From Mum to Founder: The Idea, Challenges and Vision Behind Lovemère

Where the Idea Started

Florence Tay spent months looking for a nursing bra that actually worked for her. She wanted something that was comfortable for a full day, gave her enough support while nursing and pumping, and still looked good.

But she could not find what she was looking for.

So she decided to make one herself.

That simple problem became the starting point for Lovemère. Florence was already a mother of three, so she knew from her own experience how much your body and your needs can change after having a baby. Instead of accepting that there were not many suitable options, she started thinking about what mothers would actually want to wear.

The business idea came from a very everyday problem.

Seeing Maternity Wear Through a Mum’s Eyes

Florence has described pregnancy as an emotional rollercoaster. The days after giving birth brought their own changes too. Your body does not stay the same, and something that feels comfortable one month may not feel the same a few weeks later.

This is also where a nursing bra becomes more than just another piece of clothing.

For Florence, it was about being able to adjust to those changes without constantly having to look for another bra. There are also the late nights, feeding the baby and those quiet moments that become part of life after having a child.

Comfort may sound like a small thing, but when you are wearing something for hours every day, you notice it.

The same idea applies during pregnancy. A maternity bra should feel comfortable as the body changes and should make everyday life a little easier rather than adding another thing to think about.

Building Lovemère From a Small Beginning

Lovemère started in 2017 from a small warehouse. Florence started the business with Keith Tan, and even the name has a simple connection to motherhood. “Mère” is the French word for mother.

The early idea was focused on creating innerwear and maternity garments that mothers could actually feel comfortable wearing. The materials, fit and feel all mattered because these were products women would be using during a very important stage of their lives.

Over time, that small warehouse became a growing business with a team, an organised inventory system, an online store and a showroom.

Today, Lovemère serves mothers in Singapore and other parts of the world. More than 45,000 mothers across Asia have chosen the brand.

But looking at where Lovemère is today, it can be easy to forget that it started with one mother trying to find something that worked better for her.

Being a Mum and a Founder

Florence did not stop being a mum when she started the company.

She was building Lovemère while raising her three children and living through the same stage of motherhood that the brand was created around. That gives her a very different understanding of the women Lovemère is trying to serve.

Building a business from a small warehouse into a team, showroom and established brand takes time. It also means making decisions every day, dealing with problems and continuing to learn as the company grows.

At the same time, there is family life to manage.

The two do not always fit neatly into separate boxes. Some days work needs more attention. On other days, family comes first. That is simply part of being a mum and a founder at the same time.

Listening to Other Mothers

Florence’s own experience was only one part of the story. Over the years, she has also spent time listening to other mothers and hearing about what they were going through.

Some stories are happy. Some are difficult. Most are a mix of both.

Lovemère has given mothers different spaces to share these experiences. The brand has featured real mothers through campaigns and interviews, and its Mère Inspos series gives mums a chance to talk about their own lives. Motherhood Reads is another space where women can share struggles and encourage one another without feeling judged.

These conversations are useful for more than just creating content.

They also help a brand understand that every mother has different needs.

One woman may be looking for a nursing bra for everyday feeding. Another may need something for pumping. Someone else may simply want a comfortable maternity bra while her body is changing.

That is why Lovemère has also introduced tools such as its Measure Me fitting guide and bra quiz, helping women find an option that suits their needs.

A Vision That Grew With Motherhood

Lovemère started with bras, but the range has grown as the brand has understood the different stages women go through.

Pregnancy brings one set of needs. The third trimester can feel different again. After birth, there is postpartum recovery, followed by breastfeeding and pumping.

A woman in early pregnancy may be looking for her first maternity bra. A new mum may be more interested in a nursing bra that is easy to use during regular feeds. Someone who pumps may need something designed around that routine.

The range has grown around these different stages. Today, Lovemère also offers tops, dresses, underwear, swimwear and sleepwear, along with products such as the Skye Pump Bra and postpartum tummy wrap binder.

The idea behind all of this is quite simple. Mothers are not all the same, so their needs will not be the same either.

Florence and Keith have built Lovemère around that understanding, while also trying to create a community where mothers can feel supported and comfortable being themselves.

From Mum to Founder

Florence’s story is not really about someone who decided one day to become a founder.

It started with something much simpler.

She was a mum looking for a nursing bra that she could actually feel comfortable in. She could not find what she wanted, so she decided to create it herself.

That small problem eventually became Lovemère.

Since then, the brand has grown, the product range has expanded and thousands of mothers have become part of its story. But the connection with motherhood is still easy to see.

Florence welcomes women to Lovemère not only as a founder, but as a mother who has been through those early days herself.

And perhaps that is what makes her story relatable. Before she was building a business for mothers, she was one of them.