Designing for all stages of motherhood, founder of Emilia George Elle Wang saw a niche in the maternity wear industry in terms of style, comfort, and sustainability. Most maternity wear is made from polyester or other synthetic fibers, which aren’t natural, breathable materials. In fact, these materials can irritate the skin, which makes pregnancy all the more unpleasant. So much so, that entrepreneur Elle Wang went on to found Emilia George, which has become the first-ever 100% sustainable maternity clothing line. At the time, Wang was pregnant and had enough of seven months of burning, itchy misery. She had also talked to many moms-to-be and they all agreed that maternity clothes were something you "went through" and never looked back on. Also, she realized how pregnancy is such a short time in a woman's life, that many women weren't ready to invest in a new closet. Wang felt that pregnancy is such a special time in a woman's life, for many a once-in-a-lifetime experience. However, she realized that women don't want to be seen as beautiful when they should pamper themselves and invest in good, comfortable clothes that don't make them or their skin irritable. She decided to celebrate pregnancy by offering women going through all stages of pregnancy, before and after motherhood the chance to feel beautiful every step of the way.
From the beginning, Wang was sure that fabric quality was not something she wanted to compromise on. Today, the label uses three eco-friendly fabrics in its collections: bamboo, cupro, and TENCEL™-Luxe. While bamboo is naturally refreshing and breathable, cupro is a cotton by-product that is a popular alternative to silk as it is soft with a subtle sheen, and Tencel-Luxe is an eco-friendly fiber sourced from eucalyptus trees. Given these high-quality and therefore expensive fabrics, plus Emilia George's small quantity requirements, the idea of starting a commercial label seemed almost impossible. But Wang persisted and won people over with her vision, determination, and the quality of her products. Producing High-Quality Maternity Clothing Initially, Wang produced near where she lives in Manhattan in the garment district, in a small boutique store that sewed her pieces. While convenient and cost-effective in terms of transportation, long-term production in New York was neither sustainable nor affordable. So Wang also began production in her hometown in China, speaking to her factory contacts every day. Today, every Emilia George piece is 100% sustainable and recycled, produced in small batches, and almost all are OEKO-TEX® certified, defining them as safe for infants. All Emilia George pieces are also carefully designed with discreet nursing capabilities for easy pump access, and the classic durable designs are perfect for any occasion during pregnancy and motherhood.