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About Us

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Hi, I'm Christine and this extraordinary story tells how this whole business came about. 

I'm originally a farm girl and journalist from Gippsland in Victoria. I met a Scottish man temporarily living in Sydney and he decided to stay, thankfully. While I was a TV Newsreader with Channel 7 and Sky News, I invented the patented bellybelt (a kit that turned jeans and pants into maternity wear) . I thought others might like it too, so I sought out (the late) Anita Roddick, founder of The Body Shop, and asked her for her opinion. She gave me a hug and on the spot wrote this testimonial "Love it, love it. Trust a woman to invent the perfect product."

It was one of my happiest days.

So, I decided to see how bellybelt would go if it was a proper boxed product on a shop shelf (just imagine!) but after paying all the set up costs I ran out of money (thankyou mortgage!). All I could think of was to put my beloved, fairly-new car up for sale.

Luckily, someone was keen - a man turned up with his mother to look at the car. But instead of liking the Volkswagen, he liked the business, and bought into Fertile Mind very soon afterwards. You can imagine my husband when I came in from the test drive saying I was going into business with a stranger (thanks Mike!).

That's how Peter Hooker and I met, and we are still the co-owners of Fertile Mind all these years later.

At first Fertile Mind was a part time enterprise run from my garage. Peter brought business skills from his time as an equities analyst, and I brought LOTS of experience in the pregnancy sector (I went on to have three more daughters!). 

We both did other things as well - I joined Sky News and later the ABC, and Peter become involved with various board roles.

As bellybelt grew in popularity around the world, we welcomed a growing and wonderful staff of mums, dads and bachelors who do a great job of being brilliant at what they do as Fertile Mind champions, in between commitments around school holidays, sick children, their own businesses, helicopter flying lessons and athletics carnivals. Mark our warehouse manager has even built and has driven a race car for charity. A big thankyou to them.

When we can all get together, we have fun looking at new products and sharing parenting advice, laughs and tears, and chocolate. We began with a product that fits into our mantra of REFUSE, REUSE, REPURPOSE and RECYCLE, and now we are moving further and further towards only products that tread gently on the planet. We are reducing or eliminating plastic packaging and we don't make or sell useless tat that would never be bought by anyone sharing our earth-friendly philosophy. We are particularly proud of our Fair Trade and Certified Organic Cotton Hug-a-Bub range, which was designed in Byron Bay, and which we purchased in 2016 to ensure this environmental, ethical and very popular product stayed in Australian hands serving Australian parents.

If you share our passion as Eco-warriors, we'd love to hear from you on FB or Insta. Or just call us!  

We pride ourselves in excellent customer service (and were awarded GOLD in the Australian Customer Service Excellence Awards), and I will be happy to respond to any comments positive or negative about your dealings with our company on any level.

All the best for your pregnancy or new parenting journey,