Established by a talented mother-daughter-duo, EGG saw a gap in the market nearly twenty years ago. When Victoria Cranwell joined the team, EGG was being sold to new owners who wanted to continue the essence of the brand. Comfortable and stylish clothes for your pregnancy journey. “It became obvious that in that time mums needs were changing and influenced by many factors,” explained Cranwell. “And many of us are working through our pregnancies and may have to go back to work sooner than before but want to look good and we need to embrace our changing bodies and enjoy this special time.”

Traditional parents meant that fashion was put on the backburner for Cranwell while she studied at Auckland College of Education and became an early childhood teacher. A Profession she continued with for over two decades. “I then had my son, and everything fell into place. Having worked so closely with families, mothers and babies and with a passion for making women feel good about themselves as my time as a photographer I felt at home at EGG,” she said. “All the paths I had taken over the last two decades have led me here.”

Social media has been a key element of EGG, with mothers sharing their stories on Facebook and Instagram. In saying that, the team at EGG value the shopping experience and their shop is an integral part of our business, with the online shopping explosion connecting EGG to worldwide brands. “What we are finding though with our new mums is that is can be slightly overwhelming when your body is changing, and you are not sure what you will need. There are definite stages of pregnancy, and we cater for all in a relaxed, fun and supportive environment, hence working hard to keep our new shop doors open for mums to try on, touch and experience the clothes.”

EGG has an intimate team that works closely together on their designs. An excellent source of inspiration comes from listening to their customers. It is essential that they maintain a balance of supporting local manufacturers and being responsible with offshore manufacturing.

Creative women like Grace Coddington, Diana Vreeland, and Coco Chanel are who inspire EGG. Women who understand the needs and desires of women and who did not take no for an answer.

Moving forward, EGG is growing their designs with their customers by gaining more insights. “At EGG, we wish for our mums to enjoy their changing shape and to love their body as much as their baby does.”

You can find EGG at 72 Remuera Road, Auckland or visit