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Founder & designer Stephanie Schell was inspired to create her own maternity & breastfeeding label by drawing from her own experiences. Frustrated at not being able to purchase fresh, luxurious, fashion forward maternity wear that could easily translate into breastfeeding pieces post pregnancy, she further developed her maternity concept to incorporate very discreet breastfeeding access.

While Stephanie knew her wardrobe would change during pregnancy, she was stunned to discover that it became very restricted while she breastfed her son. Not only was she unable to fit into her pre-baby clothes for the first 6 months, she also found it incredibly difficult to coordinate breastfeeding friendly pieces, particularly dresses. So Stephanie’s collection embodies effortless elegance, style and sophistication, whilst maintaining the maternity and breastfeeding functionality.

Versatility is a big factor to consider in this niche market and additional to coupling fashion forward and flexible designs, Stephanie Schell’s designs place incredible importance on using a variety of gorgeous yet comfortable fabrics including luxurious silk jerseys, chiffons, stretch silk satins and the more relaxed cotton jerseys. Stephanie wants to offer the option of wearing her pieces casually or more formally.



Ripe is an Australian owned contemporary, fresh, stylish and most of all comfortable maternity fashion label. We understand that a girl needs fashion labels she can depend on before and after pregnancy, and Ripe is there for you during this exciting time in your life.
Ripe ensures a delicious array is always on offer. We are committed to creating pieces that fit, flatter and coordinate to make up the perfect maternity wardrobe, allowing you to maintain your own personal style through all phases of your pregnancy and beyond.
Pregnancy is a special and exciting time in your life and you should enjoy shopping for your new wardrobe with confidence.
The collections are predominately Australian made and proudly distributed through boutiques in many countries around the world.
For a taste of something different in maternity wear, Ripe is there to satisfy all of your maternity fashion cravings!




One of the worlds favourite Maternity labels Olian, began over 19 years ago in Miami when Lili Del Cueto (a fashion merchandiser) became pregnant with her first child - and struggled to find fashionable clothing throughout her pregnancy.

Lili fondly remembers how she literally started cutting her first designs on the floor of her parent’s home. A lot has happened since, and today, 19 years later, Olian ranks among the top privately owned maternity fashion houses in the industry -- serving well over 500 upscale boutiques and large department stores nationally and internationally. Her overriding challenge to her now team of designers, is to offer designs of the highest quality and fit, while always keeping firmly in touch with what is going on in wearable fashion circles. lili truly believes that there is no reason for any of her maternity pieces to have an expiration date after 9 months – if you truly focus on fashion!

Olian provides a seasonal Maternity range for style conscious Mums-to-Be - Beautiful Maternity Dresses, Tops, including Breastfeeding Tops, Jeans, Pants & Shorts along with a gorgeous while very practical (maternity & nursing) sleepwear line.







Sudo is the brainchild of Melbourne based fashion advocate Terry Lay. A father of 3 children, Terry set about creating a fashion forward clothing brand for kids aged 2 to 12 years. Breaking away from conventional children's wear, Sudo is for those who have an eye for fashion, styling and quality, with huge emphasis on fit, construction & function-ability, Sudo offers adult like styling and quality for the next generation.
Constantly striving to perfect the craft of design and development, Sudo's creative team injects heart and soul into every collection and do what they do because they love it.
Fashion is constantly changing and moving only those brave and inspired enough to evolve with it create excitement. As a company Sudo holds all these values very close to heart and you can expect new and exciting things from them in the future.







Launched in 2002 by Alison Hui, the Babu range focuses on absolute quality, safety and attention to detail. With a background in nursing and medical sales, Ali was particularly concerned about the health and safety aspect of infant bedwear, following the birth of her son Jack (nicknamed Babu). Aware of the links with asthma, respiratory problems, allergies and sudden infant death syndrome (SIDS – commonly known as cot death), she wanted to feel secure that the fabric would not be harmful or abrasive to her baby’s delicate skin.  Ali’s search for products that used natural fabrics and promoted safety as well as design and functionality resulted in the Babu range of baby bedwear and accessories. She believes involvement and attention to detail at every stage of the design and manufacturing process ensures Babu’s quality focus.
Designed primarily for newborn and young babies you can be sure your special infant will be wrapped in softness and comfort all year round.
Designed in New Zealand and made in Vietnam from 100% cotton all Babu products comply fully with fire and safety regulations and standards.
Babu is committed to environmental sustainability via responsible business, and is playing its part to ensure our children will grow up in a safer, cleaner and happier world.  Wherever possible Babu’s packaging and advertising utilises recycled materials. The PVA (poly-vinyl alcohol polymer) packaging is water soluble and totally biodegradable. Babu guarantees full replacement of faulty or damaged goods.






SOOKI baby’ … a designer baby wear brand founded in 2006
SOOKI baby’s signature style is quirky and contemporary mixed together to create a unique concept in the baby wear market!
The designs represent fashion forward trends with original prints and textiles fabrication designed in a Sydney Studio.
SOOKI baby is committed to designing for today’s style conscious little individuals … and is proudly Australian owned & designed!
SOOKI baby … worn by Funky Little Monkeys!



Ex Sea Folly employee, Karen, wanted to establish a small business that would allow her creative freedom as well as the flexibility to cater to family, husband Tony & 2 young children, Oscar & Sylvie. Tkxi Surf makes swimmers for kids in sizes 0-8 years, and Karen really knows her swimwear: all Tkxi Surf pieces are 50+ UV sun protection and made of the highest quality Italian Lycra.
The designs are something quite magical, possessing optimum function for their designed use, but also crossing over into summer dress-up costumery; ideal for letting your kids exercise their imaginations as they frolic and splash. Let the boys dress up in a bat-man rash vest, or pirate boardie, and the girls can play fairies in the disco fairy rash vest, and flutter around in the Ladybeetle swimsuit. Just divine!

Huckleberry Lane is a family owned business which creates beautifully designed sleepwear for children which is timeless, classic and comfortable.
Using 100% cotton and manufacturing in Australia, sisters Eliza and Carley have been able to ensure the highest of quality in each and every step of making their garments.
Huckleberry Lane’s range includes pyjamas, nighties, rompers, underwear, bloomers and baby wraps from ages 000 – 8 years.









Newbies signature product is the Newbies Baby Feeding Journal.  Simply put, this journal is a great way for mums to note their days with their baby.  The journal does not tell mums when and how to feed their babies because all babies are different. Instead it provides a resource to help mums keep track of how their day is going with their baby.

It's great for remembering when your last feed was, what side it was off, how long bubs is sleeping and other such details.  It doesn’t matter how often you are or aren’t feeding or how you are choosing to raise your child, there is no right or wrong with the journal.






Lifefactory, founded in California by Pam Marcus and Daren Joy, is a company devoted to creating products that are beautifully designed, healthy, and environmentally friendly. Pam is a pediatric feeding specialist and Daren is an award winning product designer.

The Lifefactory WeeGo glass baby bottles are one of the safest on the market as well as a striking modern design.