Victory for Essex maternity lingerie ace

Emma-Jane Maternity, the UK’s largest and longest-running maternity lingerie brand, is celebrating a positive end to the year after bagging two Right Start awards.

The brand’s Mia Maternity & Nursing Bra scooped Gold in the magazine poll, while the Louise, which is designed for women who suffer from allergies and sensitive skin, came highly commended.

One tester highlighted that many bras became irritating as she had a tendency to overheat, but the Louise bra remained “comfortable”.

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Both bras are from Emma-Jane’s Next Generation range and are designed to grow with women’s bodies as their breast size changes. “It adjusts to my shape even when my breasts are full before a feed and is very easy to unsnap and feed discreetly when out and about,” said another tester.

The Mia retails at £13, which the company says ensures mums and mums-to-be wear a bra that fits their body and their purse.

Ian Gerecht, managing director of Emma-Jane, said: “We are delighted that our range continues to win awards. It’s essential a nursing bra is comfy, supports the breast and of high quality. Most mums only have a few feeding bras, so we know they need to withstand frequent wash cycles and still deliver comfort and support in those precious breastfeeding months.”

Essex-based Emma-Jane describes itself as a British business success story, with bra-making roots that go back to pre-World War II.

Gerecht’s father began working in a bra factory just before the war broke out in 1939. After the war, he set up his own factory specialising in nursing bras, which Gerecht himself joined in 1968. It was sold 16 years later to the Lovable Bra company.

After a few years he was contacted by agents and customers to start up a new maternity and nursing lingerie company, and in 1986 Emma-Jane was born. Today the brand has more than 40 different product styles with stockists in many countries around the world.



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