We started with a simple goal: to keep you in your regular clothes longer. Now we’re reinventing maternity wear with styles that just work, whether you’re rocking a bump or not. Pregnancy doesn’t last forever but we do the wearing-testing, fit-obsessing, and thoughtful-designing to make sure your clothes do.
We launched a new category in 2001 with the intro of the Bellaband — an idea born out of the universal moment during pregnancy when you can’t button your pants. Our founder Ingrid, pregnant with her daughter Isabel, was running late to a meeting when it happened. Out of desperation, she grabbed a tube top and pulled it over her unbuttoned jeans. After months of prototyping, the first belly band was born.
Giving back is an important part of who we are. Through our ongoing partnerships with March of Dimes, Homeless Prenatal Program, and From Ordinary to Extraordinary, we've donated over $2 million in maternity and nursing essentials to support NICU moms, victims of domestic violence, and homeless mothers working to get back on their feet.