Naomi Raybould: The Founder Of Beyond Nine On Turning Her Passion Into A Successful Business While Doing Fashion And Motherhood Her Way.
Photo Courtesy Of Beyond Nine
The identity shift that happens after you have a baby is huge. As much as we like to tell ourselves that apart from becoming sleep-deprived, nothing much else will change, the inevitable happens, and everything does shift in our lives. And that’s perfectly ok, because sometimes it leads us to where we should be in life. For Naomi Raybould, the shift that would lead her to start a revolutionising fashion brand began during her second maternity leave. At 36 weeks pregnant and with no previous fashion experience, she built a website, shot the first two products, and launched Beyond Nine - the day before she gave birth to her second baby. Naomi’s impressiveness doesn’t reach its peak at that point, it just keeps going.
Beyond Nine has since redefined maternity wear with cool, versatile, and stylish designs that can be worn long after pregnancy. They have built a loyal customer base that spans pregnant women, new mothers, and women further in their motherhood journey. The brand has turned over £10 million since 2020, and the business is now on track to hit £8 million just in this financial year. Oh, and it’s very much worth noting that Beyond Nine is still completely self-funded, with no external investment. Naomi has created a brand that resonates across all lifestyles and stages of life. That may be a considerable factor for Beyond Nine’s success as they have a 50% returning customer rate (compared to the industry benchmark of 25-30%). This high percentage of customers that are returning to shop again indicates that what they are doing is working, very well. What makes Beyond Nine so special, and what is enticing their customers to come back?
I quickly learned that it's their authenticity, quality, and community. But it takes a change maker to set the foundation for this type of success. Naomi’s journey is a truly impressive and inspiring story of entrepreneurship, resilience, and passion. Out of her personal frustrations, she created her own solution, all while doing motherhood and fashion her way. And thrived, she did.
By Alice Codford
ON MOTHERHOOD
Alice: Do you feel that motherhood has changed you? And in what ways?
Naomi: Absolutely. It’s impossible not to feel changed when becoming a mother - from your identity to your body, to your priorities. Everything shifts.
Is motherhood what you expected?
Naomi: I became a mother 10 years ago and I’m not sure what my expectations were… it was such an unknown that I don’t think I had many beyond feeling excited.
“I think being a mother gives you so many strengths which feed into being a successful entrepreneur. Motherhood makes you resilient, an expert multi-tasker and for me, it made me totally fearless.”
What has been one of the most difficult points of motherhood for you? Were you able to overcome it, and if so, how did you navigate through that challenging time?
Naomi: I really struggled with a shift in my identity with my firstborn - I feel it took me a while to really find my feet again. I think the best way of handling things like this, is riding the waves and knowing it’ll pass and that you will find yourself again.
What has been one of the highest points of motherhood for you so far? Are there any particular moments or experiences that stand out?
Naomi: There’s so many highs - I’m a mother of 3 so I’ve had plenty, as well as plenty of lows. Now my children are getting older, I really try to relish those quieter, smaller moments, like when my youngest piles into our bed for a cuddle first thing, even if it feels a bit early for my liking! It’s the little things like that, that I know I will miss and look back on as the true highs of motherhood.
After a particularly tough day of juggling being a parent, running a business, and life in general, what do you do to recharge or unwind? What helps you find some calm amidst the chaos?
Naomi: Having a really really long and really hot bath. Nothing works better for me - wallowing in it for as long as possible just with my own thoughts, usually after the kids are in bed so no one disturbs me.
Have you found it easy or challenging to maintain your friendships since becoming a mother? And have you made any new mum-friends along the way?
Naomi: Because you become so time-poor, it makes you focus on those friendships that really matter to you. Some friends have drifted away, and I am ok with that. I have made new mum friends, but my closest friends are still those who were my closest friends pre-babies, regardless of whether they are now mums or not.
Photo Courtesy Of Beyond Nine
It is a fact that women often feel a loss of identity after becoming a mother, did you experience this?
Naomi: Absolutely - with my firstborn, I really struggled with this and it took me a while to figure out what I wanted and exactly who I was alongside my identity as a mother. It took time, but it came good in the end.
What are your must-have products that you found the most useful, that you always recommend to new mums?
Naomi: I’m probably a bit out of touch here as my youngest is now 5… the one thing I would say that I was so judgemental about before kids, but then used with all of my children & it was a lifesaver, was dummies. Not sure if that’s controversial or not anymore!
What advice or words of wisdom do you want to share with other mothers that you wished you knew before having children?
Naomi: Every phase will pass - good and bad. So when it’s good, lap it up and relish it, knowing that it will end. When it’s tough, remember that it won’t last forever, and usually, when you feel like you really can’t take anymore, something changes.
ON HER PASSION BECOMING A SUCCESSFUL BUSINESS
Although starting a new business from scratch can be equally stressful as it is exciting, did starting a business venture during your second pregnancy give you a different sense of purpose?
Naomi: For sure - I really didn’t enjoy my first mat leave. I think it contributed to struggling with my shift in identity because I felt like I did nothing for me. Beyond Nine was a passion project for me and I love stretching and challenging myself, it’s part of who I am.
How did the early days of Beyond Nine make you feel? How did the days look like balancing a start-up brand and young children?
Naomi: The early days were so exciting and validating. I found a whole community of women who felt the same way I did, and I was helping to solve a problem for them. It was the absolute best - I worked around my kids - I’ve got pictures of me on a laptop whilst feeding a newborn and speaking to customers over email and I wouldn’t change a thing. Of course, at times it felt overwhelming, but it gave me a sense of purpose.
Did you feel supported by the people around you (or online) when you launched the business?
Naomi: Absolutely. I found this amazing, incredibly supportive group of women online (our customers) who were the ultimate cheerleaders for Beyond Nine. So much support, words of encouragement, word of mouth and more has come from the Beyond Nine community. I had good friends involved in those early shoots, and my husband played a huge role (and still does) in supporting me, from emotional support to packing orders in those early days.
What was the first idea you had that pushed you to start the business?
Naomi: It came from the frustration of not being able to wear what I wanted to wear when I was pregnant. I had never appreciated what a big role clothes played in my identity until I couldn’t wear what I wanted to. In my second pregnancy, my mum lent me some jumpsuits that she wore in the 80s and that is what sparked the original idea…
Photo Courtesy Of Beyond Nine
What are the pros and cons of being a mother and an entrepreneur at the same time?
Naomi: I think being a mother gives you so many strengths which feed into being a successful entrepreneur. Motherhood makes you resilient, an expert multi-tasker and for me, it made me totally fearless.
Do you find it hard to switch off work at the end of the day? Any tips on how to help with this?
Naomi: I’m not great at this, especially if there is a lot going on. My top tip (which I should follow) would be putting my phone away so I am not contactable and I can’t send that quick email or check that thing that can wait until tomorrow.
“Every phase will pass - good and bad. So when it’s good, lap it up and relish it, knowing that it will end. When it’s tough, remember that it won’t last forever, and usually, when you feel like you really can’t take anymore, something changes.”
Have you had any mentors along your business journey?
Naomi: Yes, I’ve worked with a few mentors and they’ve been an absolute life saver. They provide their wealth of experience, they help to provide perspective and they’re good at holding the mirror up. Leading a business requires a lot of self awareness and willingness to be better and you need someone on the outside to help you do that.
What are some of your favourite achievements in your business that you're particularly proud of?
Naomi: For me hitting that first £1m revenue and continuing to double our revenue year on year without any external investment has felt like a huge achievement of which I am extremely proud. I am also proud of building a team of brilliant women who are growing alongside the brand.
Beyond Nine has an all-female team, would you say the fact that it does is one of the biggest reasons for the brand's success?
Naomi: I’m very proud to have an all-female team and it certainly plays an important role in our success, but it's not the sole factor. While of course women have unique insights into the needs and challenges faced by other women, and that perspective is invaluable in shaping our brand. It’s this combined with our passion, expertise, and commitment to truly understanding our customers that has contributed to Beyond Nine's success. Our all-female team gives us an authentic lens to view the world, but our overall approach—creating quality products, prioritising customer experience, and staying true to our values—are key drivers of our growth.
What is next for Beyond Nine? What plans do you and your team have in development this year and the next few years ahead that you can share with us?
Naomi: At Beyond Nine, we're always looking ahead to the next chapter, and we have some exciting plans in the pipeline. We have a new designer on board who is helping to evolve our product offering even more. We then have plans to grow our community, deepen customer relationships, and broaden our reach into new markets. We’re also opening a new head office and showroom space that will uniquely service our customers and community.
Looking a few years ahead, we’re committed to continuing our mission of empowering women through thoughtful design and innovation with hopes to open physical stores to offer the full immersive Beyond Nine experience. We’re exploring partnerships and collaborations that align with our values, and we’re excited to integrate even more technology and personalisation into our products and customer journey. Ultimately, we want to keep evolving to meet the needs of all modern women while staying true to what makes Beyond Nine special—authenticity, quality, and community.
ON HER STYLE SINCE BECOMING A MOTHER
What are your favourite Beyond Nine pieces?
Naomi: I love the Daisy trousers, whether in linen or jersey - it’s probably my favourite shape. To be honest, all our trousers are really great, you should get yourself some.
“I think in those early days, you really need ease and your clothes need to work hard. Since becoming a mother I always prioritise comfort and practicality, but this doesn’t mean compromising on style, which is where Beyond Nine comes in.”
What is your go-to outfit for every day? Any particular pieces you wear on repeat?
Naomi: I love a sculptural trouser - so Mabel or Daisy and a top or jumper that hit at the waist - that’s my uniform.
Whose wardrobe would you love to raid? Do you have any style icons?
Naomi: A lot of people I vehemently follow generally aren’t that practical for my lifestyle, but they provide inspiration for me in terms of how we at Beyond Nine could adapt something we’ve seen to make it work for us and our customers.
Has your personal style changed since becoming a mum? If so, how has it influenced the way you dress?
Naomi: I think in those early days, you really need ease and your clothes need to work hard. Since becoming a mother I always prioritise comfort and practicality, but this doesn’t mean compromising on style, which is where Beyond Nine comes in.
Have you received or gifted yourself something special to commemorate the birth of your children?
Naomi: No…. I wish!
Photo Courtesy Of Beyond Nine
What is on your shopping list right now?
Naomi: To be honest, it’s mostly interiors stuff as we’re coming to the end of a house renovation so we’re now in a position to furnish it properly. Next on the list is a sofa!
What is your go-to handbag that can take you from school runs to the office?
Naomi: Since becoming a mum, I hate carrying big bags. It has to be something small, just big enough for my phone, keys and wallet. If I need to carry a laptop around, I use my Ally Capellino backpack.
Let's talk a bit about beauty, has your skincare changed since having children? And what skincare products do you recommend other mums try?
Naomi: I’m super lazy on this front, because it’s not how I want to spend my time. A good cleanser and a good moisturizer. Eating well in my opinion makes a bigger difference to your skin than any product.
What makeup products do you swear by as a busy mum?
Naomi: Again, I am super lazy here, I just use a Bare Minerals Powder Foundation, some Maybelline mascara and Carmex. I’ve got to be able to do it in less than 5 minutes!
