Ariane Goldman is used to creating businesses out of necessity. 12 years ago, when she was planning her wedding, Goldman was unable to find a bridesmaid dress that would work for her group of friends who had very different body shapes. So, she launched her own line of bridesmaid dresses, Twobirds. Then, when Goldman was pregnant with her first child in 2011, she was surprised at the lack of stylish maternity options available on the market, so she founded HATCH–a brand designed to make each moment – pregnant or not – enjoyable, rich, and fun. 

Rent the Runway visited Goldman at the HATCH headquarters in NYC to learn more about the brand and get a behind-the-scenes look at the Fall 2019 collection.

Tell us about HATCH and how it all began. What was the inspiration behind creating a line that transitions from pregnancy to postpartum and beyond?

When I was pregnant with my first daughter Charlie in 2011, I couldn’t find stylish maternity essentials that I actually wanted to wear, that I could invest in and feel great about during this exciting time in my life. I wanted to celebrate my changing body and look as empowered as I felt.

HATCH brings together women across all life stages – how do you foster this meaningful sense of community?

We foster community through everything from events, panels, discussions and mommy-and-me classes at our stores, to one-on-one styling sessions, to hanging out with customers at our signature Cravings Bar. We foster it through our social media channels, where we’re constantly connecting with our customers and helping them through this exciting moment in their lives, and we’re building community as we go bigger into the content space with a new site launching in early 2020. Basically, wherever our customer is, IRL or online, we are there to help her through.

You’re a full-time entrepreneur and HATCH is your second baby! What did you learn from launching your first company that you brought to Hatch?

That going through an experience could give me the confidence to know I could fill a void in the market and offer solutions. And that when the light bulb goes off, I could act on it. I learned to trust the voice inside my head!

What’s the inspiration behind the Fall 2019 collection?

Fall 2019 is all about a polished, collegiate-prep vibe in the form of plaids, gingham and stripes, and layering essentials like blazers, cardigans and chunky knits. Think city girl goes to the country, and it all feels super luxe.

What’s the must-rent piece from the collection and why?

The Riviera Dress – you can dress it up or down. It’s a one-stop-shop of effortless chicness.

Now, let’s get personal. Give us your bio in one sentence:

I’m the Founder and CEO of HATCH and two birds New York. 

What does your typical morning routine look like?

No two mornings are the same, but it usually starts with getting one daughter ready for school and onto the bus and doing drop off with my younger daughter. From there it’s onto the office, or maybe a breakfast meeting or coffee or site visit for a future HATCH store! 

How do you get into the creative zone?

I find inspiration in textiles, fabrics, patterns–anything I can get my hands on that transports me into another world.

Any latest reads / podcasts / shows inspiring you?

I’m reading “Shoe Dog,” Phil Knight’s story about founding Nike. For podcasts, I love “How I Built This,” “Second Life” and “Glossy.” I’m also all about reading newspapers and magazines in print!

What’s your go-to work outfit?

High-waisted jeans and a blazer.

When the day is over, how do you unwind?

A dirty martini and/or a hot bath!

Get a full tour of the HATCH studio on our Instagram: