About
One of the biggest challenges that often goes unaddressed after giving birth is the loss of our ‘pre-baby’ identity and, along with it, our sense of style.
The Mum Loop is dedicated to helping new and seasoned mums solve their style confusion and navigate life after pregnancy with insightful and actionable advice covering all topics from movement to sleep, and a curated selection of clothing and lifestyle essentials to shop at your leisure – during naps, feeds, sleepless nights – whenever you need a minute.
Our Story
Along with the elated emotions that entering motherhood can bring, it can also stir up some pretty heavy feelings. We've all experienced moments of insecurity in our new bodies after birth, and we’ve all felt despair at our lack of time and choices when seeking suitable style solutions for our Mum Era. For many women, that feeling doesn't disappear after the newborn stage. Motherhood changes how we spend our time, how we shop and how we see ourselves.
We believe that for life to flow, your cup must also be topped up. The Mum Loop is founded on the principle of offering a selection of high-quality, considered brands to help you embrace motherhood with more confidence, ease, and style.
Meet Nina, our founder
I dreamed up The Mum Loop one year after giving birth to my son, Tor. I wanted to reignite my love of fashion without departing too far from the digital space I had been working in for the last few years. When I became a mum, I went through a period of self-doubt around how to dress myself ‘appropriately’ for my new life stage and in a way that still felt like me. A feeling of disconnect I know many women can relate to. It became apparent that few practical solutions existed.
What began as a personal challenge after becoming a mother soon revealed a much broader need. Women I spoke to, at every stage of motherhood, were looking for stylish, wearable pieces that fit their lives and helped them feel confident again.
My experience working in the fashion industry for 15+ years helped me develop a genuine appreciation for quality fabrications, better fits, sustainable practices, and slower fashion. I hand-select styles from premium brands so you don’t waste precious hours hunting online for the perfect jeans, or the shirt that you goes with everything. I have personally used or thoroughly vetted each brand represented on The Mum Loop.
My ethos is simple: consider your lifestyle, clarify your personal style, and then choose quality over quantity.
If you're a Wellington-based mum and need some personalised, hands-on style assistance – check out my style concierge service, and wherever else you may be, don't hesitate to reach out if you need any guidance,
Nina xx
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
Style for your best era yet.
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Clarity
Get clarity on how to dress for
your Mum Era without sacrificing your personal style. -
Quality
Invest in quality pieces that work back with the rest of your wardrobe. Make considered choices.
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Confidence
Through clarity, we gain confidence in how we move through the world as a new mum.
