Ariane Goldman is one smart mama. The beautiful brains behind HATCH, chic maternity clothes for all, realized that mothers-to-be were a massively underserved market. Goldman started to realize that fashionista moms needed a stylish outlet, and so HATCH was born. Now with a booming business, (and some very famous fans!), HATCH is taking LA...
Before Hatch, chic maternity clothes were so hard to find! Tell us about the brand's story! AG: In 2010 I was pregnant for the first time and frustrated by the lack of stylish clothing options in the maternity market. I didn’t want to spend money on something that was disposable or that made me feel super dowdy. I wanted to celebrate my changing body, not hide behind it. Following the birth of my daughter Charlie, I launched HATCH in an effort to create stylish, easy, timeless maternity solutions as well as become a trusted resource for women who wanted to feel beautiful, confident and stylish during one of life’s most rewarding yet challenging moments. When I was pregnant, I felt like no one was speaking to me, so I decided to start the conversation.
What's the most exciting thing about being a female founder? AG: The idea that I’m not only setting an example for my daughters but that I’m in the company of other women who are forging the way and driving this new frontier. Women who can do it all - be moms and be successful entrepreneurs. And we’re relying on each other for the support and the insight to make it OK.
Meghan Markle wore one of your pieces! Was that a dream come true?! AG: We were so excited to see the Duchess of Sussex choose HATCH for her first official maternity ensemble. It was a big surprise and incredibly flattering. Our Eliza Dress is a bestseller because it’s a great all occasion piece. It’s comfortable yet totally appropriate to wear everywhere, pregnant or not. I love the way Meghan styled it and that it fit her perfectly. I also love that she isn’t afraid to embrace her baby bump. She looked chic, comfortable and effortless.
What have been some other huge moments for you and the brand? AG: Last January we launched our beauty line, HATCH MAMA. Every product in the collection is non-toxic, mama-safe + made from the best plant-based ingredients out there.
Also, in October of 2017, we opened our first retail store at 17 Bleecker Street in New York. We also opened a store in the Brentwood area of Los Angeles at the end of last year. It’s been an amazing journey to watch as our stores bring a layer of connection and community to HATCH that’s super meaningful. We host events at both stores, where we’re educating, informing and connecting women, pregnant or not. We’re bringing in doulas to discuss birth options, lactation consultants and sleep-care professionals to help with the struggles of having a newborn. We’re interviewing leading experts in the maternal and wellness space. You name it. With our stores, we’re growing from a two-dimensional, direct-to-consumer brand to a three-dimensional, meaningful destination where women can find the information and emotional support they need.
And, of course, Meghan Markle wearing our Eliza Dress was an amazing way to kick off 2019!
What are some of your favorite spots in LA? AG: Farmshop at the Brentwood Country Mart (and across from our Brentwood store) for all my meetings, tenoverten for the chicest all-natural mani/pedi experience, Pace for both food and vibe and for catching up with all my friends.
What are you most excited about for 2019? AG: As we continue plowing through our next collection of beauty essentials, I’m super excited to help HATCH MAMA grow to have its own identity within the marketplace. We’re also continuing to grow our retail presence in select cities across the country. That combination of community + great product is an important, 360-degree moment for us. Overall, my vision is to make sure HATCH reaches as many women as possible, whether online or through our physical retail locations.