After three pregnancies and countless frustrations with plain basics that didn’t reflect her taste, Jessica Hegerty identified a gap in the market for stylish, functional clothing that allowed mums to feel like themselves again. Inspired by her own experience and the freedom she saw other mothers creating through business, she set out to design a collection that celebrates motherhood without compromising personal style. Launched in May 2025, Saturday Vibes is a vibrant maternity and breastfeeding fashion brand born from a mother’s desire to bring colour, confidence and individuality back into motherhood. Here, Jessica talks to The Natural Parent Magazine about the passion behind her business, how she balances work and family time, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
I was inspired by two things:
- After going through three pregnancies, I found it incredibly hard to find maternity and breastfeeding clothes that felt like me. So much of what was on offer were plain, beige basics that didn’t reflect my style. It made me feel like I lost part of my identity when I became a mum. I saw a real gap in the market for colourful, stylish pieces that helped mums feel confident and cool – without compromising comfort or functionality.
- I was also inspired by other mums who had created businesses that gave them more freedom and flexibility. Seeing them build something for themselves – and their families – motivated me to do the same.
The launch: How did you start out in the beginning?
I feel I am still very much ‘in the beginning’. Saturday Vibes officially launched in mid-May. In the 18 months prior to my launch, I poured myself into designing and refining my first collection, building a community online, and learning everything I could about running a business. It started with hand-drawn sketches, which led to product sampling and adjustments. I built my website myself and have shared the whole journey with my audience on Instagram and Facebook.
The innovation: What was the biggest breakthrough for you with your business?
It’s still early, but one breakthrough moment was finding my audience through Facebook groups. Sharing my story in the right communities helped me connect directly with mums who understood the problem I was trying to solve. Many of them started following me on Instagram and joined my mailing list. I’m still learning and evolving every day – there are so many moving parts to running a small business.
Yin and Yang: How do you balance work and family?
I don’t know if anyone genuinely balances work and family well. It’s hard. But I have such a strong desire to build this business, so I make it work. I want to show my kids that anything is possible if you work at it and if you want something. And I hope that the business will eventually give me more time freedom with my family too – so that keeps me going! I squeeze the business into nap time, nighttime, and a couple of days when all the kids are out of the house.
