Beyond Nine came into inception in 2017 after Naomi Raybould spotted a gap in the market for quality, stylish and responsible maternity wear. Her personal experience of being unable to find clothing that made her feel like herself during her first pregnancy quickly made her feel she was losing her identity. A disconnect intensified by a fashion industry she felt made little accommodation for a changing body. She was also dismayed to find much of the clothing created for pregnant women was lazily designed, poorly made from cheap fabrics, and intended to be thrown away after nine months.

Desirable enough to last well beyond a bump and baby, Beyond Nine’s feel-good collections are empathetically designed for all the significant changes women’s bodies go through - not just mothers.

Tell us about your experience prior to launching your business?

I was working for an international development charity running the brand and marketing team. Before that I was at the BBC working in marketing. No fashion experience to speak of, just a lifelong love of clothes!

What inspired you to launch your business and what is the end goal?

During my first pregnancy and early motherhood, I really felt like I was losing my identity. I hadn’t realised how important getting dressed was to me until I couldn’t wear what I wanted. When I was pregnant with my second this all came flooding back. The maternity wear market had not moved on at all – it was cheaply made, and the designs were not well thought through. My Mum leant me some of her jumpsuits that she wore in the 80s when pregnant, and that sparked the idea...

What’s the biggest lesson you’ve learnt so far as an entrepreneur?

This is a tough one, as I have learnt many lessons with many mistakes along the way! I think the biggest one is to always trust your gut, whether it’s making design decisions, decisions about who joins your team or whether a certain manufacturer is right for you & your business.

What is your day-to-day role with the company?

My day-to-day role is extremely varied – from designing new pieces, looking at fit samples, designing fabrics, sourcing fabrics, talking to suppliers, working on our marketing or finances & sometimes quality checking and packing orders! In a small business we all muck in!

Any moments where you thought you’ve bitten off more than you can chew?

This used to happen at least weekly – when I was juggling this alongside 3 kids. But now I have a brilliant team of women supporting Beyond Nine, so it happens less often than it used to…. Maybe just once a month now – it’s a rollercoaster!

What keeps you motivated as an entrepreneur when you hit bumps in the road?

Our community of customers. They never fail to inspire me to keep going. We get so many little love notes from our customers and knowing that we can play such a profound role in their journey is worth getting up for every morning.

What does your business offer its target audience?

I genuinely think our business offers something to our target audience that no one else does. Clothing that is designed to see women through all stages of womanhood – our bodies go through incredible changes over our lifetimes & this is something that the fashion industry has chosen to ignore. These changes don’t mean you need fancy flaps or awkwardly placed zips – just cleverly thought through designs, so you can still feel like you, even if your body no longer feels like your own.

What plans do you have for Beyond Nine over the next two years?

We want to continue to expand our product offering, we have so many more ideas about what we can bring to women – how we can keep them comfortable and stylish. We want to continue to focus on working to be the most sustainable we can be. We also need a bigger team to help us achieve these things – we already have a brilliant team of women who are just as passionate about Beyond Nine as I am, so can’t wait to bring more into the fold.

What’s the single most important decision that you made, that contributed to your business

Probably taking on my business partner Rachel when I was just shy of running the business single handily for 2 years. I learnt that I need other people to bounce ideas off and make tough decisions with. Running a business can be a lonely place, and Rachel has completely complimentary skills to me. Two heads are better than one in this case & we make a great team.

What are your top tips for entrepreneurs wanting to get their business out there?

Go for it & know that failure is part of the process. Failure makes you stronger & better. Know your numbers inside out, love your product and believe in yourself.

What would be your top three tips to fellow entrepreneurs to look after their mental health

Know when to step away – whether that’s stepping away from something that isn’t working, and you keep hitting dead ends or knowing when to step away and have a break. This is REALLY hard when it’s your own business. But time away often allows you to see things from a different perspective. Also, remember it’s your business, so it’s yours to decide what success looks like for you.