About the Founder

Founded in mid 2022 by designer Alicia Herbert. 

Dear Mumma is a women's maternity brand that reimagines maternity clothing. Featuring wearable classic styles designed to be worn when becoming the best version of you. Dear Mumma are your go-to pieces during trimesters 1-4 and beyond, with a considered focus on function and design through elevated, on-trend and thoughtful staples.

Alicia brings almost two decades of experience in the New Zealand fashion industry specialising in offshore production and buying.

Creating her own brand was always something she had aspired to do, then after the birth of her son in 2020 she saw an opportunity in the maternity fashion space. 

Dear Mumma launches its first collection in October 2022 with a sleepwear range. Alicia has plans to broaden the range into other product areas in 2023.