From Concept to Comfort: A Conversation with Naomi, Founder of Beyond Nine
Starting a brand that redefines comfort, confidence, and style is no small feat. We caught up with Naomi, the visionary behind Beyond Nine, to learn how she turned a thoughtful idea into a much-loved clothing label known for its effortless pieces designed to fit life’s changing moments.
For those who don’t know please tell us about yourself and your brand Beyond Nine?
I’m Naomi, a mum of three young energetic boys and the founder of Beyond Nine — a womenswear brand on a mission to make feelgood clothing for all stages of womanhood. At Beyond Nine, we believe that confidence and comfort can go hand in hand.
We’re a women-led team that cares about creating clothing that supports our ever changing bodies through every phase of life, empowering us to feel comfortably and confidently ourselves, whether you’re pregnant, postpartum, or simply navigating the everyday.
What sparked the idea for Beyond Nine? Was there a particular moment or experience that made you realise there was a gap in the market for the kind of clothes you wanted to create?
Beyond Nine was born out of pure frustration. During my first two pregnancies, I found myself constantly asking — why is it so hard to find maternity wear I actually want to wear? Everything felt so removed from my style and identity. The clothes were often overdesigned with layers of ruching, flaps, fiddly zips — and made with poor-quality fabrics that didn’t last beyond pregnancy. I remember counting down the days until I could stop wearing them.
Then one day, my mum handed me some of her old jumpsuits from the 80s — pieces she wore when she was pregnant with me and my siblings. They were effortless, timeless and most importantly comfortable. Something just clicked. That moment made me realise that clothes could be designed that would work for pregnancy and far beyond, making women feel like themselves at every stage.
Turning an idea into a brand can be daunting. What were the first steps you took?
To be honest, it’s all about just getting started! It takes a lot of self-determination and belief in what you’re doing to keep moving forward, whatever stage you’re at. The idea that our clothes could make a real difference in people’s everyday lives — especially during such deeply transformative moments — is what drives everything we do.
That said, I was a complete outsider to the fashion world when I started and I hit a lot of dead ends early on. The industry can feel very closed off — it’s often about who you know, and I didn’t have any connections. But what I did have was an incredible pattern cutter who’s been with me from the very beginning. From the first sketches, she helped bring my vision to life and introduced me to the first factory I worked with, who we still work with today.
Design is clearly at the heart of Beyond Nine. How did you approach creating your first pieces?
I launched with just two jumpsuits on pre order, which were inspired by some jumpsuits that my mum lent me - she wore them in the 80s when she was pregnant. So they played a huge role in those early pieces, but honestly, I started by doing the exact opposite of everything I disliked about traditional maternity wear. I stripped it back to what actually feels good to wear — then built from there. I thought about the pieces I naturally reached for in my own wardrobe, the ones that made me feel most like me, and made sure those elements were front and centre in my designs.
So if you're familiar with Beyond Nine, you’ll know I’m a big fan of generous pockets, stretchy waistbands, and bold, confident silhouettes. I’m always asking myself: what makes me feel good in clothes — not just physically comfortable, but emotionally grounded, confident, and like myself? That’s the energy we try to bring into every piece. Because I wanted the clothing to still feel like you, even if your body no longer feels like your own.
The Beyond Nine community is incredibly loyal and engaged. How did you start building that connection with your customers?
From the very beginning, I connected with this amazing, supportive community who just got it — they felt the same frustrations around getting dressed when your body has changed that I did and they quickly became the ultimate cheerleaders for Beyond Nine. That shared experience created a really natural and authentic bond. I wasn’t just offering them clothes; I was helping solve a problem that had been overlooked for too long, and that made the connection feel incredibly genuine from day one.
Their support — whether through encouraging messages, word of mouth, or even the occasional heartfelt letter (yes, we really do get those!) — has played a huge role in Beyond Nine’s growth. Myself and the team have always made it a priority to make our community feel truly seen and heard. That means replying to DMs, taking on feedback, and listening closely to what they want and need. We don’t take their loyalty for granted.
Looking back, what’s one thing you wish you’d known before starting the business?
I think naivety is a super power when it comes to starting a business. Sometimes it’s better not to know about all the things that can go wrong, or just how hard it is going to be. I often think that if I knew what I knew now, I would never have had the guts to start Beyond Nine. The one thing I would say is make sure you understand the numbers, you need to make sure that what you are doing is financially viable.
What advice would you give to someone dreaming of starting their own purpose-driven fashion brand? Any words of encouragement for those just getting started?
Make sure you have a brilliant support network around you, whether that is family, friends or peers - it takes a lot out of you, and you’ll need those people in the moments of self doubt. And if you really believe in your idea, just go for it and give it everything you’ve got!
And finally, are there any exciting projects currently in the pipeline you would love to tell us about?
A big focus for us right now is deepening our connection with our community — expanding into new markets while creating more meaningful ways to engage, both online and in person. We’re especially excited about hosting more real-life moments, like events and collaborations with the inspiring women who’ve helped shape our journey.