For Florence Tay, Lovemère starts with a very personal part of motherhood: breastfeeding.

Like many mothers, Florence experienced the changes that come with having a baby and adjusting to breastfeeding. One of the challenges she noticed was finding nursing wear that felt supportive and comfortable without feeling too clinical.

It was a practical problem, but it stayed with her. Instead of simply accepting that this was how nursing wear had to be, Florence began thinking about what could be done differently.

That experience became the inspiration behind Lovemère, a Singapore-based maternity and nursing wear brand that today is trusted by more than 45,000 mums across Asia.

When Breastfeeding Changes the Way You Dress

Breastfeeding can change the way a mother thinks about clothing.

Before having a baby, a bra may simply be something that needs to fit comfortably. Once breastfeeding becomes part of everyday life, there are other things to think about. Feeding needs to be easier. Support becomes more important. And a mother’s body can continue to change during this period.

A nursing bra, for example, needs to work around all of this. It is something a mother may wear for hours at a time, often while dealing with a completely new routine.

For Florence, the issue was not just about whether nursing wear was functional. She wanted something that felt supportive without making her feel like comfort and personal style had to be left behind.

That experience made her look more closely at what mothers actually need from the clothes they wear during pregnancy and breastfeeding.

A Personal Experience Becomes the Start of Lovemère

Lovemère comes from Florence’s own breastfeeding journey.

Her experience showed her that some of the everyday challenges mothers face can easily be overlooked. When a mother is already adapting to a new routine, even something as simple as getting dressed or feeding her baby can become surprisingly difficult if the clothes she has do not work well for her.

Florence began thinking about maternity and nursing wear from that perspective.

The question was not simply, “What should a nursing product look like?” It was more about, “What does a mother actually need when she is using it every day?”

That way of thinking continues to shape Lovemère today. The brand focuses on maternity and nursing wear designed around the practical realities of pregnancy, breastfeeding and postpartum life, while also recognising that mothers still want to feel comfortable and like themselves.

Listening to Other Mums

Florence’s own experience gives Lovemère its starting point, but it is not the whole story.

As she continues to build the brand, listening to other mothers provides another perspective. No two breastfeeding journeys are exactly the same. What feels important to one mother may be completely different for another.

Some mothers may care most about support. Others may look for softer fabrics, flexibility or easier access for feeding. There are also mothers balancing breastfeeding with work, travel, pumping and the many other parts of everyday life.

A nursing bra may seem like a small part of that picture, but these details matter when a mother is dealing with them every day.

This is why understanding mothers cannot simply come from looking at a product from the outside. It comes from listening to the women who actually use it.

For Florence, those conversations help keep the focus on the realities of motherhood rather than assumptions about what mothers need.

What Building Lovemère Teaches Florence

With more than 45,000 mums across Asia trusting Lovemère, Florence now has a much wider community to learn from than she did when her own breastfeeding journey inspired the brand.

One thing that becomes clear is how different motherhood can look from one family to another.

There is no single version of the postpartum experience. Some mothers find certain parts of breastfeeding difficult. Others struggle more with body changes, confidence or simply finding the time to look after themselves while caring for a baby.

These experiences may be different, but they often come back to the same need: mothers want to feel understood.

For Florence, building Lovemère means paying attention to those experiences and thinking about how maternity and nursing wear can fit more naturally into real life.

Postpartum Is About the Mother Too

The early months with a baby tend to revolve around the baby. There are endless conversations about feeding, sleeping and development.

The mother can sometimes become an afterthought.

Yet she is going through her own major transition. Her body is changing, her daily routine looks different and she is learning how to balance the needs of her baby with her own.

This is something Florence’s journey with Lovemère has brought into focus. Clothing cannot solve every challenge that comes with postpartum life, but it can remove some of the small frustrations that mothers deal with every day.

Being able to feed comfortably, find something that fits and feel good in what you are wearing can make a difference.

For Florence, that is part of what makes maternity and nursing wear worth thinking about beyond its basic function.

From Mum to Founder

Florence’s journey from mum to founder does not begin with a traditional business story. It begins with a personal experience.

She experienced the practical challenges of breastfeeding herself, noticed that something was missing from the nursing wear available to her, and began thinking about how things could be better for mothers.

That experience continues to influence how she looks at Lovemère today.

The brand is now trusted by more than 45,000 mums across Asia, but the connection to its original purpose remains clear: understanding what mothers go through and creating maternity and nursing wear around their real needs.

What started with Florence’s experience of breastfeeding has grown into something much bigger. Her journey shows how an everyday challenge during motherhood can become the beginning of a business, and how listening to other mums can continue to shape that business long after the original idea begins.

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