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Our Philosophy, Values & Ethics

With the birth of a baby a mother is also born. Motherhood is a beautiful, challenging and extraordinary life-long journey. But it’s one that instinctively tends to place the children first and does not always compliment a sustainable lifestyle. It’s this simple premise that prompted us to start our new venture – a consciously curated store, exclusively for motherhood. 

The experience of motherhood both physically and mentally on a woman is quite simply like no other - whether exploring conception, loss, birth, recovery and the onwards journey that demands strength, it is one that is that is rarely linear.

& Mother is the sustainably minded e-commerce store designed to support and champion mothers at every step of their journey. True representation of motherhood and equity inform the decisions we make, from which brands to connect with to our approach to marketing and the initiatives we support.

Alongside sustainability, we don’t sacrifice practicality or aesthetic with the stores curation – it’s always both or nothing. It's a destination where you will find beautiful yet practical gifts for yourself or another. Our ambition with the pieces we select is to make mothers; mothers to be; and maybe one-day mothers feel seen. Honouring the woman she is & mother she has become.

Conscious consumption

Our model encourages conscious consumption and supports a sustainable and ethical approach to business, both through our own supply chains and the brands we partner with.

All of our brands have positive impact stories which reflect the values of & Mother. We curate the store to be trans-seasonal and avoid fleeting trends. Showcasing timeless pieces that never go out of fashion, address genuine practical challenges, blend comfort with style, and when cared for will last a lifetime.

Care & consideration at every stage

Our marketing and product descriptions always endeavour to provide the genuine picture on a product. We welcome customers contacting us to find our more about an item before purchasing and we offer a generous returns policy. 

We do not have a single charity, initiative or organisation we are supporting as a business, yet this is an important obligation for & Mother. More information will be shared on this very soon.

All of the materials and ink we use for packaging and print are environmentally friendly. Alongside our 100% recycled and biodegradable packaging we offer a gift wrapping option made from off-cuts of material, botanically dyed and sewn in-house, which can be re-used and re-purposed.

Repair not replace

We offer an in-house atelier service for simple adjustments at an included or additional fair price. When purchasing apparel we want you to receive items ready to wear and in the best condition possible. Once you have placed your order you can email us to discuss your requirements. 

We advocate repair over buying new. We offer a free (where possible) repair service. Sometimes natural wear and tear or an accident can happen, or perhaps your body shape has changed. Rather than having an item languish unworn we encourage you to email us to receive a free consultation where we can make recommendations for a repair solution and issue a return to sender envelope. If the repair required is involved we will discuss any associated fees with you. 

Future plans

Looking ahead, we have plans for our own product range with this being carefully designed to fill genuine gaps within collections where we can not currently find a sustainable and ethical solution. And we are very excited that our pre-loved maternity & beyond collection will be here in the new year. & Mother is only just starting out on its journey. Finding ways to keep doing better and continuously working to become a model business will be part of our everyday fabric. We hope you’ll join us.


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