It was the heartbreak of multiple miscarriages that led Anurita De to quit her job at the Bank of England and become a maternity wear designer.
The Hampstead resident founded online boutique fashion brand Rainbow in My Jar three months ago which has already won the endorsement of pregnant local MP Tulip Siddiq.
“I was pregnant and had bought some clothes but unfortunately had a miscarriage, which was very distressing,” says the 36-year-old, who moved to the UK from her native India six years ago to study at Oxford University.
“I had spent money on clothes which I could no longer wear and I had the idea to make stuff you could wear after maternity. You don’t shed the weight immediately, and instead of discarding your clothes or giving them away I wanted to make things people could keep. The designs come with a belt and you can wear them after.”
Anurita, works with a technical designer who helps make her ideas a reality. She wanted to launch a collection that was more vibrant than the usual fashion for pregnant women.
“When I was shopping it was all greys and blacks. I wanted a greater variety of colour and bolder patterns – the kind I’d usually wear when I am not pregnant. We use good quality material, silk, satin and skin-friendly natural fibres.”
The project has helped lift her out of her gloom after three miscarriages in three years.
“It’s been disappointing and depressing. I had a feeling I had failed and I was no longer able to enjoy my job. I wanted to do something more creative that would engage me. It started just as a whim to get me out of my depression but I have begun to feel more confident about everything.”
Anurita realises it might seem an odd business for someone in her position to launch.
“Sometimes I wonder why it’s not got me down – I meet so many pregnant women all the time but I find it interesting to try to understand what they need. All bodies react differently to pregnancy, having been through the pregnancy grind myself I know it can make you feel less attractive than before. Some feel their body is out of shape and it’s lovely to see how people feel brighter, happier and more confident when they are wearing nice clothes. I really feel great that people like the clothes and feel good in them”
One fan is Hampstead and Kilburn MP Tulip Siddiq, due to give birth next month.
“I emailed her about what I was doing and met her at one of her surgeries. She really liked one of our dresses – I wasn’t allowed to give it to her – but she bought it.”
Anurita still hopes to become a mum herself one day but says at the moment she’s feeling too raw to think about the future. And in the meantime she’s got a new business to run.
“It’s very recent, I’m still recovering. I don’t know how emotionally ready I am for the medication, injections and treatment. At the moment I’ve reached the point where I’ve decided to live my life and just try to do things that interest me.”
Items range from £35-£120 Rainbowinmyjar.com
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