The One Thing That Drove Ariane Goldman’s Wildly Successful Maternity Line


Photos courtesy of Lianna Tarantin

It’s a struggle so many mamas have encountered with their burgeoning bumps: what the heck do I wear? And while all women ask themselves this question on a regular basis, expecting moms have even more to think about when it comes to dressing their body in things that fit comfortably and make them feel beautiful. Wall street vet and former bridal line founder Ariane Goldman encountered exactly this dilemma when she became pregnant, noticing that beyond the logistics of finding clothes for an evolving, expanding body, most maternity clothing seemed to try to simply cover — rather than embrace — a growing belly.

In 2011, she launched HATCH, a clothing line that not only offers chic option for pregnant mamas, but pieces that can be worn before and after your babes are born as well. In addition to the wildly successful body-skimming tunic dresses, belly-hugging tops, and roomy jumpsuits (plus plenty mores styles being added to the line on a regular basis) the brand also recently added a skincare line with belly masks and nipple balm among other nourishing beauty products. And among all her business endeavors, Goldman is also a devoted mother of two young girls, which makes her achievements all the more impressive. That said, we wanted to learn more about the path that led her to HATCH, as well as the mama she’s dying to dress, and her philosophy for dressing her littles.


Take us back to the beginnings of HATCH: what frustrated you the most about dressing during your first pregnancy?

I was newly pregnant in 2010 and generally just frustrated with the lack of comfortable and stylish clothing options on the market. I wanted pieces that would make me feel good about my changing body and to celebrate the life that I was now carrying but couldn’t seem to find anything I liked. Instead of wearing traditional maternity clothes, I was wearing vintage muumuus and some of my mom’s stuff and getting stopped on the street for how cute I looked. That’s when I realized that it’s all about how you carry yourself. If you think about the history of maternity dressing, all the women in ads looked like dolls or tents and weren’t really celebrating the bump the way that it should be.

Following the birth of my daughter Charlie, I launched HATCH to serve as a trusted resource for women who want to feel beauty, confidence, and style during one of life’s most rewarding (yet also most challenging) periods. When I was pregnant there was no one speaking to me, so I wanted to start the conversation.

Mamas can wear HATCH pieces pre and post pregnancy as well as (obviously) while they're sporting a bump. Was that a major criteria in designing the line?

Absolutely. Motherhood requires all hands on deck, and usually results in less time for ourselves, emotionally, physically, and time-wise. I want to design for women whose bodies are changing and don’t know where to turn; for women who are busy and need a one-and-done solution for throwing something on that feels good and can be worn day into night with no question. It’s so important that women who are adapting to such drastic physical changes feel confident, supported and heard through clothing that makes them feel empowered in their own skin. This is the meaning behind HATCH. A destination for women to come where they can find stylish solutions — at any stage — to make their lives easier while looking chic and beautiful. We get what you’re going through, and we have options for you to be your best self!


So many fashionable, badass mamas have worn Hatch! Who's someone that would be your dream to dress (sky's the limit)?

It would be amazing to dress Kate Middleton. I know that she just had baby number 3, so this might be unlikely, but there is something about her that is so classic that takes my breath away. I’d also love to get some pieces on Meghan Markle when the time comes!

Any other favorite mama-run brands you like to pair with your pieces?

I celebrate all my fellow mompreneurs. I love sweaters by Ryan Roche, dresses and draped pieces from Mara Hoffman, shoes and bags by my friend Jessie at Loeffler Randall, and my pedicures exclusively from my bestie Nadine of tenoverten.

And what’s your fashion philosophy when it comes to dressing your little ones?

Comfort is beauty. I personally look and feel my best when I throw something on that was designed thoughtfully and with love, easy, chic and out the door. I try to use that same philosophy when picking out clothes for my girls. I want them to know that beauty comes from feeling comfortable in what you’re wearing and in your own skin.