It began, quite simply, because of a gap in the maternity market. Or rather, a huge gaping hole. When our founder, Baukjen De Swaan Arons, was pregnant with her first child more than ten years ago, pregnancy fashion was almost non-existent. In trying to dress a growing bump she made “every mistake in the book”. And so the Isabella Oliver idea (alongside baby number 1) was born. In a nutshell, she wanted to introduce good quality, desirable wardrobe essentials into the lives of pregnant women. Baukjen knew what she’d been looking for. Together with Geoff – her husband and CEO - and the team, she researched fabrics, used her creative vision and built a modern maternity brand. The now iconic use of jersey and the trailblazing wrapping and ruching design techniques were discovered. Collections grew in size following customer requests. Forgotten no longer, pregnant women have been filling their wardrobes with the Isabella Oliver collection for over ten years. We are a world leading maternity brand selling internationally to more than 150 countries. We are the preferred choice of A-Listers from London to LA and everywhere in-between. We have been recognised by the World Retail Awards and honoured with a prestigious Queen’s Award. But most importantly, we have never forgotten what our customers need. You come first. Always. Thank you for your continued support.