After more than a decade of supporting families as a trusted nanny and babysitter, Jasmine Holt, founder of Latch • Luxe, stepped into motherhood herself – and quickly discovered a gap in the market. Struggling to find stylish, breastfeeding-friendly clothing, she was inspired to create a solution for mums everywhere. Latch • Luxe offers a fashion-forward rental wardrobe designed exclusively for breastfeeding mothers, blending style, sustainability and accessibility to help women feel confident and empowered through every stage of motherhood. Here Jasmine talks to The Natural Parent Magazine about the inspiration behind her business, how she balances work and family time, the pros and cons of being a business owner, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
With over a decade of experience as a professional nanny and babysitter, I’ve had the privilege of supporting countless families, earning a reputation for not just providing care, but becoming an extension of the family. However, becoming a mother myself shifted my perspective entirely. Suddenly, I was the one navigating sleepless night, countless outfit changes, and the struggle of finding clothing that was both stylish and functional for breastfeeding.
As a mum committed to exclusive breastfeeding, I didn’t want to sacrifice my love for fashion for the sake of practicality – and I knew other mothers felt the same. That’s when inspiration struck. I saw an opportunity to merge my passions for motherhood, fashion and empowerment, creating something truly special: Latch • Luxe. A fashion-forward rental wardrobe designed exclusively for breastfeeding mums, Latch • Luxe is all about embracing style, sustainability and accessibility – because motherhood should enhance, not diminish, your sense of self.
The launch: How did you start out in the beginning?
Latch • Luxe was born out of a real problem – one that I, and so many other mums, faced daily. I started by sourcing stylish yet functional pieces, listening to mums who struggled to find the perfect outfit, especially for special occasions like weddings or milestone celebrations.
As a new mum exclusively breastfeeding my daughter, I couldn’t return to babysitting just yet – but I found another way to support mothers. Latch • Luxe isn’t just about clothing; it’s a movement reminding mums that they don’t have to lose themselves in motherhood. They can step into this new chapter with confidence, style and ease.
The innovation: What was the biggest breakthrough for you with your business?
Realising that breastfeeding fashion didn’t have to mean compromise. It could be sustainable, stylish and stress-free – all at once.
The rental model was the game-changer, offering mums access to premium outfits without the hefty price tag, while also reducing waste. When I started sharing this vision, the response was overwhelming. Mothers were tired of settling. They wanted to feel amazing again, and Latch • Luxe gave them that option.
Yin and Yang: How do you balance work and family?
Balancing multiple roles isn’t new to me – I’ve spent years juggling life as a Business and Law student, while working full-time in employment relations HR. Now, as a Business Partner with an outsourced consultancy, I advise small, medium and enterprise businesses across New Zealand.
It’s a rhythm of grace and grit. Some days, I’m drafting contracts while baby-wearing. Other days, I pause everything to soak in the fleeting moments of new motherhood. I’ve learned that balance isn’t about doing it all – it’s about knowing what truly matters.
My daughter is my greatest inspiration, and my business is my passion. I make it work because both are worth it.
