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Our story

Hi, I'm Alice, the founder of Mama Rentals. 

Alice wears a white lace dress

I started planning my own maternity photoshoot when I was about 7 months pregnant. Being someone who is passionate about the environment and striving to live a waste free/minimalist lifestyle, I didn't want to buy new dresses that I would only wear once. I searched second hand and other dress rental websites, but just couldn't find anything that was quite as nice as the gowns I envisaged for my maternity photos. I realised my aesthetics was very specific - I loved flowy, feminine and romantic gowns that look beautiful and flattering on all shapes and sizes, and for all types of backdrops. 

So I had this idea of providing rental maternity gowns for maternity photo sessions, baby showers and other special occasions for pregnant women in Australia, for a fraction of the retail price. I wanted to help expecting mums out there to save money and look incredible, as well as to reduce the amount of textile waste we create as a whole. With this idea in mind, I stumbled across beautiful maternity designer brands such as Fillyboo, Coven and Co who also happen to be sustainable fashion labels. We then slowly start to include other much loved boho luxe brands such as Spell, Reclamation, Hazel and Folk, and so many more. 

In order to make Mama Rentals a zero waste business, I make a conscious effort to using 100% compostable mail satchels, shipping labels and sticky tapes. I ask our customers to kindly send back used satchels to me when they finish their rental, so I can either reuse, recycle or compost them properly. I do this in the hope that it would inspire my customers to think more about zero waste living, and to make better, gentler choices for our planet too. 

I hope that through these beautiful garments, you get to feel a little bit more comfortable in your own skin, and beautiful, even when sometimes it's impossible to feel that way - puffy feet, sore back and all, I know that one day when you look back on those photos, you will be reminded how magical you were and are, and how strong you have become, you have been building yourself up to be the strongest version of yourself, for you are going to be a little person's entire world. 

Thank you for being a part of my humble journey, it is truly a privilege to play a tiny role in your motherhood memories.


Alice x

P.S. The white lace dress I was wearing in the photo is the Spell Dawn Lace Gown, check it out:)