Watching your baby sleep, thinking I can’t believe we made you.
We design all our garments with one aim in mind – to celebrate motherhood with wonder, delight and a sense of occasion.
Womama maternity lingerie and apparel is available for on-line purchase at shoppingmoa.com