About Us

Our Mission

At Rules, we are dedicated to creating clothing that empowers women at every stage of motherhood. We understand the unique needs of mothers and mothers-to-be and strive to design innovative solutions that meet those needs. Our clothing is not just functional, but also attractive and made from the highest quality materials.

We believe in fair pricing and ethical sourcing, and by selling our clothing exclusively online, we are able to pass the savings on to our customers. We are constantly seeking feedback from women throughout the design process to ensure our clothing is meeting the needs of our customers.

We believe that high-quality clothing should be accessible to all women, and we are committed to making that happen. Our clothing is designed to empower and support women at every stage of motherhood.

Our Birth

The birth of Rules began in London, in 2020. Our founder, Alicia, had a passion for high-quality womenswear and a vision to disrupt the outdated maternity industry. As a new mum-to-be, she was frustrated with the limited options available for quality clothing during her pregnancy journey. With her first-born on the way, she set out to create a brand that would meet the functional needs of expectant mothers, while also making it more accessible. "I wanted to create a product that combined functionality and style, and I couldn't find anything that fit the bill," said Alicia. So she started Rules to fill this gap in the market.