Our Story

Sun and Soul was created by our founder Heidi Moustafa. After going through her first pregnancy, she realised there was a huge gap in the market for stylish maternity wear that suited her own neutral, simple style. When asked what inspired her journey into creating Sun and Soul, here's what she said:

'When I was pregnant with my daughter Madelyn, I really struggled to find maternity pieces that suited my style. Not only that, but if I did find something I liked it was either not practical for feeding or the fabric just didn’t work for my changing body. I realised there was such a huge gap in the market for stylish maternity wear and even just basic staple pieces. Everything I found was your typical 'mumsy' looking clothes, with obvious breastfeeding flaps - I wanted something that was more discreet, so you couldn’t tell I was wearing maternity clothes. My body was changing so much, so fast, I wanted to feel stylish and beautiful. So in 2019 I came up with the idea of creating my own maternity line, to cater to all the women who were looking for the same thing. I had a very rough experience with PND (Post Natal Depression) so mentally I wasn't in the right headspace to make it happen then and there so after a long self love journey I finally put pen to paper mid 2020 and brought my vision, that is Sun and Soul, to life. SO much heart and soul went into creating these pieces, I hope you all love them just as much as I loved creating them.’