In this video, we discuss how women want their maternity lingerie to be sexy and practical.
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Emma Howard: Welcome back to the Baby Channel. I am Emma Howard and we're talking about sex. I am joined now on the sofa by sex expert, Suzi Godson and Jules Fossett, who is from Amoralia, a company specializing in maternity lingerie and you are holding loads of it, and lots of it is on the table. How did it start and you are just doing maternity lingerie? Jules Fossett: Well those are real niche, those are real gap in the markets. I used to work with a big ad agency and I always wanted to start my own business and I knew that the lingerie industry was booming and so I really wanted to do something there and whilst I was doing my research, my sister and sister-in-law were both pregnant and they said to me, Jules when you do your lingerie business, will you make sure you make some maternity bra because everything was really hideous and frumpy and I laughed it off, not having had kids myself. Emma Howard: Exactly, it isn’t borne out of experience on your part. Jules Fossett: No, exactly. Emma Howard: This is all yet to come? Jules Fossett: Touch wood, but the feeling was I am like any other women. I know that we have off days, I know that you may feel a bit frumpy at times and I know what it’s like to wear something, a little bit glamor, a little bit sexy, you feel instantly better. So why would pregnant women not feel the same, of course they would. So I did my research and looked at the market and spent 18 months getting the company from zero to actually having a product that I was happy to serve, that was comfortable, practical but also stylish and also pretty. Emma Howard: And where are you selling it? Where can women buy this stuff? Jules Fossett: We are selling it in all sorts of places from a little lingerie boutiques like Amoralia’s Follies to big department stores like Harvey Nicks and also a Topshop at the Oxford Street? Emma Howard: And once you have got into big chains, is that post baby as well, very useful to Suzi, sitting next to you here. Suzi has gotten with her fourth baby, Velvet, who was sleeping earlier while we spoke to you, she is awake now. It’s all of a sudden aware, isn’t it velvet? Yeah. Yes you like all of these lovely things. What do you think about all of this? Do you think that it makes a difference, you know, you have had the baby, in your case you have got other children around as well. You are tired, you are feeding. Do you think about underwear or is it the loss that you are thinking about? Suzi Godson: I do think about underwear. Emma Howard: You don't think about putting it on? Suzi Godson: I have been really dreadful. While I was pregnant, I just took my sister’s maternity bras and since then I just haven’t bought any and I think seeing all this now, I’d really like to. Emma Howard: Because it all looks fresh and clean and shiny. Suzi Godson: I think it's easy to -- I’d probably let myself go a bit actually. Emma Howard: I thought you’d look very stylish and sexy. I think what's lovely about what I can see in front of me, I don't know if you agree Suzi, is this is big enough to sort of cup up a boson that's breastfeeding, all full of milk because when you see things with black lace that we’ve got here on the table and some of the things you are holding, they are all so thin and little g-strings and just tiny with that, definitely it can go over a full breast. Suzi Godson: Yeah, it's got a bit of -- Emma Howard: Exactly a support -- Jules Fossett: I mean we do go out to an F-cup and a 40 back and everything is designed with a fuller, heavier bust that's actually much more sensitive and everything is cotton lined, everything feels fabulous on. We make a point of using all the softest materials, the softest elastics and bindings because we know that you are feeling… Emma Howard: And this is a feeding bra, isn’t it? Jules Fossett: That's a feeding bra, yes! Yes, that’s actually a nesting bra. Suzi Godson: One thing I’ve found difficult is that the bras are designed to give you some support,

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