H.O.W. feature: About MeV (Part 2)
Sharon Ho-Norton continues to share the birth of MeV…
Mothers en Vogue (MeV) is in the business of designing, producing and distributing Breastfeeding and Maternity apparel for the contemporary mom. Originating in Singapore in 2003, MEV is now represented worldwide through exclusive dealers & specialised retail stores in Australia, France, Indonesia, Japan, Malta, Malaysia, New Zealand, the United States and the United Kingdom.
The Brand & Concept
Mothers En Vogue (MEV) is about trendy yet comfortable clothing for breastfeeding and expecting moms the world over. MEV’s core product quality is comfort and almost all of its products are made of cotton. The brand’s breastfeeding and maternity lines include chic essentials and trend-inspired seasonal collections to suit a variety of occasions, from work, to casual weekends to going out.
Delivering style and quality fabrication at approachable prices, MEV has provided women with clothes that make them look and feel up-to-date, feminine and sexy throughout the demands of lactation and pregnancy.
Qn) The Story behind your online business (when, how or why you started it).
When I had Brandon in 2002, I knew I wanted to give him Nature’s best which is breastmilk. I do not need to explain the commonly known benefits of breastfeeding here but what I observed even early on in my breastfeeding career, was that many women feel breastfeeding albeit good for the child can be restrictive on Mom’s mobility. There are women who – uninitiated or daunted by the idea of feeding their children on-the-go or in public arena – feel restricted to nursing their kids only at home. This is contrary to my belief (and also many breastfeeding advocates), as breastfeeding is in fact very convenient – there are no bottles, milk powders, mixing and preparing to deal with. Baby feeds wherever Mom goes and many Moms need to overcome their misconception that breastfeeding in public means exposing yourself!
This is where options for nursing apparel serve an extremely useful place in helping moms gain confidence in establishing breastfeeding while maintaining their freedom of mobility.
Back in 2002, the incidence of breastfeeding was probably lower than it is now and not surprisingly there was very limited choice in nursing garments. Most nursing clothing available in Singapore are imported US and European labels where sizing is inappropriate to the Asian fit. Pricing is at a premium, styling was not suited to the tropical climate and range was very limited.
10 months into breastfeeding Brandon, I recognized this largely untapped niche market in Singapore for trendy yet comfortable nursing and maternity wear.I spent another 8 months researching and planning for the business. In November 2003, the business Mothers en Vogue materialized and its line of nursing apparel under the label of Mothers en Vogue was born. The proposition behind Mothers En Vogue contemporary and fashion-based nursing apparel is that – without having to compromise on the way they dress or look – more women will be encouraged by the benefits and convenience of breastfeeding and hence be inclined to breastfeed longer.
It first started off as an online business which took off almost immediately and I shortly started an actual showroom as more people wanted to see the clothes. It was gratifying to know that people like and appreciate my designs, and it is even sweeter as MEV stems from the breastfeeding relationship with my children that inspired the mission behind Mothers En Vogue.
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