The birth of the idea behind Belly Button can be traced back to a place where new lives are discovered – an ultrasound room. As mothers and sonographers ourselves, we intimately understood the profound challenges and transformations that women's bodies, minds, and emotions undergo on the incredible journey of motherhood. Our connection with patients and their unique needs served as the catalyst for a vision - to create a clothing brand that would not only embrace the beauty of these phases but empower women to feel good and look great whether they were pregnant, breastfeeding, or planning to expand their family.

We aspired to change the way women perceive dressing and shopping during and after pregnancy. Our philosophy is simple but revolutionary - invest in a select few, comfortable, and high-quality pieces that you'd love to wear even when you're not pregnant. This shift in mindset is at the core of Belly Button's essence.

Our inaugural range was ingeniously crafted by Janine Starkey, a fashion guru renowned for her expertise in styling Sandton's leading businesswomen. Janine's touch helps women not only look their best but also maintain their unique identities. This intersection of expertise and empathy forms the cornerstone of our brand's identity

Belly Button is committed to sustainability. We're proud to be a 100% sustainable brand, and we uphold this commitment by adopting a make-to-order approach. This means we don't flood the market with excess stock that would otherwise go to waste. We manufacture right here in South Africa, and in doing so, we actively contribute to local job creation, strengthening our communities rather than importing from afar.

Belly Button is more than just clothing; it's a testament to the power of empathy, creativity, and sustainability. We stand beside you as you traverse the incredible seasons of your life, ensuring you feel beautiful and confident every step of the way. Our story is one of transformation, empowerment, and making a positive impact, both on the planet and in the lives of the women we serve. Welcome to Belly Button, where the journey of womanhood is celebrated, and dressing for every season of life becomes a joy. Together, we redefine the experience of motherhood, embracing comfort, style, and sustainability at its very best