Behind the Brand
Motherhood may change you, but it shouldn’t mean losing your sense of self. Every Mumma Etcetera (formerly Mumma Etc.) piece is shaped by lived experience and a passion for creating beautiful, considered products that empower women through every chapter.
“The etcetera has always represented the parts of ourselves we don't want to leave behind when we become mothers and the interests, ambitions, style and identity that continue to evolve alongside motherhood.”
Why "Etcetera"?
This part is important. Motherhood is profound but mums also have an identity both before and within motherhood.
You're a mum.
But you're also a partner, a creative, a career woman, a business owner, a homemaker, a friend, a stylist, an adventurer, a dreamer.
(Not to mention the mutifaceted roll that is motherhood itself)
The Etcetera became a word that Lauren and Danielle (co-founders and lifelong friends) personally connected with throughout their own motherhood journeys.
Lauren always had multiple creative endeavors in interior design, writing, photography and fashion. Danielle who balanced both a career in finance and motherhood with a passion for nutrition and wellbeing.
Designed by mothers, refined through motherhood.
Between them, Lauren and Danielle raised six children while living and breathing Mumma Etcetera every day.
Their foundation designs, baby carriers, are the result of almost a decade of trying and testing - their own babies inspiring countless prototypes and refinements. They have worn them through newborn days, school runs, adventures, travel and everything in between.
Those motherhood experiences have, and will continue to, inform every detail of the design process.
From babywearing to something more…
Mumma Etcetera began with babywearing, and babywearing remains at the heart of the brand. Over the years, their carriers have been worn by thousands of families across Australia and beyond.
As Lauren and Danielle have grown through motherhood, so too has the brand. A desire to make family life feel more organised, simplified and considered has fuelled the next chapter: a curated collection of thoughtfully designed products for the newborn days and beyond.
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