The Seraphine Story


Here at Seraphine, we specialise in innovative maternity & nursing designs that empower you to feel comfortable & confident in your changing body.

Founded in 2002, Seraphine is led by CEO David Williams & Creative & Brand Director Chelsey Oliver.

The Seraphine collection: designed for mums, by mums

Chelsey is a mother of three with over 15 years’ experience designing maternity & nursing clothes. She heads up an inhouse team of design experts, many of whom are mothers themselves. Together they draw on their collective experience & journeys in motherhood, constantly innovating to create clothes that help with creating confidence while being comfortable with clever features that adapt & grow with you. Our mission is to create fashionable pieces that last from pregnancy through to new motherhood.

From everyday basics to occasion wear, Seraphine covers all aspects of a woman’s wardrobe.

Maternity Clothes

All your everyday wardrobe staples, cleverly adapted to fit & flatter your growing bump – from dresses, knits & tops to the perfect pair of maternity jeans.

Nursing Clothes

Not just for nine months… the majority of our styles include clever hidden features to allow easy nursing access after your baby arrives, making your maternity wardrobe work harder & last longer.

Lingerie

Underpin your outfits with the perfect lingerie. Whether it’s super-soft & seamless or a little more structured & supportive, our collection is suitable for all stages and occasions.

Essentials & Basics

When it comes to basics, you deserve the best. From easy tanks & tees in the softest natural fabrics to the perfect pair of leggings or lounge pants, this collection is all about comfort.

Maternity Workwear

Smart, office-appropriate clothes designed to flatter a bump & allow easy access for pumping or feeding, this collection is made with working mamas in mind.

Activewear

Breathable & flexible, our active styles are expertly designed to move & grow with you through every stage of pregnancy & offer easy nursing access after baby arrives. Seeing you through from pregnancy yoga to postnatal workouts.

The 3 in 1 Babywearing Collection

Designed for bump to babywearing, our transforming jackets & coats grow with you through pregnancy & feature a detachable panel that zips up over a baby carrier.

Occasion Wear

Our Luxe Collection of elegant outfits for weddings, parties & special occasions. We have stunning options, perfect whether you are with a bump or nursing a baby.

Men’s Wear for New Dads

Our collection includes skin to skin tops for him, babywearing jackets and hoodies.

We currently ship to 127 countries, via eight ecommerce sites serving the UK, US, Europe and Australia, alongside digital partnerships with brands such as Zalando. You can also find us at our 8 flagship stores located across UK, France and USA as well as at our concessions in select Macy’s stores in USA.

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