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Maternity - Amoralia

Maternity - Amoralia
Maternity - Amoralia

Founder, Jules Canterbury

How/Where did it all begin?

I was working for a big advertising agency, and whilst working on a brief for Gossard (no pun intended!) saw a gap in the market for pretty, stylish and comfortable maternity underwear. I knew nothing about lingerie design, manufacturing, selling or distributing, but I knew (from doing 18months of research, AND from being pestered by pregnant friends and family) that there was definitely a need for it. A year after leaving my job, Amoralia was born!

How would you describe your Style?

Feminine rather than overtly sexy, pretty and fresh and always comfortable and practical.

What Fabrics do you like to use and why?

High end fabrics that can really perform brilliantly. They need to stretch, support, look nice and machine wash over and over again! We also use bamboo in all our jersey linings and nightwear (4x more absorbent than cotton, breathable, bacteriostatic and better for the environment, so perfect for the maternity market).

Have you had a chance to Travel?

I've travelled all over the world, before my business and a little bit during, but highlights include Cuba, New Zealand, Croatia and most recently Thailand, where I went on my honeymoon. I’d love to travel around South America, with Argentina a hot favourite on the wonderlust list!

Where do you draw your Inspiration from?

European chic, vintage femininity and Scandinavia’s clean, beautifully simple design ethos. I love chalky hues with pops of bright colour and all natural, tactile fabrics.

Where is your Home Town and do you still live there?

No home town, I’ve lived all over Europe, and am now happily based in London. But my heart is probably in Switzerland and my mind in New York!

What is the best piece of Advice you’ve ever been given?

Nobody ever lies on their deathbed wishing they'd written that extra report, or gone to that meeting, or sold a few more bras...

What is your Quirkiest Habit?

Chatting to myself, out loud, constantly. I don’t know how long I’ve done it as I never notice!

What is your Happiest Memory?

Being proposed to at Babington House last year.


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