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Dubai-based maternity brand proves a hit with Beyonce Open in fullscreen

Sarah Khalil

Dubai-based maternity brand proves a hit with Beyonce

Beyonce was photographed wearing the designs of new Dubai-based maternity brand Mina Roe [Instagram]

Date of publication: 18 May, 2017

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Mina Roe is riding high on the wave of Beyonce's baby bump after the US megastar was photographed donning their designs.
A Dubai-based maternity brand is riding high on the wave of Beyonce's baby bump after the US megastar was photographed donning their designs.

The announcement in February that the American singer and actress was pregnant took social media by storm. Only a few hours after Beyonce posted a picture of her baby bump on Instagram to break the news the image became the most liked picture on the platform.

It was clear fashion designers across the world will flock to dress the expectant mother.

Recently the megastar was photographed wearing the designs of new Dubai-based maternity brand Mina Roe.

The company is noted for running an initiative that sees it sharing its profits with a scheme that provides women with access to prenatal vitamins.

Mina Roe told The New Arab that their stylish designs seek to create a positive image of expecting mothers.

"Our brand was designed to positively change the way the world see pregnant women but more importantly, change the way they see themselves by creating a line that is modern, stylish and comfortable," Victoria al-Hashimi from the company's marketing and public relations told The New Arab.

The idea behind the brand started off with an expectant mother who struggled to find right-fitting clothes during her pregnancy.

"The brand is the brainchild of a young mother who found it extremely difficult to find stylish clothes during her pregnancies that fit the practicality pregnancy demands," Hashimi told The New Arab.

"She would buy regular clothes in bigger sizes but the fit was never right. We studied the ins and outs of fashion, took a year to research what women truly wanted and then launched the brand."

Mina Roe has been a hit with women in the region as well as beyond.

"Our brand is currently booming in the region and across the world. We boast a 2 percent [sales] return rate and we're so grateful to all our amazing customers and our entire team," Hashimi said.

While the company is proud to be recognised by the likes of A-list celebrity Beyonce, they maintain their brand reaches out to all expecting mothers.

"We love all the expectant moms who choose to style their bump in Mina Roe, whether celebrity or not; they have all made the brand what it is today."

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