Ariane Goldman Redefines Maternity Fashion and Lifestyle with Hatch


Ariane Goldman is the woman behind Hatch, a maternity clothing brand that is designed to outfit women before, during and after their pregnancy. Goldman was inspired to launch Hatch in 2010, when she was pregnant and underwhelmed by the current maternity options. Since launching, the company has grown to be known as the coolest maternity brand on the market, as well as a green beauty brand and a community-driven retail experience.

“Following the birth of my daughter, Charlie, I launched Hatch to serve as a trusted resource for women who want to feel beautiful, confident, and stylish during one of life’s most rewarding—yet also most challenging—periods,” Ariane Goldman said. “When I was pregnant there was no one speaking to me, so I wanted to start the conversation.”

Ariane Goldman, founder of HatchLianna Tarantin

Goldman’s unique professional background prepared her to launch Hatch, from working at American Express, to becoming a fashion entrepreneur with the launch of her first brand, twobirds.

“I started the beginning of my career climbing up a corporate ladder at American Express, having about four to five different jobs over the years and finding myself managing more and more people,” Goldman said. “I wasn’t really using my creative juices and quickly realized that it wasn’t necessarily my calling.

“While at American Express, I got engaged, and when I was shopping for my bridesmaids dresses, I realized there was no one actually providing something where your girlfriends can feel beautiful and look great without spending a lot of money and resenting you,” Goldman said. “I found fabric and got the dresses made for my four maids who had completely different body types. The reaction was amazing, so the light bulb went off, and I quit my job at American Express to start Twobirds from my apartment in the West Village. Twobirds is based on the need of millions of women to invest in an important milestone for a loved one, while also buying a dress that can be worn after the wedding—thus, ‘killing two birds with one stone’.”

A look from HatchCourtesy of Hatch

Twobirds was an amazing entrée into entrepreneurship for Goldman, which lead her to her next inspiration.

“With Twobirds, I had a great product, the cash was coming in, and it was a beautiful business model,” Goldman said. “When I became pregnant I had a similar ‘aha moment’ and decided to try to solve another void in the market—but differently.”

Goldman said that at the time, she didn’t know if it was the smartest decision or the dumbest decision, but she decided to go at it again.

“I took some of the money from twobirds and loaned it to my second brand, which I didn’t have a name for at the time,” Goldman said. “I was pregnant and wondering if I actually had the guts to do this but would do one thing a day just to keep the snowball going. Piece by piece, Hatch started to grow, and the money that was coming in allowed me to hire more people. Of course I was still wearing every single hat as one does when you can’t afford a real team yet. I didn’t raise any money behind this, I was just building this brand brick by brick.”

A look from HatchCourtesy of Hatch

Goldman launched Hatch with a collection of 12 pieces, saying it was important to launch small, but with a great concept.

“My first breakthrough with Hatch was when I was in India four months after the site launched,” Goldman said. “I thought it was the most beautiful site of all time, but I built it, and nobody came. In those first four months, I thought ‘I totally screwed up. I made a bad call. Maybe there’s no need for this.’ I was in India while I contemplated shutting it down. Then I received an email from a style writer at the New York Times and that was the catalyst that moved things along. It didn’t drive so much revenue, it was just the breakthrough that started the motion. It really was a catalyst of some sort.”

Goldman has continued to grow Hatch since launching, as a wholesale brand, direct-to-consumer e-commerce site, and also a retail footprint.

“We opened our first retail store in New York in October 2017 and it’s been an amazing journey to watch the store bring a layer to Hatch that’s more meaningful than a cashmere sweater or jeans,” Goldman said. “We host community events at the store where we bring in doulas to talk about birth plans, training sessions on birthing options, offer lactation advice—you name it. We’ve grown from a two-dimensional, direct-to-consumer brand to a three-dimensional, meaningful destination where women can feel heard.”

Hatch store in New York City at 17 Bleecker StreetCourtesy of Hatch

Goldman also expanded Hatch into the green beauty world, with Hatch Mama.

“In order to continue to feed our passions and our babies, we need to take care of our bodies, holistically and intentionally,” Goldman said. “This gave me the inspiration for Hatch Mama—an edited line of non-toxic beauty products that were made to address the issues so many of us face during pregnancy and postpartum.”

Goldman said she spent countless hours developing their formulas in collaboration with leading chemists, herbalists and skin care professionals to ensure that our products would be as effective as possible without compromising on safety. 

“Additionally, our products are only made in factories that comply with Current Good Manufacturing Practices, as promulgated by the Food and Drug Administration, and all of our formulas include ingredients at percentages well below the maximum safety use standards ascribed to each such ingredient,” Goldman said. “Our formulas consist of 97% plant-based ingredients and we primarily rely on the Cosmetic Ingredient Review, an organization that is supported by the FDA. Their ingredient call-outs have years of scientific and research backed studies to support them. They are completely safe and made from the best plant-based ingredients out there—plus they are gorgeous—total beauty cabinet envy!”

Hatch Mama products inside the Hatch store in New York CityCourtesy of Hatch

With much going on for Goldman, and her fast-growing company at Hatch, she has plans to continue to expand her brand.

“We are working on our next collection of beauty products and I’m really excited for Hatch Mama to have its own identity within the marketplace,” Goldman said. “I’d also like to continue to grow our retail presence in various cities because the combination of community and great product is such a sweet moment. We will be opening our second Hatch location in Los Angeles this month. Overall, my vision is to make sure Hatch reaches as many women as possible, whether that be online or through our physical retail locations. We will always continue to listen to our consumers by continuously expanding the conversation and creating products in order to help best serve their needs.”

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