 Fee Craig is Founder of mama-la-mode.com  , the ultimate online fashion store for maternity. She works from her office in London which also houses her and her Mother's other company; fashion label & boutique Lotus London.
We had a coffee with Fee to find out what inspired her to set up her own business, dig deep about all about her shopping habits and discover where she likes to shop online.
What inspired you to create Mama La Mode?
It was really from meeting women through Lotus actually. So many pregnant women came in complaining that they had nothing to wear for dinner that night with their husband, on holiday or to a wedding, so we began to buy in styles that would work for maternity as well as anyone else.
 After a bit of research I realised there was nothing online for that kind of market. There's plenty of middle market but for those style conscious women that don’t want to wear high street and want something extra special there really was nothing... Until now!
Not having been pregnant myself I thought the only way to really understand the market would be to throw myself into it. I went to anti natal classes and held seminars with pregnant women just so I could understand exactly what they were after.
What makes your product unique?
I think it’s down to our buying. 60% of the clothes sold on our website are just normal clothes, we just do the hard bit for the customer and try everything on to see what can be worn when pregnant.
We show how it'll look through the different trimesters and how you can wear it even after you’ve had your baby. It’s great because it means women don’t have to lose their identity just because they’re pregnant.
How do you get a good work/life balance?
I don’t! In fact I definitely don’t at the moment. I’m trying to run two companies and I’m getting married in two months. I’m a workaholic by nature though so I sort of thrive on it. I just have a burning ambition to achieve!
What’s your best selling product / label?
 The core essentials really. Jeans, lingerie, leggings and a few good camisoles are always the first things people usually buy and then they come back for more.
How would you characterise your fashion style?
It's quite contrasted really. I’m either really dressed up or really dressed down but I find it hard to do the in between thing. Because I’m always so hectic, I mostly shop online which is actually quite good as a buyer - to practice in your own world I mean.
Where do you buy your denim and why?
We stock all denim brands so I get to try them all. I usually go for dark denim in a straight leg because they look great with heels but are also skinny enough to tuck into boots!
Where do you buy your knitwear and why?
I love Temperley knitwear because it’s quirky and classic at the same time. I also love Paul & Joe for day and Prada if I want something really special.
If you’re buying luxe lingerie where do you head and why?
I’m quite a basics girl when it comes to lingerie. I’m afraid I’d far rather spend the money on an amazing pair of shoes. That said La Perla has some basic yet still pretty and sophisticated ranges that I love.
 Heels or flats and where do you buy them?
Heels! I try to wear flats but I always end up wearing heels. I travel a lot with work so I always pack both but 9 times out of 10 I wear the heels. I have a real soft spot for Christian Louboutins and Jimmy Choos .
In fact when I was in Paris last week I bought the most amazing pair of Christian Louboutin wedges . In the winter I love boots. Any style, shape, heel, colour; you name it I'll have it.
Do you eat organic and live an eco conscious lifestyle?
Yes definitely. At our house in the country we grow everything from artichokes to elephant garlic and I always try and bring up a box of greens for the week in London. We have some amazing 18th century greenhouses where we grow peaches and grapes and we also have organic beef cattle - the plan is to eventually have a farm shop selling all of our produce. One project at a time though!
I love to eat healthily and hate it when I’m travelling with work and can’t eat what I'd like. Having just been at all the fashion weeks where you're tempted by all the delicious food on offer, I'm now practising a strictly organic diet to get into my wedding dress!
Do you ever buy food online?
 I use Ocado for core things and I love Rannoch Smokery for smoked fish and eels. We eat loads of them when we're in Scotland so I thought I‘d found gold when I found a website that sells and delivers them to your door.
What beauty products are currently in your bathroom cabinet?
Natura Bisse for their wonderful whitening creams and for body and bath I'm addicted to Cowshed products.
What’s your signature fragrance
I go for boutiquey fragrances because I don’t like the idea of smelling like everyone else. I always have a bottle of Annik Goutal Eau d’Hadrian on the go and I’ve recently bought a bottle of Tocca Florence which I love.
Which skincare brand do you depend on?
I always have a lip balm of some sort but I go through phases when it comes to brands. At the moment I’m loving Avene .
I also always have some Annik Goutal hand cream and a selection of Natural Magic candles.
 What are your three must-have make up products?
I love Chanel's Extreme Cils Mascara , By Terry for foundations and their Touche Eclat de Teint and Nars for all their eye shadows.
How would you describe the style of your home?
Our country home is very grand and sort of old school but our flat in London is the complete opposite. It’s much more delicate and feminine yet still quite contemporary.
Where do you buy your furniture and home accessories?
I love the antiques market in Paris for individual pieces that you won’t find anywhere else. I could literally spend days there.
When I shop for fashion, I’m always thinking about work and digesting the consumer aspect of it but when it comes to buying for the home, I just get totally carried away so I find this market a sort of escapism. I tend to do fashion in the week and country home making on the weekend.
And finally, where else do you love to indulge?
Figleaves and My Tights ! |
