I have been wondering for a long time now, why no one has considered that pregnant and nursing mums want to have beautiful, comfortable, sexy, practical and stylish underwear.
Maternity and Nursing underwear feels like such an after thought for so many high street brands and as a result they have got it so wrong. Which is why it is great to see a company who is investing in research in this sector, who are really understanding what it means to be the woman wearing this underwear and therefore catering for it perfectly.
I am so happy to have discovered this brand. The underwear is stunning and super comfortable (wearing it now) it's clever and innovative and I will be wearing my bra long after i finish breastfeeding.
Here is what the founder Jules wants to tell us about Amoralia.
NAME OF BRAND: Amoralia
DATE IT WAS FOUNDED: February 2005
BY WHOM IT WAS FOUNDED: Jules Canterbury. I live in London with my husband Rich, and our 3 year old son, Sacha.
WHY WAS IT CREATED: Ten years ago, whilst working as a planner at one of London’s top ad agencies, I was working on a brief (no pun intended!) for a lingerie client and spotted a gap in the market. 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! At the time, I hadn’t had kids myself, but I did know that the right underwear could instantly change my perception of myself and help me feel more feminine and better, so why would pregnant women not want to feel the same?
WHAT WE NEED TO KNOW ABOUT YOUR BRAND: We offer the most stylish, comfortable and best quality maternity and nursing lingerie on the market. We want pregnant and nursing women to look and feel beautiful, but understand just how crucial comfort is at this special time. From sexy sets to snuggly sleep bras, we offer a wide range of practical and stylish pieces for women of all shapes and sizes, catered both to during pregnancy and throughout nursing. A huge proportion of our time is spent researching, testing, tweaking and improving to ensure what we create is the best garment out there. Our ethos? Beautiful lingerie for beautiful mums.
WHAT WE SHOULD BUY FROM YOU:
Our new Allure is the first ever nursing bra on the market to have a removable flexi-wire! This means mums can have support when they need it, but take it out when tender, for peace of mind in the early stages of breast-feeding.
Our Seamless Sleep bra is softer than your baby’s bottom. With easy lift up nursing access it’s a great help to tackle the4am nightfeeds, but is still provides enough support to wear in the day.
Our Second Skin organic bra a simply cut, modern nursing staple. Every piece from this range is produced with organic cotton and eco-friendly dyes to respect not only mums’ skin, but also the environment. The cotton sits softly again sensitive skin and is breathable too – bye-bye hot flushes…
Our Nursing Tunic doesn’t look anything like the usual plain-Jane maternity or nursing nightwear. The marl fabric is luxuriously soft and is not only on trend but practical too. It’s ruched sides cocoon a growing bump or new-mum-tum comfortably, with quick and discreet nursing access zips. Plus the design means it can be teamed with our PJ leggings at night AND with jeans for a super easy day-time look.