Prioritze, Delegate & SimplifyWith one company already under her belt, a pregnant Ariane Goldman noticed a gap in the market and decided to launch HATCH, a site designed to offer women of all stages of pregnancy and motherhood with a stylish, one-stop shop for all their fashion needs. The now beloved brand sells a wide range of off-duty essentials, beauty products and special-occasion items for moms of all stages. We tapped Ariane for her everyday uniform, how to juggle launching a business and raising kids, and why she finds the bellybrief community so inspiring.
You founded HATCH while you were pregnant, inspired by your own struggle to find great, stylish pieces for expectant mothers. You were already an entrepreneur having launched Twobirds, but how was the process of starting this business different and how did you manage it with an infant?I actually felt more inspired by having an infant. By having my daughter Charlie, I felt I really had to go out and do it. She unlocked a real gusto within me. I had the confidence from Twobirds to get started, but the ignorance of not knowing everything about a direct-to-consumer business that produces multiple collections per year and how big of a beast it would be. In many ways, I’m grateful I didn’t know any different. Had I known what I know now, it would’ve been way more daunting to start.
How do you juggle being a mother and a business owner? What is your advice for other women in the same position?Don’t be afraid to delegate. The truth is, you can’t do it all, so let other people help you so you can maximize your time and focus on doing what you love, whether that’s shooting the new collection or picking up your daughters from school.
Don’t be afraid to delegate.
The brand now spans everything from every day separates to swim and outerwear for women of all stages of pregnancy as well as a broad range of non-toxic beauty products. Did you always plan to expand into all of these divisions?
We want to be the 360 degree, one-stop solution for all women during pregnancy and beyond. So for us, adding beauty and other wardrobe categories was always a natural extension to the brand. If it’s something you need during your pregnancy, we want to be able to offer it and in a stylish, thoughtful way.
What is your typical everyday uniform? How has it changed as a mom?Between taking one daughter to the bus stop every morning and dropping another off at school, I take about 20 minutes to get ready! I need an everyday uniform that requires very little fuss but that looks great and can see me through a day at the office to a work dinner and anything else I have on my plate. I love our jumpsuits for that reason. I can feel put together and stylish with one no-brainer piece. We call those our “one-and-dones.”
We want to be the 360 degree, one-stop solution for all women during pregnancy and beyond.
What do you think are the five key style investments pregnant women should make? Why?
- An oversized cashmere sweater for style purposes, but that can also double as a blanket.
- Great jeans that make you feel like you can still be you.
- Awesome, comfy bras that allow you to grow and still feel totally comfortable.
- Beauty products that make you feel beautiful and are not only functional and helpful, but make you feel like a lady.
- Not style necessarily, but a body pillow – because my husband didn’t want to hurt the baby!
HATCH offers a variety of events and traveling trunk shows to connect with mamas in person. Why is building this sense of community important to you?HATCH wants to offer women a meaningful destination where they can connect with each other and feel like they’re being heard and understood, especially during this very exciting, very nerve-wracking time in their lives. As awesome as pregnancy is, it can be a stressful, isolating experience. My goal was for HATCH to grow beyond clothing into a trusted resource that women could turn to for advice, information and even friendship. We’re hosting regular events at our New York and Los Angeles stores, where we invite our customers to attend birthing seminars, expert panels, or fun mommy classes. Nothing is off limits when it comes to the motherhood conversation, and we want to be on the forefront of having it.
My goal was for HATCH to grow beyond clothing into a trusted resource that women could turn to for advice, information and even friendship.
What are you excited to find in the bellybrief community?I’m constantly inspired by women and their journeys, both in motherhood and in maturing. So to find or tap into a world of women with things to say, advice to share and shoulders to lean on is a beautiful addition to an already budding community.
What are you currently researching?I’m researching ways to engage our community and how to support HATCH to be more than just a brand that sells clothes, but a meaningful homebase for women embarking on their new chapter.
I’m constantly inspired by women and their journeys, both in motherhood and in maturing. So to find or tap into a world of women with things to say, advice to share and shoulders to lean on is a beautiful addition to an already budding community.