Soons Story Skip to content

Soons Story

2017 presents a couple of milestones for Soon Maternity… with the Soon brand turning 12, and our South Yarra boutique Soon Store turning 1!

In light of the birthday celebrations, we thought we’d share an insight in to the Soon story… from humble beginnings to exciting future prospects, depicting how a few passionate young women considering childbirth created a successful busniess to serve their community.

Our founders came from backgrounds in high-fashion and sales respectively, who as young women considering children, noticed a gap in the maternity market. From here was born the idea behind Soon, which has always been to offer a fashionable alternative to your generic maternity wears, that allows women to maintain their personal style.

Soon started out as a wholesale business, where the two founders put their heart and soul into the company; working tirelessly to introduce the Soon brand into the Australian market. They would singlehandedly pick and pack orders but always managed to make time for a laugh and a glass of wine at the end of the day! All that hard work has paid off for the Soon Maternity brand as we established ourselves in the local market, and soon (pun intended!) became loved by mums all throughout Australia.

Soon launched our website in 2008, enabling our business to grow even faster and allowing us to start considering a physical retail space and a more personalised experience for our Soon mums. After many years hard work and planning, we opened our first Melbourne flagship store in 2013 along-side the other reputable high-fashion brands of Hawksburn Village.

Our current Director, Miso, had been working as Soon Maternity’s head designer for four years and was pregnant with her first child when the offer came in 2014 to take over the business. With a deep understanding of the integral design and fit that goes into maternity clothing and a strong connection with the Soon Maternity customer, Miso started building the Soon that you all know and love today.

Since taking over, Miso has launched our new boutique in South Yarra which has just turned one year old! This has been a wonderful step in furthering our relationship with you, the Soon customer.

Miso and other members of the design team can often be found working out of the store at 483 Malvern Rd and are regularly available for style advice and fitting sessions. We love working closely with our customers and listening to their needs… which allows us to keep on top of our game. We are constantly striving to deliver modern and desirable maternity clothing that will carry your persnal style throughout pregnancy. We have our lovely customers to thank for our endless inspiration!

We’ve recently begun expanding our relationships internationally and have some very exciting news ahead for 2017. We cannot wait to share this next step of the journey with you. It’s has been a fantastic 12 years and we thank you all of your love and support!

Your cart is empty