MASERU – When Refiloe Makote was pregnant with her son three years ago, she had to travel to Bloemfontein to get essential needs for the unborn baby.
“Sometimes all I needed was comfortable underwear but I struggled to get it locally,” recalls the 34-year-old.
The ordeal forced her to establish Love Maternity, the only shop that specialises in clothing for pregnant and nursing mothers in Lesotho.
“All we had were pharmacies without maternity panties but pads, yet the hospital checklist mentions panties,” she says, explaining why she started the business in August last year.
“I had this idea but I thought execution would require me to resign from my regular job. But then, I realised all it needs was good time management.”
The name on its own speaks volumes.
“Why not love maternity because it brings life?”
Makote says it is very important for women to wear comfortable clothes to embrace pregnancy.
“Women still need to look beautiful even if they are pregnant and pregnancy has to be embraced. It needs a different attitude towards it because sometimes giving it less attention leads to many severe consequences,” she says.
She says she pays attention to dressing and treatment as she wants women to do anything that makes their pregnancy comfortable, including massages and gym sessions.
“Being uncomfortable means they can’t do much. The loveliest thing about my clothes is they accommodate a growing bump. One doesn’t have to buy clothes every trimester and women stick to their normal sizes because they are designed specifically for that.”
She says they even have vouchers that allow people to buy during pregnancy as sometimes they are uncertain of whether they will breastfeed.
“It’s more like a savings (account) until the baby is born.”
Apart from being her own boss, Makote still has a job as a marketing professional. As a BSc Marketing graduate from the National University of Lesotho (NUL), she says she does not have to leave her job for the business as the two complement each other well.
“They go hand in hand and I don’t regret the profession I chose. It is indeed an eye opener and all I am doing now is to shape it. Every spare time that I get, I push Love Maternity,” she says. “All it requires is time management.”
Growing up, she knew that she wanted to be an entrepreneur, although she was not sure about the kind of business she would venture into.
“I always see problems and seek solutions to bridge the gap. It’s a skill I think has prepared me for entrepreneurship,” says Makote, who used to volunteer or get internships every winter holiday when she was still a student.
“I knew that I had to do something. Even after my graduation I sold food while job-hunting.”
She says she needed capital to start a proper business, but the money she got from selling food was too little to invest in Love Maternity.
“That’s when I applied for a job to acquire that capital. My intention was to get into the corporate world to get capital and then leave. But by the look of things, I am still keen to do both,” says
Makote, who used her M10 000 bonus to launch her business.
It is a side hustle that she wants to grow into a major business in Lesotho and beyond.
“I want to grow our economy hence I will not stick to being a small business owner forever,” she says.
She says she does not just want to sell clothes and nursing products only but create a holistic support programme for pregnant women.
“Most of the time, everyone gets excited when a baby is born but nobody pays attention to the mother during her pregnancy journey,” she says, referring to things bought at baby showers.
“It’s in rare cases that a mother gets something. They need to be pampered too but nobody does. To me it feels like we do not embrace this maternity enough to have a healthy and bubbly child we all love.”
She said in most cases, pregnancy is not the goal but a baby is.
“Nobody wants to be pregnant or experience morning sickness. It seems like we don’t want to be pregnant but we all love a baby.”
Makote says her aim is to make people love being pregnant.
“It is important because sometimes children get affected by situations such as depression that their mothers endure during pregnancy. Some mothers feel emotionally drained,” she says.
“Let’s enjoy pregnancy and love maternity to get better results.”
Her business, she says, has indirect competition as there is a local shop that sells maternity clothes “but it is a small section selling selected items”.
“There is indirect competition in terms of clothing because some women still don’t see the need to wear comfortable clothing designed just for maternity.”
Makote says “being everything maternity” would set her business apart from others.
“We only have a spot here but the idea is to have everything maternity as we are here to support pregnant and nursing mothers. We are not where we want to be yet but we are getting there.”
She says in three years time, Love Maternity will stand on its own and have a support system where all bumps will be welcomed.
“There is no spot for pregnant women to go for entertainment so we wish to have established that support system which will of course be decided by customers,” says Makote, adding that the business has received tremendous support since its launch.
“The reception has been very positive in an unexpected way and we promise to do more,” says Makote, heaping praise on her husband for being supportive, and her sister, a midwife, for providing advice.
’Mapule Motsopa