When Harmony Varley became a mum, she expected the sleepless nights and round-the-clock feeds – but not the overwhelming loss of self. Her baby refused to be put down, and none of the baby carriers on the market felt right. They were bulky, uncomfortable and far from beautiful – making her feel even more disconnected from her body and identity. Struggling silently through what she later recognised as postnatal depression, she realised there was a gap in the market for a carrier that truly supported both mother and baby. Mamatoto was born from that moment – a brand dedicated to helping mothers feel seen, supported and confident in their everyday lives. Here, Harmony talks to The Natural Parent Magazine about the inspiration behind her business, how she started out, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
Honestly, I wanted to empower mothers and help them feel a little more them again after the mental, emotional, and physical rollercoaster of becoming a mum. My baby was a koala baby – he wanted to be on me all the time: eating, sleeping, even when he was awake. It became such a thing that we actually gave the pram away because he would just scream in it.
At the time, there weren’t many baby carriers that were aesthetically pleasing. Many had bulky waistbands that hit my pelvis uncomfortably when I walked, especially after I’d gained weight and didn’t feel like myself in my body.
Then I’d put on a stiff, ugly carrier and feel even further from who I was. Looking back, I realise I was experiencing postnatal depression – I just didn’t know it at the time. I felt chained to holding my baby and disconnected from my identity. The existing carriers didn’t help; they took up all the space in my nappy bag and didn’t meet our needs. I remember thinking: I can do this better.
The launch: How did you start out in the beginning?
I bought every carrier I could get my hands on and tested them relentlessly. It was so important for me that the carrier looked good and was also functional. I needed to be able to breastfeed on the go – no more screaming for food in the supermarket – and so many carriers had straps that worked when the baby was still, but became uncomfortable or awkward during feeds. Some even knocked the baby’s head or strained my neck.
A friend in fashion helped me create a tech pack, and I recorded countless videos describing exactly what I wanted. I started looking for factories early – it was crucial to me that our product be made ethically and sustainably. It took four years and a journey through Portugal and the Czech Republic before surprisingly finding the right fit in China. I vetted many factories until I found one that truly understood what we were creating.
Soon after, my garage was full of stock, and I called on every friend I had to help with photos and content. We hit the ground running.
The innovation: What was the biggest breakthrough for you with your business?
Finding the right factory was my biggest breakthrough. So many could do almost everything I needed, but getting the shape, the leather, the clips, and all the functional accessories just right was so important. It had to support mums to actually go out, hands-free and confident.
Yin and Yang: How do you balance work and family?
My husband and I already ran our own business I had stepped back from, so we were used to the juggle. I work early in the morning while he starts later, and if he has to work late, I pick up the slack at home. We don’t have external care for our kids, and we homeschool our eldest, so we do a lot of shuffling around – but we make it work.
