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Published on August 23, 2007

Energetic events emcee Saraichat Jiraphat is eight months pregnant but she's not slowing down. She's recently designed a range of clothing for expectant mums called Charlotte's Maternity.

Saraichat is a prime example of how gorgeous a pregnant woman can look, her large eyes shining with an aura of confidence, no doubt thanks to the colourful, spiralling dress she's wearing.

"There is beauty in a pregnant woman's shape and body," she says. "We should show our beautiful silhouette instead of hiding it."

The brand name borrows her own middle name, and its managing director has created her comfortable and stylish looks by adapting casual mini-dresses and shorts and "expanding" the patterns to match mum's tummy. 

Having little experience in business, Saraichat had to study both retail and design, but her inspiration came from the huge variety of eye-catching maternity wear she'd seen in the United States.

Thailand has a wealth of great fabrics and patterns, she reasoned, so opening a line of maternity clothes here made sense.

In its first three months, Charlotte put 50 items on the shelves and is assessing their popularity so it can produce more. It plans to launch a new collection every three months.

Prices average between Bt2,000 and Bt8,000 at the sole outlet on Bangkok's Soi Thonglor and a counter at Siam Paragon that closes next week.

All this business effort must get tiring, but Saraichat isn't the least bit fatigued.

"When you're having a baby you want to put all of your energy into things for your baby's sake," Saraichat says, likening the endeavour to building a stable groundwork before her life gets even busier after the baby arrives.

Pregnant women, she adds, are just as strong as anyone else.

Lisnaree Vichitsorasatra

The Nation