It Was a Problem Florence Knew Herself
For Florence Tay, the idea for Lovemère came from her own experience as a mother. After having her children, she spent a lot of time looking for nursing bras that could work through long days of breastfeeding and pumping. She wanted something comfortable and supportive, but she also wanted to feel good wearing it. That was not always easy to find. 
It may sound like a small problem, but when you are a new mum, small things can become part of your everyday stress. You are already getting used to a new routine, your body is changing, and even getting dressed can take more thought than it used to. Florence started wondering why nursing wear could not be made with all of these things in mind. That question eventually became Lovemère.
Why Nursing Wear Matters More Than We Think
Once breastfeeding starts, a bra is no longer just a bra. A mum may wear it for most of the day. She may need to feed the baby several times, pump milk, go to work, travel or simply move around the house while looking after her baby. She needs support, but she also needs something that is easy to use.
Her body is changing too, so fit and comfort become even more important. For Florence, this was where the problem became more personal. She did not want nursing wear to make her feel that she had to forget about looking good or feeling like herself. She wanted both: something that worked for motherhood and something that still felt like her.
From One Mum’s Problem to a Bigger Idea
Florence could have simply accepted that finding good nursing wear was difficult. Instead, she started thinking about how it could be different. The question was not only about making a nursing bra. It was about understanding what a mother actually goes through when she uses it every day. A product can look good on a website, but that does not always tell you how it feels at 3 a.m. during a feeding session, or how useful it is when a mum is tired and has a baby in her arms. This way of thinking became part of the foundation of Lovemère.
The brand started with nursing bras and breastfeeding, and later grew into a wider range of maternity, postpartum and nursing products. Lovemère says its focus is on making mothers feel comfortable, supported and confident during the different stages of motherhood.
Florence’s Own Experience Was Only the Starting Point
Her own experience gave Florence the first idea, but she soon realised that every mother has a different story. Some mums want stronger support. Some prefer softer materials. Some need easy access for breastfeeding. Others are pumping, returning to work or travelling with a baby. There is no single product that can answer every mother’s needs in exactly the same way.
This is why listening to other mums became an important part of Florence’s journey. Lovemère has built a community around real motherhood stories, where mums talk about both the good moments and the difficult ones. For a founder, these conversations can be more useful than simply looking at numbers or trends. They show what mothers are actually dealing with in their daily lives.
What Florence Has Learned From Other Mums
As Lovemère grew, Florence’s understanding of motherhood grew with it. Today, the brand says it is trusted by more than 45,000 mothers across Asia. But the number itself is not the most interesting part of the journey. It is the different experiences behind those mothers. One mum may be struggling with breastfeeding. Another may be trying to feel comfortable in her changing body. Someone else may simply want five minutes to herself after a long day with the baby.
Motherhood does not look the same for everyone. Florence’s own writing about breastfeeding also reflects this idea. She has spoken openly about struggling with breastfeeding after giving birth and learning to ask for help, and she has encouraged mums to support one another without judging different breastfeeding journeys. That personal experience is still part of how she looks at the brand today.
The Mother Can Easily Be Forgotten
When a baby arrives, most of the attention naturally goes to the baby. People ask about feeding, sleeping and development. They want to know if the baby is doing well. But the mother is also going through a huge change. Her body is different. Her daily routine is different. She may not be sleeping much, and she is learning how to take care of someone while also trying to take care of herself.
This is one reason Florence believes comfort matters. A nursing bra or a piece of maternity clothing cannot solve every problem that comes with postpartum life. But if it fits well, feels comfortable and makes feeding a little easier, that is one less thing a mother has to worry about. Sometimes that is enough.
Building a Brand While Staying Close to the Original Idea
Lovemère started in 2017 from a small warehouse and has since grown into a business with an online store, physical showroom and a wider range of products for different stages of motherhood. The business has grown, but Florence’s original reason for starting it has stayed quite simple. She experienced a problem herself. She could not find exactly what she wanted. So she decided to create something that could work better for mothers.
That idea continues to influence Lovemère. The brand now covers pregnancy, postpartum, breastfeeding and nursing, but the focus remains on making mothers feel comfortable and confident. For Florence, becoming a founder did not mean leaving her experience of motherhood behind. In many ways, motherhood is what gave her the reason to start in the first place.
From Mum to Founder
Florence Tay’s story is not only about building a maternity brand. It is also about what can happen when a mother pays attention to a problem she faces herself. A difficult breastfeeding experience led her to question the nursing wear available to her. That question became an idea, and the idea became Lovemère. As the brand has grown, conversations with other mums have continued to shape the journey.
That may be the most important part of Florence’s story. She did not build Lovemère around an idea of what mothers should need. She started with her own experience and kept listening to other mothers. What began as one mum looking for something better has grown into a brand serving mothers across Asia.
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