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EGG Maternity - Charlotte Devereux

Charlotte Devereux, the gorgeous and glamorous director/designer for maternity clothing company EGG, is as delightful to talk to as her company's clothing is to wear. Here, the mum of two tells how she combines motherhood with business - and how she manages to find time for herself.

EGG is often a pregnant woman's first stop when searching for maternity clothing - and there's a good reason for that. Director and designer Charlotte Devereux knows what pregnant women want. Eight years ago, she was out shopping for maternitywear with her mum when a great idea struck: Since they couldn't find stylish clothing for Charlotte to wear during her first pregnancy, then surely other women in New Zealand would appreciate beautiful, well-designed clothing that would take them from bump to beyond. Since then, EGG has grown from strength to strength, branching out from maternity clothing into babywear, body products, and lingerie. We asked Charlotte to tell us what it's like being a pioneer in the New Zealand maternity clothing industry, and how she copes with being a businesswoman and mum of two.

OHbaby!: Where did you get the idea for EGG?
Charlotte: I was pregnant with my daughter Jasmin (now seven), and I couldn't find stylish, comfortable maternity clothing. My mother Colyn Devereux-Kay, herself an astute business-woman, saw a great opportunity when we were out shopping together, trying desperately to find something to fit my expanding tummy. Many of my friends were also pregnant and were crying out for decent maternity clothing. We started out with an ofice in my home, with home-based distributors selling from a sample range. Now, eight years later, we have offices and a warehouse as well as one EGG flagship store, 18 franchise stores, and 40 stockists in New Zealand, Australia, the Philippines, Singapore and the USA.

OHbaby!: What were the early days like?
Charlotte: Exhilarating! Because I was pregnant, I could wear the clothing and test it firsthand. However, those last few months prior to having my baby were somewhat tiring, as I was going a million miles an hour. I could not switch off as the ideas were in full-throttle. Sleep was not an option! Two weeks before Jasmin was born (when I was nine months pregnant), I was featured on the cover of one of New Zealand's top fashion magazines. The accompanying article mentioned that we were looking for suitable distributors: Women who could run a small business from home selling EGG maternity clothing. We were inundated with letters and phone calls. It kicked off very quickly!

OHbaby!: How did New Zealand respond to EGG's launch?
Charlotte: EGG was very well received, as at the time (in 2000), there was very little in maternitywear in New Zealand. Colyn and I were very lucky to be recognised as successful women in business. In that first year, we placed eighth in Ernst and Young's Fast 50 Business Awards - we were the eighth fastest growing company in New Zealand that year, out of thousands of entries. It has been a rollercoaster ride! After opening our first store in 2002, several of our original distributors purchased franchises and before we knew it, we had enquiries from all over the world.

OHbaby!: What challenges did you face along the way?
Charlotte: For us, the biggest learning curve was the production side of things and the assembling of a garment. Maternitywear is far more complicated than regular clothing and it needs to be able to take you through your pregnancy and beyond. But otherwise, I was fortunate as the start-up was very smooth. Having a business partner who thinks the same way made it easy, and we both had business backgrounds, which helped.

OHbaby!: What's your favorite thing about EGG?
Charlotte: I love the creative side - designing the range, which I would like to spend more time on. I would like to concentrate more on the design side of things rather than the day-to-day running of the business. I am also excited by our line extensions. We have really branched out from just doing maternity clothing and now offer everything from beautiful and sexy nursing bras to a new body care range. I am very proud of our EGG Organic range as well. If we all did a little bit to help the environment, we would be in a better place.

OHbaby!: And what's the most stressful part?
Charlotte: Our twice-yearly photo shoot for our catalogue, which I coordinate, usually coincides with our twice-yearly conference, where we also present the next season's range. This is attended by around 25 people, and I also coordinate that. That time is actually a bit of a blur, but you do get through!

OHbaby!: Combining business and motherhood can be a bit stressful at times as well. How do you do it?
Charlotte: I always thought I would work as well as being a mother. It's what I grew up with. The first person I employed was an assistant/nanny, and having the business at home for the first six months after Jasmin's birth meant I could be there for her. When we moved into an office, we had a room especially for Jasmin. I did not want to be apart from her for the first year, and I was also breastfeeding. There are times when it is incredibly busy and I have to work at home; however, if I have emails or urgent work to do, I first spend some time with the children. As a business owner, I have the freedom to be with my children at times that would be difficult in a normal working
situation. I can fully support my children and take time off to be there for them. My son Samuel (four-and-a-half) comes to work with me on Wednesdays. And when my children, or the staff's children, are feeling a little bit under the weather, we have a room set up at our ofice with bean bags, DVDs, toys, and drawing things. My mother always says that the children must come first, and the rest will fall into place - as long as I plan!

OHbaby!: Speaking of motherhood and work, what was your best "working mum" day like?
Charlotte: Attending my daughter's assembly when her class did a presentation - she was so proud. Then taking our dog Ruby into my son's kindy for Pet Day (she comes to work with me every day). Getting to work to find we were in the top four businesses nominated for an export award, followed by some really wonderful emails from franchisees to say how they love our new "look book". Lastly, the new season's catalogue turning up and looking better than we could even hope after a lot of hard work to bring it together. Best of all, sharing this with my mother, whose office is next to mine - we call over the partition for a chat.

OHbaby!: Do you ever get those twinges of "mummy guilt"?
Charlotte: Absolutely. When my children say, "Why can't you not work like other mummies and spend more time with us?" my heart breaks. When this happens, I make sure I set aside time to have one-on-one time with them, and plan a family outing that doesn't involve money. Someone told me once that your children grow up way too fast, so to spend as much time with them as you can, doing simple things like making a daisy chain or playing hide-and-seek.

Ohbaby!: Who were your mentors growing up?
Charlotte: My mother and grandmother were businesswomen who inspired me completely. I am fortunate to have my mentor (my mother) working with me as well. My first venture was at age eight, selling Fimo brooches at the Cook Street Market - it was in my blood! I also admire my friend Jacqui Ansin, who is very business-savvy and has excelled in helping grow the PR division of the company she works for. And I am very inspired by Trelise Cooper - I think she is an incredible businesswoman with exceptional style.

OHbaby!: Where do you envision EGG going in the next five to 10 years?
Charlotte: We are expanding into the US, Asia, and Middle East market, and I would like to see EGG stocked at a selection of top stores throughout the US - we're already halfway to that goal.

OHbaby!: How much "me-time" do you get?
Charlotte: Not enough, although I am trying to meditate 10 minutes every day and do yoga once a week. Walking my dog also gives me time. And I do try to leave work behind when I walk out the door, unless I have a deadline I need to meet. I just wish I had started meditation earlier, as it keeps me calmer during the day. I'm attending meditation classes at present - it is incredible.

OHbaby!: What advice do you have for other women thinking of starting a business?
Charlotte: Some of the best advice I was ever given was to plan and make lists of what I need to do the next day. And my husband Geoff would remind them to take time out for themselves.