(Me & Charlie)
I wasn't very good at balancing Motherhood and a business over the summer holidays but spending undivided quality time with my children was worth it. Although, if I want my business to thrive I must plan better for the next one. ha
During our hiatus and in my first podcast interview (with Charlie Launder at Dear Mums), we talked about why I started the brand. As well as it being a great reminder for myself, I thought I'd answer the questions I am often asked so you can get to know Mutha Project just that bit better.
What was actually happening when you thought to start a maternity underwear brand?
This is a little embarrassing as I believed I was the first person to think of creating underwear for pregnant women. I saw my sister who had just popped out her second, and shared my idea. She laughed, pulled out her phone and showed me what came up when we searched maternity bras, or, even pregnancy bras. Yes, bras came up but what did they all have in common? Nursing clips. I wasn't nursing, or didn't know if I would, I was pregnant and needing bras that would stretch as my boobs grew and made me feel comfy and confident. This, in fact, did not exist.
What made you commit to starting a brand?
After this realisation I had a bee in my bonnet and I couldn't stop thinking about it. I am from a Personal Assistant background with zero experience in the lingerie world so had no idea where to begin. Then one day I sat in on a free webinar (the lockdown era) and started following a design agency. A week later, they reposted an advert for a new course. The headline read "Want to create a lingerie brand but don't know where to start?". If that wasn't a sign from the universe I don't know what is. I took the course and the Mutha Project was born — pardon the pun.
Was there a point you nearly gave up?
There have been a few. I was pregnant when I started and launched the day the then bump Dylan started school. It was a very long process. Cash flow, learning everything from scratch, balancing home school for my eldest (again lockdown), postpartum brain fog- it all took its toll at times. Then I would think about my end goal and the brand I imagined building, and without a doubt, I knew I had to persevere.
From a brand stand point you are against the "bounce back" culture. Is this something that affected you personally?
I had two c-sections. After the first I really pushed myself to "get back to the old me". I worked out too soon and ironically this slowed the whole recovery down. After my second pregnancy, I ignored the noise and gave myself 6 months of focusing on my baby and my mental health. It was at this time that I realised the old version of me was an unachievable goal - I'd been cut open twice for starters ffs.
Has your vison for The Mutha Project changed since you started?
OMG yes. I think talking to mums about the brand and opening dialogue on our bodies and how we feel about them now- even years after giving birth, I actually had an epiphany. For most women they had the lingerie they wore pre-babies which they thought they would slide straight back into, but they find their body shape and size has changed and these often feel restrictive now. The maternity underwear (whichever you bought for pregnancy), has been a safety net but hanging on for dear life. The struggle seems to be "what do I wear now?". There is my next mission. To cater for our 2.0. Think of it as comfort meets your new version of "sexy". I want mums to feel confident again.
If someone is learning about Mutha for the first time, what would you like them to walk away understanding?
We are not your average maternity underwear brand. Whether you choose to breastfeed is a "when the baby arrives" conversation. Wearing a Summer dress with a nursing clip on show when you are not even nursing yet is crazy business. You are pregnant for 9 months. I want you to feel comfortable, and focus on what your needs are right now. Not to mention you can wear our underwear postpartum too as our fabric stretches and recovers, and no money wasted.
Hope you feel a little more familiar with us now. If you have any questions, always feel free to get in touch — I love to chat. You can email me at giorgina@themuthaproject.com. If you're on Instagram and would like to come along for the ride, you can do so here.
