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Exclusive Jubilee Sale – 25% off

We are offering a right royal discount of 25% off everything on our website.

Enter code JUBILEE at the checkout for 25% off orders placed now til midnight Tuesday 5th June* – stock up on everything you need for pregnancy, breastfeeding and baby…or buy the perfect gift.

Amongst our extensive range is the Fragile Maternity collection, fit for any special occasions their dresses are beautifully feminine and suit all stages of pregnancy and beyond.

Featured dresses:

Blue Print Double V Maternity Dress – £109.99

Red Volant Maternity Dress – £96.99

*Terms and Conditions

UK deliveries only sorry. Valid between 31/05 and 05/05 2012. Cannot be used in conjunction with other offers, sale items, Credit Notes or Gift Vouchers. Excludes P&P.


Our Pregnancy iPhone App Shortlisted for Best Family App

We’re delighted to have been shortlisted within the ‘Best Family App’ category for a Lovedbyparents award but we now need your vote to help win!

Released in January, our Everyday Maternity Pregnancy App offers users week-by-week pregnancy tips, parenting & fashion advice, journal facility and much more.

Download the app today at

Your guide to maternity jeans

Finding the perfect pair of jeans that are stylish, comfortable and functional is tricky even when not pregnant so if you are struggling to find the right style for you, here’s the Everyday Maternity guide to help pregnant ladies choose the perfect pair of maternity jeans.

The most important choice you have to make is your waistband style, so here are our pros and cons for each of the styles:

Under Bump Maternity Jeans

Popular with first time pregnant women are the under-bump style. These sit low on your waist and naturally curve under your bump, good if your  tummy is sensitive.  With under the bump, you will need to invest in longer length maternity tops, as your normal t-shirts and tops are not going to cover your expanding tum.   The main downside to this style is that they are more likely to fall down, as you only have the internal adjusters to hold them in.

These are great for first and second trimester (and the post-baby “fourth trimester” too) – gravity may win the battle during your last few months.  If you choose below you can always invest in a separate bump band to cover up any exposed skin.

With below the bump jeans and trousers look for how they expand with your bump. The important thing here is that they do expand, but you can still keep them reasonably tight, otherwise you will spend your days hiking your jeans back up! The majority have elasticated sides, internal button adjusters or elasticated waistbands with a tie-adjuster. All our jeans have one of these options; check out the product information for exact details.

We recommend – Bellybutton Daria Under Bump Jeans – £76.99 (pictured)

Over the Bump Jeans

This style sits high on your waist with a soft and supportive full jersey panel.  Many women feel these jeans offer two key advantages, the support of the jersey panel and the comfort of what is essentially a soft elastic waistband.

They may not look sexy but you can hardly see them once they are on, and they do offer the assurance that if you stretch up you don’t expose too much flesh and they are so very comfy.  With this style check when trying them on that the seam where the belly panel meets the denim doesn’t dig or cause discomfort. We recommend you allow yourself a little growth room.  The downside of this style is that it may not be until the 3rd trimester that you are able to fill the bump band and therefore you may want to fold this down to feel comfortable and supported.

We recommend – Noppies Over Bump Jeans – £64.99 (pictured)

Mid Bump Maternity Jeans

The on-the-bump style sits at the fullest part of your bump, the waist is cut from a soft elastic material.  A perfect first and second trimester jean however majority of women do not find that this style suits towards the end of pregnancy as they do not sit as comfortable on a large bump.  Great early on though as you will hardly tell you have maternity jeans -with no large panel showing under your clothes.

We recommend – Bellybutton Mid Bump Jeans – £74.99

Other Maternity Jeans Tips

  • Before you take the plunge with your maternity jeans you could always try a Carriwell Waistband Expander – £14.49. This neat little item allows you to expand your current jeans with a simple panel, and gives you a few extra weeks of use out of your trousers and skirts before you take the plunge with maternity wear.
  • You shouldn’t need to go up a size – maternity jeans are specifically cut to accommodate your bump.
  • Quality is key when buying maternity jeans. Elastane, lycra, spandex – call it what you will – is an important factor in maternity jeans. The material needs an element of stretch, as it is not only your tum that gets a little bigger. So look for some denim with an element of stretch, but not too much as you may get sagging around the bottom and knees. In our opinion, 2% is the perfect amount – and the majority of our jeans conform to this guidance.
  • Everyone’s bump is different so there are no hard and fast rules as to what suits best, but we have spent time and energy looking at many brands and hope we have brought you some of the best.

Tip! Don’t forget the ‘Builders Bump Test’ – if you flash your cheeks when sitting down, opt for a different pair.  Also if the ‘over-the-bump’ seam feels tight or digs into your bump, go up a size.

You may find that you develop a big bump, in which case you may need to go up a dress size in the final stages, don’t despair, just go with it.

Maternity Jeans are now available in as many leg styles as non-maternity jeans so whether you like Bootcut, Flared, Slim, Straight, Jegging…we have the style for you.

We also carry Long Leg, Petite and Plus Size ranges so that you get a perfect fit.

Breastfeeding Guide

We all know that breast is best and the large majority of pregnant women hope to be able to follow expert advice and breastfeed their babies.  Unfortunately however, breastfeeding can be an uncomfortable and tricky experience and many are disappointed to have to move onto formula earlier than they would have liked.  So to help you feel prepared, here’s our Guide to Successful Breastfeeding for those wanting extra tips and facts about breastfeeding:

The Science…

Breastfeeding provides numerous benefits for mother and baby.  Research has shown that it can help protect mothers against breast and ovarian cancer, as well as weak bones in later life.  It provides all the nutrients your baby needs for the first six months, and can also protect them against infections.  But best of all, breastfeeding allows you and your baby to get physically and emotionally closer.

Preparation is key…

Do not leave it until baby is here to arm yourself with the tools of the trade, prepare for breastfeeding while you are still pregnant and have everything you need to hand.  Here’s your ‘breastfeed with ease’ shopping list:

  • Breast Pads – disposable or washable depending on your preference
  • Lansinoh Lanolin – a barrier cream to ease nipple soreness, good to slap on anyway as a preventative measure
  • Nursing Bras – buy 3 to start, you will be wearing them day and night as you will be sensitive and also want to secure your breast pads
  • Breastfeeding Tops – buy a few nursing vests to start off with that will be cross-functional, those that you can relax at home with and wear with a cardigan when out and about
  • Large Muslin Cloths – from mopping up sick, keeping covered when feeding to being a blanket for your newborn
  • Breast Shields
  • Breast Pump
  • Breastmilk Storage Bags

Have a breastfeeding focus group…

Get your friends/family members together that have breastfed, and pick their brains for tips and experience, even those that tried but soon failed will be a huge source of wisdom as they may have hindsight advice.  When you come across breastfeeding concerns of your own when baby is born you can draw on these stories and know who to turn to for reassuring support.

The early days…

Your breasts will be extremely sensitive and sore at times as they undertake the task of feeding your newborn, prepare yourself for some periods of toe-curling feeds especially when your milk comes in after the third day and remember that your new baby may need to be given guidance too in terms of latching on, encouragement to feed etc.  If your nipples are chapped or sore then using breast sheilds will help.

In the first couple of weeks after birth, be prepared to breastfeed frequently.  Breastfeeding bras, vests and tops are an absolute godsend to allow quick access to the breast at a moment’s notice and aid discretion in doing so in public.

Take care of yourself…

Breastfeeding can be hungry and thirsty work; so don’t forget about feeding yourself.  Have a supply of easy to reach snacks and drinks, and stock up on quick meals.  As well as preparing sustenance, remember to prepare for unexpected visitors.

Breastfeeding on the go…

Exposing your boobs in public can be a worry to new mums, it needn’t be.  There are a myriad of products to help make breastfeeding easy and discreet, the trick is having them close to hand when they are needed.  When you are out and about you need to ensure that you have everything organised in order to nurse comfortably anywhere.  It’s a great idea to invest in some good quality nursing bras and breastfeeding tops, these will provide quick and easy access to your chest and ensure that you don’t do a mini striptease every time you need to nurse!  You can also use a large muslin square to cover up if you feel conscious, and most importantly remember you have nothing to feel uncomfortable about – you are providing nourishment, love and comfort to your child.

Get Comfortable…

Proper positioning of both mother and baby can help prevent sore nipples and insufficient milk supply. Make sure that the baby’s head and body are facing the breast.  Baby should come onto the breast chin-first, aiming the nipple to the roof of the mouth when the mouth is open wide.  Your baby needs to take a good part of the areola tissue (darker in colour) into their mouth in order to be properly latched on. If you have flatter or inverted nipples then use a Latch Assist before feeding

Proper positioning (where the nipple goes deep into the baby’s mouth and so is protected at the back of the mouth) can ease the pain of sore nipples and help ensure your baby is getting the proper amount of milk.  Some mothers like to use a cushion to raise their babies to breast height; others use the natural nurturing approach of holding their babies diagonally across their bodies.  The Rugby hold where the baby’s legs lie alongside your hips can also be very comfortable.

Working and breastfeeding…

Since breastfeeding works on supply and demand, it will be important for you to pump and store your milk while at work if you cannot actually go to breastfeed your baby.

The most helpful thing here is a breast pump.  A good quality breast pump will allow you to pump out milk so your baby can still be fed on your breast milk when you aren’t around.  You may need to pump during the day so talk with your employer and explain that you need a clean and private location and time in which to pump.  Pretty soon you will be able to build up stock and retain your milk supply for as long as you want to continue breastfeeding.

If possible, you should start pumping and freezing your milk about a month before returning to work. This will give you a stock of milk for your baby.  Plastic bags, such as Lansinoh Breastmilk Storage Bags, are specially designed for freezing expressed breast milk.

Friday’s Look of the Day

Step Out in Stripes
We saw this picture of Sienna on Just Jared, and thought it was a great maternity look that could be easily copied by the pregnant lady in the street.
Just take one pair of skinny maternity jeans, add a stripe maternity top – and hey presto you are there.

The Dummy Debate…

As new parents and parents-to-be the the dummy debate always arises amongst discussions with friends and family, they are the marmite of parenting, you either love them or hate them!  Most of my own friends have been convinced that they will never use dummies only to change their mind several days into life with a newborn or others are desperate for thier unsettled little ones to take a dummy but they won’t keep it in their mouths.

For those parents that are resolute in their opinions against the use of dummies then their babies may like to have a comfort blanket a or be partial to thumb/finger sucking – the downside of this however is that it is easier to remove a dummy than their thumbs!

As a mummy of a 5 year old, 13 month old and 6 month bump I will be bold and confess that I am an absolute lover of the things.  Sure, I have the same moments of guilt as does any parent dummy user where I’ll stick it in my baby’s mouth and think that I’m using it as a gag for a few minutes peace but hey, if it’s such a comfort for them why not?!

Babies love to suck, on most of my scans we have seen our babies sucking away either on their hands or just practicing the mouth motions to suckle.  When my first son was born he was struggling to latch on for breastfeeding and my sister-in-law recommended trying him with a dummy to strengthen his suckle, it really helped.  Weaning him off it wasn’t as bad as I thought either, he was 2 and a half and after 6 months of gradual less and less use he accepted that he was now too big for it.

At 13 months currently my second son is another lover of his dummy but I have become more conscious of limiting his use of it since his teeth have come through and also so that he is encouraged to communicate more through speach – well, babble, at the moment.  I’m expecting that weaning him off it may be more tricky especially if our next baby due in July is as much of a dummy lover and the temptation to pinch the new baby’s dummy may be too strong!

If you, like me, are pro-pacifier then the Pipila Portable Dummy Steriliser – £19.99 is the No. 1 gadget to have, a battery operated mini steriliser just for dummies that sterilises by UV – how cool!

Nursing Bra Fitting Guide

Nursing Bras – What to look for

You should consider your nursing bra in the last few weeks before the baby is due. By then your breasts should have reached their maximum size. You will need two or three to cope with leaks and such like.

Many of the same rules apply as with choosing a maternity bra, but with some notable differences being:

Adjustable – fit on the loosest eye when trying to allow for the bra to be tightened after the baby is born

Well fitted – consider the fact that when the milk comes in your breasts may increase slightly – perhaps by a cup size. Once a feeding pattern has been established, re-measure and change your nursing bra accordingly. Also bear in mind you will probably use breast pads to soak up leaks – so allow enough room for these.

Supporting – the bra should be designed to provide comfortable support when one cup is open for feeding

Measuring for you bra

Wearing a comfortable non padded bra take the following two measurements:

1 – under-bust measurement – Measure around your back and directly under your bust.

2 –bust measurement – Measure around the fullest part of your breasts

Use the following chart to determine your bra size.

1 Underbust measurement

Bra Size

63 to 67cm


68 to 72cm


73 to 77cm


78 to 82cm


83 to 87cm


88 to 92cm


93 to 97cm


98 to 102cm


103 to 107cm


108 to 112cm


113 to 117cm


118 to 122cm


123 to 127cm


To work out your cup size subtract 2 from 1

2 Bust – Underbust measurement

Cup Size

10 to 12cm


12 to 14cm


14 to 16cm


16 to 18cm


18 to 20cm


20 to 22cm


22 to 24cm


24 to 26cm


26 to 28cm


You now have your bra size and cup size.