Myrtle & Maude

After two years of having our fulfilment elsewhere, we’re bringing Myrtle & Maude back in-house. 🥹

There was a time when we did everything ourselves — packing orders, writing little notes and being really close to our customers.

As the business grew, we outsourced more and more of it and somewhere along the way I think we lost a little bit of that connection.

So we’re going back to our roots. 🤍

New little office, stock back with us and we’ll be packing your orders ourselves again.

It feels like a very full-circle moment after 10 years of Myrtle & Maude.

A little pinch-me moment 🥹

Seeing our Queasy Bon Bons included in first-trimester must-haves was very special ✨

We created them specifically for those waves of pregnancy nausea — to help with that awful metallic taste in your mouth, give you a little sugar boost when you need it, and be convenient enough to keep in your bag wherever you go.

Seeing them become part of someone’s pregnancy journey is exactly why we do what we do 🤍

MorningSickness

The reason we’re rebuilding Myrtle & Maude is simple...

We still believe in why we started.

And ten years later, that mission means more than ever. 🤍



Over the last month, we’ve been asking ourselves one question...

Where did it all go wrong?

I mean... a lot of things happened that got Myrtle & Maude to where it is today.
But after a lot of reflection, one thing keeps coming back to us.

The answer should have been more obvious…Somewhere along the way, we lost the close connection we used to have with our customers 💔

We became more focused on growing the business than nurturing the community that built it.

So that’s what we’re changing.

We’re rebuilding Myrtle & Maude slowly, intentionally and with our customers back at the centre of every decision we make.

I know it won’t happen overnight, but for the first time in a long time, it feels like we’re building something we’re genuinely proud of again.

I’d love to have you along for the journey🤍



We genuinely believed getting into one of the UK’s biggest retailers was going to be the making of Myrtle & Maude.

Instead, it became one of the hardest periods we’ve ever been through.

Looking back now, I can see so many mistakes we made along the way. We grew too quickly, trusted the forecasts, ignored some of the warning signs and suddenly found ourselves holding huge amounts of stock we’d already paid for.

It was painful to go through, but it’s also where I’ve learnt the biggest lessons.

Three years later, we’re still rebuilding.

And for the first time in a long time, I genuinely believe we’re building the business on much stronger foundations.

If you’re building a business yourself, I hope sharing the highs, the lows and the lessons helps you feel a little less alone. 🤍

We genuinely thought getting into one of the UK’s biggest retailers was going to change everything.

When Myrtle & Maude launched into around 400 stores across the UK, it felt like we’d finally made it.

It did change everything.

Just not in the way we expected.

Looking back, it was the beginning of one of the toughest chapters in our business journey.

Ten years ago I started Myrtle & Maude. Since then we’ve helped hundreds of thousands of women through pregnancy and morning sickness and built a brand I’m incredibly proud of.

But behind the scenes, the last few years have been tough. We launched into a major retailer, got delisted and nearly lost it all. This year we’re rebuilding. And I thought I’d bring you along for the journey 🤍