Friday, 28 October 2011


We are officially delighted to launch our newly designed website - Our redesign aims to give our online presence a much younger, fresher and more contemporary feel – what do you think?

As many of you know (and for those that don’t), we provide simple, classic styles and practical solutions for pregnancy and motherhood and we wanted the website to reflect that offering.

It really serves two functions. Mums and mums-to-be can see the range more clearly and where to buy, while our retail outlets are able to access a secure part of the site and download videos, bra-fitting information and images of the collection.

The site upgrade supports our growing social media activity as frequent bloggers and regularly activity on Twitter and Facebook – we’d love for you to come and have a chat with us on either of these forums.

Earlier this year we celebrated 25 years of manufacturing maternity underwear, during which time the market landscape has changed significantly. The last decade has seen online consumer shopping grow exponentially!

Although how and where people buy their lingerie has changed we have kept our promise of comfort, support and affordability and ensure our award-winning collection is regularly wear-tested by mothers, so we can be sure we get it right time after time and continue to be a must-have of the mother-to-be’s wardrobe.

Tuesday, 18 October 2011

Preparing for First-time Breastfeeding

Breast feeding, it’s not just about giving your baby the vital nutrients and anti bodies he or she needs to grow healthily, it’s about the bond, the closeness you develop as you nurse them in the early hours of the morning, last thing at night or simply sat on the sofa watching daytime TV.

Most mums make it look easy, but the reality is that most will have found it difficult or uncomfortable at some point in those early weeks.  So is there anything you can do to prepare yourself and your body?

Learn as much about breastfeeding as you can – talk to other mums, your midwife, read books or take a class.  Type breastfeeding into You Tube and you’ll find a plethora of videos giving tips and advice.

Whether you think about it or not, your pregnant body is preparing itself for breastfeeding. That's one reason your breasts get so much bigger during pregnancy — your milk ducts and milk-producing cells are developing, and more blood goes to your breasts than before. But breast size has nothing to do with your ability to nurse successfully: For example, it's not true that smaller-breasted women make less breast milk. 

You don’t need any specific products to breastfeed, but a good nursing bra will comfortable and provide the support you need for your enlarged breasts.  It will also be easy to undo for quick access for feeding.  Take a peek at our Next Generation Seamfree Nursing Bra which claimed Gold in the recent Practical Parenting and Pregnancy Awards.  At Emma-Jane we also have a range of lovely nursing tops that includes an ultra-soft bamboo top, that don’t expose your whole breast while feeding.  Great for about the house and easy for layering now the colder moths are kicking in.

Disposable breast pads are a must.  Every woman leaks milk from time to time and a pad prevents any embarrassing leakages.

If you’d like your partner, a family member, friend or childminder to be able to help you feed your baby, but don’t want to give formula, then a breast pump allows you to express and freeze (for up to one month) your milk, which can then be given to the baby in a bottle.
Finally, many women also find a feeding cushion useful.  This horseshoe shaped cushion wraps around your stomach, allowing you to position your baby closer to your breast when sat upright.  However, a pillow also does the trick.
Talk to your midwife about the best cream to relive sore nipples and consider buying a cold pack to fit inside your bra to relieve swollen breasts.  A traditional remedy is to use cabbage leaves – try them – you might just be surprised.
Most importantly, enjoy the experience... it will give you memories you’ll treasure forever!

Tuesday, 11 October 2011

Breast Awareness Month

Boobs, bosoms, breasts, however you prefer to refer to them, they define our shape, play a role in our sexuality and nurture our children. 

October's Breast Awareness Month is run by Breast Cancer Care and aims to raise vital funds for its services and spread the breast awareness message.

There is evidence that breastfeeding for more than five months in total (one or more babies) can reduce a women’s risk of breast cancer, compared to women who do not breastfeed.  It also shows that the longer a women breastfeeds, the greater the protection.

There are other ways of decreasing your risk of developing breast cancer, such as maintaining a healthy weight and staying within the recommended guidelines for drinking alcohol. Whilst most cases of breast cancer (81%) appear in women over the age of 50, there are no guarantees and it can hit any woman at any stage of her life, so it’s important to stay breast aware and to know what’s normal for your breasts.
There’s no right or wrong way to check your breasts. Try to get used to looking at and feeling your breasts regularly. You can do this in the bath or shower, when you use body lotion, or when you get dressed. There’s really no need to change your everyday routine. Just decide what you are comfortable with and what suits you best.
Remember to check all parts of your breast, your armpits and up to your collarbone.
The breast awareness 5-point code
1.       You should know what is normal for you.
2.       Know what changes to look for – changes in size or shape, an inverted nipple, pain in your breast or armpit, a pain in your armpit, a lump that feels different to the breast tissue, a rash on the skin or / on the nipple and discharge from one or both nipples.
3.       Look and feel.
4.       Tell your GP about any changes straight away.
5.       Go for breast screening when invited.

For further information visit