Epta Maternity: Embracing the journey of motherhood

17 Sept

Epta Maternity Rentals, Primyrose Beauty, and Kade Culture teamed up in Bradford for a beautiful collaboration project. Epta Maternity Rentals and Primyrose Beauty put together a unique photoshoot that featured expecting mothers who had won an online contest on Instagram. This incredible partnership happened because Bespoke by Jules, Doc Photogs, EllieHan Jewellery, QPlugged Hair, Prince Takes Pictures, Wura Vision, Self Identity Hair, and Pugata Jewellery generously supported the project.

This heartwarming collaboration took place at the charming ‘The Park Suite’ venue in Bradford, where we celebrated the magic of motherhood. It was a time when these remarkable mothers came together, sharing their unique experiences and fully embracing the incredible journey of becoming a mother.

Throughout the day, the atmosphere was filled with positive messages and wise words about motherhood, reminding everyone of the extraordinary strength and love that mothers bring into the world. It was a day not just for capturing photos but also for capturing the profound essence of motherhood itself.

What inspired Epta Maternity to host an online competition for mothers-to-be and offer them a free maternity photoshoot? Can you tell us about the inspiration behind this initiative?

Epta Maternity Rentals was established during the lockdown. At that time, and even now, many people—especially women—were facing various crises, either emotional or financial. I gathered with my team of vendor friends and discussed how we wanted to give back. Giving back and providing assistance to someone are values we strongly believe in. We aimed to bring a smile to the face of an expectant mother who might not have been able to afford or even considered having a photoshoot. The primary objective of the photoshoot day is to make mothers feel fabulous and glamorous.

Could you share some insights into the collaborative process during the photoshoot in Bradford? How did working with different photographers and creatives enhance the experience?

I appreciate collaborating with various creatives because I enjoy seeing their interpretation of a vision that I had in mind. The lead makeup artist from Primyrose Beauty and I typically work on themes for months before the shoot day. We discussed the concepts with the competition winner and made adjustments based on the mother’s requests. Afterwards, we contacted our vendor friends to see who would be interested in collaborating on the project. It’s absolutely a labour of love, with volunteers dedicating their time to make the day unique for the competition winners.

Design plays a significant role in maternity wear. How do you make maternity clothes at Epta Maternity unique?

Creating unique maternity clothes at Epta Maternity involves a combination of thoughtful design, comfort, functionality, and style to cater to the specific needs and preferences of expectant mothers. I always strive to craft a versatile and fashion-forward collection that can be mixed and matched to create a variety of outfits for a photoshoot set. Most importantly, however, is ensuring comfort. I make sure to use soft, breathable, and high-quality fabrics that accommodate the changing body of a pregnant woman.

Sola, what has been your most memorable moment or experience in your journey with Epta Maternity and Bridal so far? Something that stands out as particularly special?

Every experience has been exceptionally memorable. From styling the outfits to set design and deciding which team of creatives to collaborate with, I approach each set with the mindset of making mothers feel special and creating lasting, positive memories during their pregnancies—especially those who may have faced unique challenges thus far. My aim is always to curate a one-of-a-kind experience that caters to every mother’s needs while she is on set. The most rewarding moment is when she sees herself through the camera lens after the makeover, and that big, beaming smile appears. Those moments are truly unforgettable for me.

Collaboration and women’s empowerment are among the key themes in your work. Can you elaborate on why collaborating with others, especially women, is crucial for your brand’s mission and growth?

Collaboration is a practical approach to showcase your brand’s commitment to women’s empowerment. By actively engaging with and uplifting women in your industry or community, you demonstrate your dedication to making a positive impact. For this reason, I am a strong advocate for collaboration. It brings together individuals with diverse backgrounds, experiences, and perspectives. When I collaborate with women, I tap into a range of ideas, insights, and approaches that may not be readily available. This diversity of thought generally leads to innovative solutions and strategies for achieving our project goals.