Inspiring us this week is Ariane Goldman, mother of two and founder of HATCH Collection. 

How was the HATCH Collection born?

I was newly pregnant in 2010 and frustrated by the lack of stylish clothing options in the maternity market. Following the birth of my daughter Charlie, I launched HATCH to serve as a trusted resource for women who want to feel beauty, confidence, and style during one of life’s most rewarding (yet also most challenging) periods. When I was pregnant there was no one speaking to me, so I wanted to start the conversation. Today, the conversation is so much bigger. We’ve built a community of women who not only want to invest in pieces for themselves, but ask questions, meet each other, and learn about products that are good for them and that can nourish them in this moment. 

How has the HATCH Collection company grown since conception? 

In order to continue to feed our passions and our babies, we need to take care of our bodies, holistically and intentionally. This gave me the inspiration for HATCH Mama – an edited line of non-toxic beauty products which were made to address the issues so many of us face during pregnancy and postpartum. We launched the line in January 2018 after six years of gaining credibility with our fashion customers. Everything in the line is completely safe and made from the best plant-based ingredients out there.

This past October, we opened our first retail location in NYC which was a true labour of love. Overall, my vision is to make sure HATCH reaches as many women as possible, whether that be online or through physical retail locations. Of course, we’ll always continue to expand the conversation and derive products based on women’s needs.

As a female-focused brand, what are the business rituals or initiatives supporting/celebrating your female staff/families that you are most proud of?

I’m eager to procure a work culture that celebrates women and motherhood. As we grow, it’s easier for me to provide better benefits to my employees that reflect my and the brand’s morals. It is quite hard, at the beginning at a startup, to be as generous as you’d like to be as there are no pinch hitters to cover for maternity leave, no people to fill in on sick days, etc. I’m so proud that we are moving in the right direction and getting stronger in our values and our benefits.

What advice would you give women performing the great balancing act between parenting and career?

Have more martinis.

“I’m learning lessons every day. I’m learning that being perfect is impossible and that guilt is a constant.”

Please provide your top 3 fashion tips for pregnant women who still want to look stylish.

  1. Pieces with drape offer beautiful design lines as well as room to grow so that you’re not limited by size.
  2. During the first two trimesters, I usually recommend larger shapes that offer ease, then for the third trimester, I see women wanting to tighten up and wear more fitted pieces.
  3. You can look and feel your best despite your body changing and you don’t have to give up your personal style to be your best self! 

What’s the greatest lesson motherhood has taught you?

As a mama, I’m learning lessons every day. I’m learning that being perfect is impossible and that guilt is a constant. I am so overwhelmed with the love, joy, and gratitude and am completely overjoyed when I look into my daughters’ eyes. 

How do you think your children would describe you?

Awesome. Stressed. Loving. Gone a lot. Affectionate.

Do you have any rituals?

I do yoga to breathe and I spin to sweat. Beach walks with podcasts in the summers and trips alone with my husband to have our alone time in the winter.

How do you keep the spark alive with your husband/partner between juggling a business and family life?

We definitely carve out inspiring trips away every couple of months. And we have a very fruitful life with friends that keep us individuals and not just parents.

Is there a golden piece of advice you received on the parenting journey that has resonated with you?

There are two but they’re more about life itself. The first is “Stay High.” The second would be to always have a sense of humour.

What’s your favourite family holiday destination?

Our beach house. Time away from the chaos allows us to breathe and be grateful.

Best beauty secret for busy moms?

Under-eye concealer….(not such a secret).

“I’m eager to procure a work culture that celebrates women and motherhood…I’m so proud that we are moving in the right direction and getting stronger in our values and our benefits.”

Fav style icon or influencer and why?

Eileen Fisher has been a true role model for me on my journey. She’s built a brand based on what women want and evolved the concept from something so simple into something so much more meaningful. What amazes me about Eileen is that her culture and ethics are at the forefront of what she puts out in the world. Style is so much more than clothes… it’s a way of being.

Book recommendation… 

I don’t have time to read books. I watch dumb television to wind me down. 

TED Talk/Podcast recommendation …

My podcast recommendation is that I live and breathe for “How I Built This…”

Finish this sentence: “I hope one day my children will…Forgive me”

Ariane’s latest must-have HATCH Collection items:

The Emma Dress 


The Lizzie Dress

The Cord Overall