Forget ‘pregnancy brain’! Christine Kininmonth turned her maternity dilemma into a highly successful business, launching Australia’s most iconic pregnancy staple ever, the BellyBelt. Here’s what you can learn from the original Mumpreneur…
Gone are the days where motherhood meant your career was over. More and more women are using their pregnancy and early mummy-hood to launch their own business. Christine Kininmonth is the original Mumpreneur – a pioneer of her time when, in 1998 she launched what is today Australia’s most iconic maternity accessory, the BellyBelt. Christine’s idea was a practical, affordable style fix for pregnant women struggling to fit into their clothes – the BellyBelt is a simple maternity accessory that allows women to wear their pre-preg jeans, pants and skirts throughout their pregnancy, without exposing their knickers or belly!
The BellyBelt is now sold in 25 countries around the world and Christine’s business, Fertile Mind is the go-to for maternity accessories and fashion, baby carriers, breastfeeding and more. Here’s the truly inspiring and incredible story behind the mother of all inventions, Aussie gal Christine Kininmonth…
Who: Christine Kininmonth
The Business: Christine is the inventor of BellyBelt and founder of Fertile Mind, a small business based on Sydney’s Northern Beaches.
“My company distributes, wholesales, imports and exports branded maternity accessories BellyBelt, Bando, Superbra and SoftTights (to name a few), as well as the Manduca Baby Carrier, hug-a-bub baby wrap carrier and the Milkbar breastfeeding pillow. I have a business partner Peter Hooker, am married to Michael Jessett and have four daughters. My youngest daughter has confused the situation, certain that there’s another husband in the picture!”
Christine with her daughters.
Life before Fertile Mind:
“I’m a former newspaper journalist turned TV newsreader, and was, for 7 years, a panellist on ABC TV’s New Inventors program.”
The Birth of Fertile Mind:
“My company has grown organically from a part-time garage ‘hobby’ into a worldwide business with some sweet spots of success. I’ve brought up four children and enjoyed a varied media career. If anything, my expertise is a depth of knowledge that comes from being an enthusiastic inventor, to tired mother, to frightened manager, to assured businesswoman. In short, the school of hard knocks method. I have skills in positivity, creativity, branding, writing, broadcast, public speaking, business ownership, business partnership, marketing and mumpreneurship.”
Then and Now! Christine and business partner, Peter, in the early days promoting the BellyBelt at an expo and now (r), Fertile Mind products at an international trade show (UK).
Where it all began…The BellyBelt® Combo, $24.95, by Fertile Mind contains two Button Up BellyBelts® in different sizes (3 settings), two Slide BellyBelts® in different sizes (two settings), three polyester/cotton panels (denim, black and white) – shaped for minimal bunching. All colours are in the one kit to coordinate with your wardrobe.
What was the impetus behind the BellyBelt?
“I was a newsreader and pregnant with my eldest daughter (now doing her HSC!). Maternity wear comprised cute items like a pale blue suit with clouds appliqued all over it. It’s so hard to imagine now, with all the brilliant fashion around, but I wasn’t having any of it! I adapted my own clothes with what was to become the first prototype of a belly belt.”
From Conception to Invention…
“It was pre-Google, so all my research was in libraries and by trawling through the phone book. I also talked endlessly to anyone who could help me, so I found a manufacturer through my hairdresser, a business partner when selling my car and a business plan by marching into Ernst and Young and asking for help. Peter and I found stockists by exhibiting at trade shows and door knocking. We also tried something very avant-garde – an online seller – completely unheard of back then.”
Big wins?
“One of the most exciting moments was landing David Jones! I was waiting for the first order… 2000? 5000? Actually, they were very cautious and ordered 12 products. Still, they quickly ordered 12 more and another 12, and off we went!
Bras N Things were another big stockist. Peter and I actually forgot all the BellyBelts and I had to do the whole sales presentation with a little crumb-covered BellyBelt fished from the bottom of my handbag!”
Growing the business…
“We were very early exporters, paying Australian Government’s Austrade to help us find suitable candidates. We also brought out new products to maximise the benefit of our very good distribution network. Bando maternity band was an early addition, and we added Superbra and SoftTights soon after. The maternity accessories range now comprises around 10 items. Our website was very simple to begin with, but we knew the mood of the market demanded online information. It’s also been a great testing ground for new products.”
SoftTights Microfibre Footless Maternity Tight, $24.95, Superbra, $24.95, and Bando, $24.99.
Measuring success!
“Fertile Mind has a staff of 10 and is one of Australia’s best known maternity accessories and baby carrier companies. Fertile Mind’s products are sold throughout Australia in David Jones, Toys R Us, Baby Bunting, Bubs, Big W, Target and Baby Kingdom stores, as well as hundreds of independent eco and baby shops and websites.”
BellyBelt and some other accessories such as SoftTights are sold in thousands of stores throughout 25 countries, including Macy’s and the big Destination Maternity chain in the U.S. and Mothercare in UK.”
Christine (far right) and the Fertile Mind team including business partner Peter Hooker (second from left).
How has Fertile Mind expanded in business & philosophy?
“I’m passionate about Babywearing education, to ensure parents carry their babies in slings and carriers correctly and safely. I am also Australia’s member on the board of the Baby Carrier Industry. Fertile Mind is at the forefront of moves to create the new Australian career of ‘babywearing consultants’ so popular in Europe, the U.S. and U.K. My company has brought out from Germany a world expert in baby carrier and sling training to upskill our own homegrown Australian consultants.
We’ve facilitated the training of over 30 consultants, seven of whom are health and medical professionals. This, the work by the Queensland Office of Product Safety, and the growing network of sling libraries, are helping to prevent the very rare but tragic sling deaths. Other passions include a thirst for more knowledge on being a better, more productive and thoroughly engaged team member and business owner.”
Babywearing classes made fun! Christine with Babywearing expert Ulrike Hoewer from Germany, Fertile Mind staffer Dallas Gentilcore and Fertile Mind’s graphic designer Michelle Burns (in the background).
Million dollar idea: from conception to invention The BellyBelt
“It was pre-Google, so all my research was in libraries and by trawling through the phone book. I also talked endlessly to anyone who could help me, so I found a manufacturer through my hairdresser, a business partner when selling my car and a business plan by marching into Ernst and Young and asking for help. Peter and I found stockists by exhibiting at trade shows and door knocking. We also tried something very avant-garde – an online seller – completely unheard of back then.”
The hug-a-bub® Lightweight Wrap Carrier (Organic), $89.95, is cooler and ideal for newborns. Perfect bonding wrap for use up to about 8 months or 10kg.
Elmo and the Cookie Monster ensure Christine has fun while demonstrating correct baby carrying position.
Manduca Baby Carrier Black, $169.95, is carries baby in the “M position” – best for baby’s comfort and development, is endorsed by the Australian Breastfeeding Association and has many physiological benefits for mum and bub.
Business and a babies: how did you cope?/juggling the family?
“I’ve had four babies while working in TV as well as building up a business, so I feel I can bore you to death on this topic. Coping is not the same as sailing through unscathed. So yes, I’ve coped, but I’d like to have done some things better.
Good childcare is costly but I’ve tried cheap(er) childcare and it can come back to bite you (did I tell you about the dieting au pair who was swaying as I left for work?). I’ve tried all the combinations, and working three days is ideal to keep the house humming.
Girlfriends should be dipped in gold and put on pedestals. I have always leaned very heavily on mine and they never make me feel guilty.”
Any tips for budding Mumpreneurs?
“Well, you won’t know if you don’t try! Give it your best shot and leap over those hurdles. Actually, it will feel more like knocking over hurdles at times, but keep pushing through. A lot of money is needed to start up a business, but skimping on establishing a good foundation of patents, trademarks, business advice and equipment may be more costly later.”
What’s next?
“Fertile Mind has just launched a new seamless nursing bra under the SuperBra brand, and SoftLeggings to complement our range of tights. We are also expanding our range of baby carriers and Milkbar Nursing Pillows. It’s going to be busy leading up to 2015.”
Super Sleep Bra by Fertile Mind, $39.95, the softest maternity bra that offers ample breastfeeding support. Available in Black and White.
BellyBra for Maternity Back Pain Support, $59.95, is the most effective maternity support and clinically proven to provide relief from back pain in pregnancy.
Milkbar® Portable Nursing Pillow, $69.95
Biggest lessons you’ve learned along the way?
- “Focus is very hard over the long-term.
- Cash is easy to spend and hard to come by.
- Success means you need more cash (you don’t get to retire to the Bahamas on the profit).
- Growth is better if you’ve planned for it.
- Being a good leader and business owner takes effort and practise. Get help to get better.”
To see the range, visit www.fertilemind.com.au
Have you tried Fertile Mind’s maternity wear essentials? Tell us in the comments below!
