If you are a new mum or an expecting mum, you’ve probably been in search of the perfect maternity bra that combines practicality, function and style. It seems like a simple request but finding the perfect bra that hits all three prerequisites can be quite tricky to find.
That’s what Tracey Mountford, founder and designer of Cake Maternity found during her pregnancy journey in 2007. Struggling to find the perfect bra and refusing to give into the notion that newly found motherhood didn’t equal style, Tracey set about to change this for all new mums.
It has since become her driving force to create beautiful, high quality, functional and comfortable pieces that help to support mothers on their breastfeeding journey.
What started as a humble dream in Tracey’s Sydney garage, is now an award-winning maternity brand, that provides beautiful maternity wear to women all around the world.
You can tell that Cake Maternity’s bras are designed with a wealth of experience.
Carefully crafted with comfort, functionality, durability and sustainability in mind.
Featuring specialty soft fabrics, flattering cuts, and easy single-handed nursing clips, each and every bra has been designed to make the breastfeeding experience as simple as possible, and always in style.
Today I interview Tracey, the woman behind Cake Maternity, about her journey, inspirations and must have recommendations for new mums. Read on below.
The team at Cake Maternity have also kindly provided a code for my readers for 15% off your next purchase, if you use LUCIANA15 at checkout.
Can you tell us a little about yourself, your background and what led you to starting Cake Maternity?
My name is Tracey Montford. A Kiwi by birth, I moved to Sydney after meeting my husband and business partner in London where I was working as an Art Teacher.
Cake Maternity was born out of a personal need in 2005, when I was pregnant with our first; Ethan. I quickly became aware of the lack of fashionable, function maternity clothing and underwear available in the market. After much research and recognising a business opportunity, weembarked on the Cake journey, starting with a small range of only 3 bra styles. We had no idea at the time, that it would become a globally recognised & much loved brand.
You create special pieces for mothers. What are some considerations that are important to your design and production process?
Before embarking on any new design we carefully consider the below:
1. Is there a need for this type of product?
2. What product already exists in the market place?
3. Innovation (forward thinking, re-invention)
4. How can we improve on what already exists?
5. Comfort, function, fit and support is important
6. Look and feel of the garment
7. Fabric choices and design
8. Sustainability
A garment can take up to 2 years development, before it is ready for market.
What does a day in the studio/office look like for you?
I’m very fortunate that my business have given me the gift of the perfect work/life balance.
Work for me is primarily during school hours, when I arrive in the office after dropping my boys off at school. I spend the first hour or so of my day answering emails. The rest of my day is filled with design meetings, sampling and fitting garments, marketing meetings and or strategy.
I work with a fabulous team and together we make everything happen.
Needless to say, having your own business can sometimes feel like a 24/7 job, but then again, I wouldn’t have it any other way. The flexibility a thriving business offers is amazing.
What are some resources you use for inspiration?
At Cake our biggest source of inspiration is our customers. We receive a lot of feedback from women who wear the product, stores that stock Cake.
For us it is about balancing look and need with function. Innovation is always at the forefront of Cake designs.
Tell us about some of the people in the industry (or inspiring mamas) who inspire you and why?
It has been really interested to discover over the years that the majority of brands in the mother and baby space, are driven by new mothers. New mothers that have created businesses from a personal need much like me!
I am always inspired by anyone who dares to follow his or her dream. It takes a lot of courage and determination to make a successful business a reality.
What would your dream project/collaboration be? Anyone you’d love to dress?
We have been fortunate over the years to dress a number of celebrities. Some of the biggest names include Kim and Kylie Kardashian, who listed the Cake – Croissant Nursing Bra on her favourite things blog when she was pregnant.
Whilst the celebrity endorsements are always wonderful to receive, it is the feedback from real mums that warms the heart and drives the business daily.
What are some things you wish new mums knew about breastfeeding before they bring their babies into the world?
The truth is that it does not always come naturally to everyone. It can take time; sometimes weeks to get both mum and baby used to it.
It is my advice to speak to as many different people as you can about their experiences and to read blogs. This will help you to prepare mentally for what could happen. Knowledge is power!
Look for local support groups and or lactation consultants in the community. Write the phone numbers down for future use.
Invest in some good quality nursing bras. You want at least 3 bras that will provide maximum comfort, support and easy access. These bras will get washed a lot, so investing in quality well made garments will help to ensure they are more durable and last longer.
What are your top 5 wardrobe must haves for new mums?
1. Comfortable, supportive nursing bras
2. Button Down tops/dresses
3. Tights/leggings for layering
4. Nursing tank tops for layering in the cooler months
5. Comfortable cute shoes
Where is your favourite place to shop?
I don’t actually have a favourite shop. I have found over the years that I am no longer a slave to trends and as I tend to buy what I like, rather than what fashion is telling me I should like.
With an eclectic taste, I love mixing and matching designer with high street finds. I have a particular weakness for colour, faux fur and sequins.
What’s next for Cake Maternity?
We have our eye out constantly looking for new concepts and or product lines to add to the existing range. We will continue to build a strong brand with a sustainable approach.
Take Cake on the road in 2022. We will be attending numerous Mother and Baby Tradeshows in Sydney, Brisbane and Melbourne. We will be doing free bra fittings and giving new mothers much needed advise.
If you liked this post you might also want to check out my recent story on ‘Our Breastfeeding Journey’