Anastasia’s Aura-pregnant. sexy. motherwear (Aura psm) is a good example of the notion that personal experience can provide the spark for a successful business concept. The creation and success of Aura psm was based on Ms Brotherson’s ability to recognise a gap in the Perth market and to capitalise on this specialist niche. Frustrated at the lack of fashionable clothes available during her own pregnancy, Ms Brotherson decided to design and make clothes that she and other expectant mothers would want. She sourced fabrics that didn’t require ironing and designed a ‘motherwear’ range to suit modern mums. In addition, Aura psm is the exclusive Western Australian stockist of Fragile, one of Australia’s leading specialist pregnancy brands. All of this was achieved with no fashion, manufacturing, accounting or formal business training on Ms Brotherson’s behalf. Aura psm has been in business for 16 months but took only five weeks to go from an idea to a registered business and into a leased store, complete with an interior design makeover.
