Balancing motherhood and business ownership is no small feat, but for Nina Corleison, she was determined to create a carefully curated online fashion destination designed with modern mums in mind. At The Mum Loop, she combines her background in digital marketing and a lifelong love of fashion to help make dressing stylishly during motherhood easier, more enjoyable and more accessible. Since launching in February 2025, she has been on a mission to provide mums across New Zealand with effortless, high-quality wardrobe staples and clean lifestyle essentials that make them feel confident, comfortable and seen. Here, Nina talks to The Natural Parent Magazine about the inspiration behind The Mum Loop, the challenges she has overcome along the way, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
I was searching for a project that incorporated my love of fashion and digital expertise – SEO website copywriting. My original love is fashion and since becoming a mum, I saw a real gap and a real need for quality products tailored to new (and seasoned) mums. Easy, reliable and premium fashion options so mums could quickly and conveniently access styles they could trust – and styles that would work for their Mum Era. I’ve taken out the guesswork for them by selecting capsule wardrobe staples that I know will serve them well.
The launch: How did you start out in the beginning?
Well, it started with an idea and then came the market research: reading blogs and forums, and really articulating what my customers’ core needs and problems were. From there, I created a business plan outlining the direction and necessary steps to take to bring my vision to fruition.
Product is everything, so I reached out to brands I knew and loved, and I also discovered new brands. I went product sourcing in Melbourne for unique Aus-based skincare and lifestyle brands that weren’t currently in the New Zealand market. contacted an agency who I knew could create a sophisticated and beautiful brand and website, set my launch date and continued working behind the scenes. I gave myself around one year to plan, source and bring the business to life.
The innovation: What was the biggest breakthrough for you with your business?
My business is still very much in the early days – I launched mid February 2025, so it’s still a baby. A big breakthrough is hard to articulate, and I feel my ‘breakthrough’ is still on its way.
Landing Ceres Life virtually exclusively in New Zealand just before launching was a great moment! I felt so strongly that this brand would do well – with its great price points, great quality and easy-to-wear stylish essentials! AKA the perfect mum fashion brand.
Yin and Yang: How do you balance work and family?
It is hard at times, as I want to be responding to things on the weekend, and I need to oversee social posts, etc. (which happen all days and times of the week). I need to be better at putting my phone away and work out of my mind when I’m with my son, but I do get the majority of my work done during weekdays when he is at daycare. This means I can devote my Wednesdays and Sundays to time with him, which we get to spend 1:1.
