Seraphine News Archives

Meet the New Maternity Store on Madison Avenue, New York

Here at Seraphine we are delighted to introduce our brand new maternity store at 1321 Madison Avenue, NYC!

New York is the fashion capital of the US, and Madison Avenue is one of the most stylish shopping streets in the city; so the brand new Seraphine maternity store is perfectly located. With high profile designers and luxury department store Barney’s just a little way on up the street, Seraphine slots right in among high-end children’s and babywear designers Bon Point, Baby CZ and Magic Windows – making the Madison Avenue store the perfect destination for a little pre-baby shopping spree in the big apple.

The latest addition to the Seraphine family joins our flagship US store on West Broadway in SoHo, bringing our stylish Seraphine maternity clothes to the fashionable moms of the Upper East Side.

A must visit maternity fashion destination; the Madison Avenue maternity store offers a great selection of our stylish maternity clothes. Whether you’re shopping for summer maternity dresses, smart work wear, comfy nursing clothes or the perfect pair of maternity jeans, you’re sure to find something fabulous at the new Seraphine store.

Take the Grand Tour Now!

Though if New York is a little far to go for shopping, why not try one of our 3 London stores or our brand new boutique in the Victoria Quarter in Leeds! Our team of expert maternity advisers will be on hand to help, offering tips on anything from fit & fabrics to fashion & styling.

We can’t wait to welcome you in store soon!

Join us for Exclusive Offers & Prizes at the Marylebone Summer Fayre

Calling all London mamas: Join us at the Marylebone Maternity Store for an exclusive shopping event!

Here at Seraphine, we are gearing up for the annual Marylebone Summer Fayre on Sunday 19^th of June, where we’ll be joining in the fun with special offers, sweet treats and an exclusive prize draw…

A photo posted by 장작가 | 유럽감성스냅 (@jjangsu85) on Jul 16, 2015 at 8:29pm PDT

Offers & Prizes

All day we’re offering £20 off maternity and nursing clothes when you spend over £100 in store – so pop in and treat yourself to a few guilt-free new maternity dresses!

AND every customer in store will have the chance to enter our grand prize draw to win an exclusive pregnancy photoshoot with Imagethirst Photography – the official photographers of the Portland Maternity Hospital! The prize includes:

A personalised photo shoot (valued at £250)
24” x 24” canvas print (valued at £350)

And if that wasn’t reason enough to pay a visit, we’ll also be offering some complementary sweet treats courtesy of the wonderful people at Gail’s Bakery – hello mini raspberry financiers and chocolate pistachio bites!

A photo posted by seraphinematernity (@seraphinematernity) on Sep 3, 2014 at 6:55am PDT

It’s set to be a fantastic day out, complete with live music, children’s activities and special offers from local brands including Aspinal of London, Kusmi Tea and even complementary hand massages at Neal’s Yard. As well as high end market stalls, and a mouth-watering selection of food and drink options available. It’s a traditional village fete with all the advantages of a central London location and the participation of some of the city’s finest retailers and restaurants – what could be better!

Looking forward to seeing you there!

Terms & Conditions

£20 off when you spend over £100 at the Marylebone Seraphine store only. Valid for a single use between the 13th and 19th of June. A winner will be randomly selected & contacted on Monday 20th June. A purchase at the Marylebone store between Monday 13th and Sunday 19th of June is necessary to qualify for entry into the raffle.

Seraphine in NYC: Meeting Fortune Magazine & Vanity Fair

The city that never sleeps lived up to its name this week, as Seraphine founder Cecile traveled to New York for interviews, photo shoots and styling sessions, ahead of the opening of our brand new Seraphine maternity store on Madison Avenue!

The fashionable mums of New York have fallen head over heels for our flagship US store on West Broadway in New York, so now we are bringing our stylish Seraphine maternity clothes to the Upper East Side. We are proud to announce that the Madison Avenue Maternity Store is coming soon!

With growing business, Seraphine’s recent win at the Queen’s Awards for Enterprise, and an impressive celebrity following; journalists are always keen to sit down with Cecile to find out exactly what it takes to run & grow a successful international business. While in New York, Cecile shared some of the secrets to Seraphine’s success in an exclusive interview with Fortune magazine, the prestigious business publication behind the annual Fortune 500 list.

But it wasn’t all work and no play on this trip; Cecile was delighted to meet Vanity Fair editor Katherine Goldstein, who popped into our New York store. Katherine was looking for some fashion forward maternity clothes to wear into the office, and came in for a personal styling session with Cecile. She loved the smart casual work outfit Cecile put together for her, styling our Polka Dot Cropped Maternity Trousers with the White Flutter Sleeve Maternity Blouse & finishing off the look with a smart blazer and a stylish pair of ShoeTherapy Black Loafers.

Watch Cecile’s Interview with Fortune Magazine

If New York is a little far to go for maternity fashion, why not try one of our London boutiques, or pay a visit to our brand new Leeds maternity store!

Introducing the Leeds Maternity Store in the Historic Victoria Quarter

Here at Seraphine we are delighted to introduce our brand new maternity store in Leeds.

Set in the glamorous gilded surroundings of Leeds’ Victoria Quarter, our newest maternity store is located at 10 / 12 Cross Arcade, slotting in alongside other high end retailers including Reiss, Bravado, Sweaty Betty, Space NK and Harvey Nichols – they don’t call it the Knightsbridge of the North for nothing!

The latest addition to the Seraphine family joins our 3 London boutiques & our flagship New York maternity store, bringing stylish Seraphine maternity clothes to the North.

A must visit maternity fashion destination; the Leeds store offers a wide range of Seraphine maternity clothes. Whether you’re after stunning maternity dresses, smart work wear, comfy nursing clothes or the perfect pair of maternity jeans, you’re sure to find something fabulous at the Leeds store.

If you’re in the area, pay us a visit & our team of expert maternity advisers, headed up by store manager Sophie, will be on hand to help, offering tips on anything from fit & fabrics to fashion & styling.

We are delighted to become a part of this historic shopping haven, and can’t wait to welcome you in store soon.

We are honoured to have won The Queen’s Award for Enterprise!

Here at Seraphine we are proud to have won the Queen’s Award for Enterprise in the category of International Trade. The Queen’s Awards, celebrating their 50^th anniversary this year, is the highest accolade for businesses in the UK, and we are delighted to have been recognised with such a prestigious prize.

This award comes in recognition of our outstanding international business growth over the past three years. We are proud to ship our maternity clothes internationally to over 30 countries, and to work with distributors worldwide including Nordstrom & A Pea in the Pod. We opened the doors to our flagship US maternity store in New York last year, and have exciting plans for more on the horizon… watch this space.

The winners of the Queen’s Awards are chosen by Her Majesty The Queen herself, based on recommendations from the Prime Minister’s Advisory Committee, as well as a panel of industry experts, so it’s a great privilege to be chosen.

Seraphine founder Cecile said:

“It is a huge honour to receive this award and a tribute to how Britain nurtures and encourages entrepreneurship and international trade. I was born and raised in France, but the United Kingdom is where I chose to build my business because it’s the European country that has the most international outlook and a unique open minded business culture.“

This has been an incredible year for us here at Seraphine; back in December Richard Branson named us as the ones to watch in the Sunday Times Fast Track 100 list, and we won the Paypal award for the Best Multi Channel Retailer.

Of course we couldn’t have done any of this without the support of our wonderful pregnant customers, both at home & overseas over the past 12 years.

So this award is dedicated to you and celebrates the wonderful journey of pregnancy!

We’ve Moved! Seraphine’s New Head Office in London’s West End

We’ve moved! As of last week, Seraphine has upped sticks and headed for the bright lights of London’s West End!

Our new head office & design studio on Berners Street in Fitzrovia W1 puts us right at the heart of one of the most vibrant fashion districts on the planet. Situated just off Oxford Street – London’s very own shopping Mecca – we are now part of an incredibly fashionable neighbourhood including Guess? Lipsy & Arcadia Group – the fashion giant in charge of Top Shop, Top Man, Miss Selfridge & Wallis to name but a few!

We’ve already been busy scoping out the best places for a luxury lunch break…

Seraphine is growing faster than ever, and our bright, airy new office offers plenty of space for our rapidly expanding team. We have some seriously exciting things in store for the future, and this office move marks the start of a whole new chapter of the Seraphine story. But don’t worry – you’ll still be able to shop the same stylish maternity clothes as before, just with a few more fashionable new locations to choose from…. Watch this space!

Behind the Seams at Seraphine: A Sneak Peak at Our Design Process

Here at Seraphine, all of our maternity clothes are designed in-house at our London studio. Our talented team of designers and tailors see the entire process through from start to finish, ensuring care & attention at every stage.

This week we are offering you a sneaky look behind the seams at the Seraphine design process!

It all starts with a beautiful idea, captured on paper. At this stage of the process, our designers put pencil to paper and visualise the maternity garments they want to create, from fabrics and fit, right down to the most delicate detailing.

When creating new designs for our LUXE Collection, we work with the finest silks and lace. It’s at this stage that the designers start to develop the design from a two dimensional drawing, into an actual garment that moves, drapes and flows. This is the time when the designers get to have fun with the fabrics, experimenting with the pattern to achieve a perfectly flattering drape.

Once the designers are happy with the drape and the pattern, they’ll make a mock-up also known as a toile, to see how it all translates into an actual garment. This is a really exciting stage, as the maternity dress begins to take shape.

Now the mocked up maternity gown is ready to be tried on for the first time! It’s at this stage that we bring in fit models to see how the dress works on a real pregnant woman. The designers look to see how the garment fits, drapes & moves, and ask for feedback from the model; then make any necessary amendments to the pattern.

A real labour of love; the finished garment goes into production and is ready to be worn! A beautiful option for your next glamorous occasion, direct from the Seraphine design team, to you.

Get a Head Start on Spring – Order your SS15 Brochure Now

The Seraphine spring summer collection has landed, and now is the perfect time to explore the new styles and get a head start on the season – Order your free SS15 brochure now!

Dominated by vibrant colours and original prints; the new collection is designed to showcase your pregnant curves in a truly fashion forward way. You’ll find maternity clothes in seaside shades, classic Breton stripes, bold geo prints and flashes of bright neon. We’ve added to our award winning maternity jeans collection, introduced an essential new range of printed wrap dresses, and we think you’ll fall in love with our new printed maternity trousers.

Watch the video for a sneak peak at SS15

The French Cote d’Azur provided a gorgeous backdrop for our photo shoot, and the perfect location to showcase our French chic inspired maternity clothes.

Seraphine founder Cecile Reinaud says:

“Our collections are growing year on year, and this season offers women more choice than ever for a stylish pregnancy. There are plenty of new and fashionable pieces coming through for spring and summer – this collection offers something for everyone.”

Discover the full collection – Order your free copy of the Seraphine SS15 brochure now!

Competition: Choose the Cover of our SS15 Catalogue & Win £200!

*Competition now closed*

It’s competition time mamas! Our SS15 catalogue is almost ready to print. We’re just missing one kind of vital thing… The front cover!

We’ve selected two fashionable front-page-worthy dresses, and now we just need you to tell us which one you like best.

Maya is a stunning summer maternity dress in a chic Aztec print. It features stylish keyhole detailing to the neckline, and a flattering front twist to highlight the empire waist.

Tanya is an equally gorgeous maternity wrap dress in a mosaic inspired purple print. The wrap style offers a flexible fit, with long sash ties to define your shape.

Let us know which stylish Seraphine maternity dress gets your vote, and you could win the dress, along with £200 to spend at Seraphine!

To enter, follow these simple steps:

Visit our Facebook page
Watch the competition video
Like the video
leave a comment on the video to let us know your vote

Once we have a winner, one lucky mama who backed the winning dress will be randomly selected to win the dress as well as £200 to spend at Seraphine!

So what are you waiting for?… Get voting and help us choose the cover!

Best of luck.

*Competition now closed*

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Sunday Times Fast Track 100 – Seraphine are the Ones to Watch!

Have you heard the news?… Seraphine are the ones to watch!

This week, The Sunday Times published the Fast Track 100 list of the fastest growing private companies in the UK, and named Seraphine as the Ones to Watch.

With our new flagship US store just opened in New York, our recent win at the PayPal etail awards, and growing international media attention, the future is looking bright at Seraphine!

Started by Sir Richard Branson in 1997, the annual Fast Track 100 league table has become the definitive barometer of private company growth in the UK, and we are delighted to have been chosen to feature in the ones to watch section as one of the companies tipped for future success.

Of course Sir Richard isn’t the only member of the Branson family to rate Seraphine highly – his daughter Holly got there first! Expecting twins early next year, Holly Branson loves Seraphine maternity clothes, and has worn plenty of our styles throughout her pregnancy. She has been a particular fan of our cosy maternity knitwear, wearing our Black Roll Neck Knitted Maternity Jumper, and our Lamb’s Wool & Cashmere Leatherette Nursing Jumper. She also loved our Striped Maternity & Nursing Top, and looked fantastic in our Black Knitted Maternity Cape, styling out a gigantic set of virtual reality headgear!

This year we were one of only a handful of fashion labels to make the cut, and are delighted to be flying the flag for British fashion alongside Victoria Beckham, Missguided and Mint Velvet – a glamorous line-up if ever there was one!

We are proud to have joined the ranks of successful British companies including Net-a-Porter, Innocent, Carphone Warehouse and Hunter Boots, all of which have been featured on this list in the past and have continued on to achieve ever growing success.

Watch this space!

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News From New York: Regal Seraphine Style in the City

This week the Duke and Duchess of Cambridge paid a royal visit to New York City, and we were delighted to see the Duchess wearing Seraphine.

New York welcomed the royal couple by lighting up the iconic Empire State Building in red white and blue, and The Duchess greeted New York wearing our Seraphine Marina Maternity Coat. Made in a luxurious wool tweed bouclé, the elegant purple coat was popular with the fashion press and the public alike, and is currently out of stock.

Then on Tuesday The Duchess attended the Creativity is GREAT reception at New York’s NeueHouse, wearing the Seraphine Black Roll Neck Vanessa Dress. The reception was held to celebrate the wealth of British talent in the film, fashion, art and music industries based in NYC; an interest shared by both the Duke & Duchess, having met studying history of art at St Andrews. The Duchess teamed the dress with a stunning hooped Cartier necklace and a graceful curled ponytail, achieving a classic, elegant look. The Black Roll Neck Vanessa Dress worn by The Duchess is currently available for pre-order, and is set to arrive in early January.

New York is one of the true fashion capitals of the world, and there’s no doubt that it’s the place to be right now. We are delighted to have become a part of this stylish city, with our brand new Seraphine maternity store just opened on West Broadway – New York mums have never had it so good when it comes to maternity fashion inspiration.

Photo credit:

EPA/CHRISTOPHER WAHL / POOL

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Celebrations at Seraphine’s Flagship New York Launch Party

Last week we celebrated the opening of our flagship New York boutique with a glamorous store launch party!

Indulging in champagne, mocktails, delicious blended Kusmi tea and adorable mini cupcakes from Baked by Melissa; guests took the opportunity to explore the new store, browse our latest maternity collections, and chat with Seraphine founder Cecile Reinaud.

We were delighted to welcome a truly glamorous crowd to the event, including several stylish New York mamas, as well as some of the lovely ladies & gents of the press representing publications including People.com and NewYorkFamily.

We also welcomed special celebrity guest – Broadway star and proud new mama Megan Hilty, who looked stunning in our Plum Lace Maternity Cocktail Dress, just two months after giving birth to her daughter Viola Philomena! Megan has been a huge Seraphine fan throughout her pregnancy, wearing the blue version of the lace cocktail dress to perform at the National Memorial Day concert. She loved the new Seraphine boutique saying:

“The store looks amazing! It’s so great to have you guys here in the US!”

The new location at 464 West Broadway in New York is our flagship US store, and our largest ever boutique with over 1,700 sq ft dedicated to stylish maternity fashion. With wonderful high ceilings, this spacious store is glamorously appointed with chic European furnishings and a beautiful crystal chandelier: An exciting new fashion destination for the stylish mums of New York and the perfect setting for our launch party.

Megan was one of the first to test out our beautiful pop-up photography area, organised by Lexi & Jacqueline at The Lavish Living Room, who were there on the night to capture all the glitz and glamour of the evening.

The new store is located right in the heart of the stylish SoHo district – a favourite shopping hub and celebrity hotspot that’s perfect for a glamorous pre-baby shopping spree. So if you’re planning a babymoon city break to New York, the Seraphine boutique is an essential fashion destination!

All images by Jacqueline at Injoy Imagery

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