75. Pretty Mama

Family-owned Pretty Mama is disrupting the maternity market by creating discreet, breastfeeding clothing that’s stylish enough for the modern mother.

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Founders: Jenny McFadden and Alex McFadden
Founded: 2020
Website: prettymama.co.uk

Pretty Mama was formed in 2018 by two sisters, Jenny and Alex McFadden. As a new mother, Alex felt limited by what nursing clothing she could buy. The options available were not her style or economical, as she knew she’d never wear them again once her breastfeeding journey was over.

Alongside younger sister, Jenny, a final-year Business and Law student at Northumbria University, the pair decided to design a line of breastfeeding clothing that customers could wear with confidence years after they choose to stop breastfeeding.

Together, Alex’s personal experience with the market and Jenny’s business knowledge produced a game-changing idea, and the Pretty Mama brand emerged into the world kicking and screaming in 2020 – just two weeks after the first UK lockdown was implemented.

As a new mother, Alex felt limited by what nursing clothing she could buy. The options available were not her style or economical.

The company’s minimalist creations are not only fashion-conscious, but also practical for the UK consumer. Alongside lightweight t-shirts for summer-born babies, there are also luxurious jumpers and cosy fleeces for those cold winter months, delivering another smart solution to the maternity-wear market.

Rearing both a business and a baby in a pandemic is no mean feat. But the McFaddens say their biggest achievement to date was appearing on Dragons' Den. There, they made history by being one of the few startups to secure investment from all four dragons, birthing a very influential partnership that helped to grow the company and its 10k social media following.

The company’s minimalist creations are not only fashion-conscious, but also practical for the UK consumer.

Despite finding nationwide fame, the two have strong ties to their beloved North East. Pretty Mama continues to work with a local manufacturer in Newcastle, lowering the brand’s carbon footprint and helping to support the  local economy and workforce.

And just like that, another Startups 100 company was born! Congratulations on your impressive growth, Pretty Mama. It’s clearly been a labour of love.

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