Q What made you want to launch a maternity brand and how did your own motherhood journey play a part? A I came up with the idea for Seraphine
while I was working in advertising in the city. A few of my colleagues and friends happened to fall pregnant around the same time, and they all complained about having nothing stylish to wear – especially to the office. I couldn’t believe that women were having to sacrifice their sense of style, just because they were pregnant. I spotted a big gap in the market and decided to do something about it. My own motherhood journey had a huge impact on the direction of the brand. I fell pregnant with my first son within the first year of starting Seraphine, and while it certainly wasn’t easy to juggle a newborn and a new business, the whole experience was incredibly inspiring in terms of styles and products that mums-to-be need. I perfected the design for our popular under the bump maternity jeans while expecting my eldest son. And in fact, I had the idea for our range of nursing shawls while breastfeeding my second! Q What’s your proudest moment from 18 years at the helm of the brand? A Seraphine has given me so many proud
GREAT
expectations Absolutely Mama meets Cécile Reinaud, founder of Seraphine, as the maternity brand celebrates its 18th birthday I n t e r v i e w C A R LY G L E N D I N N I N G
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moments over the years. From dressing pregnant celebs on red carpets and royalty at official events to winning awards and opening flagship stores in fashion capitals across the globe! Though I have to say, this year I have been particularly proud of the way my team have pulled together and adapted so quickly to the strange circumstances that 2020 has brought with it. Despite all the challenges of coronavirus, we have managed to achieve some incredible things this year – top of my list was winning our second consecutive Queen’s Award – that is something I am incredibly proud of. Q You’ve dressed many famous faces – from royalty to A-listers. Who have you been most excited to see wearing your designs? A I am always excited to see celebrity
mums-to-be wearing Seraphine – that feeling never gets old! I always say we dress
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