Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these business owners.
There’s nothing like the thrill of bringing home a new bundle of joy. While this was certainly true for Claire Mercieca, a former corporate lawyer, the experience also sparked a business idea.
“A few months into nursing my firstborn in 2020, I realized none of my nursing bras or tanks were comfortable to wear. I also suffer from eczema and psoriasis, so certain fabrics really bother my skin,” recalls Claire, who decided to take matters into her own hands.
After conducting extensive market research and tapping her personal savings, Claire launched Embrace, her womenswear and intimates brand, in 2022. “In a world of intimates still dominated by underwire bras or synthetic materials, women were looking for intimates that felt softer, lighter, and more intuitive to wear,” says the Singapore native.
Today, Embrace offers a curated assortment of minimalist essentials, including nursing tanks with built-in bras, everyday bras crafted from Austrian beech tree fibers, high leg briefs, and more.
Below, Claire opens up to Good Housekeeping about her entrepreneurial journey, Embrace’s mission, and the brand’s plans for growth.
How did your experience as a new mom lead to the launch of Embrace?
The idea behind Embrace stemmed from a challenge I faced—one that many women do. A few months into nursing my firstborn, I realized none of my nursing bras or tanks were comfortable to wear.
I also suffer from eczema and psoriasis, so certain fabrics really bother my skin. Most of the available options were—and still are—made from polyester and nylon. I was also a 32E cup when I was breastfeeding, running really hot, and my body felt uncomfortable. So, I was trying to fill this void in the [maternity wear] market.
What makes the brand’s products so unique?
Initially, we set out to create beautifully made nursing bras and apparel that delivered gentle support without feeling restrictive. I wanted mothers to feel supported, but never compressed—to almost forget they were wearing a bra at all. We paired that philosophy with premium plant-based fabrics, beautiful workmanship, and an aesthetic that looked nothing like traditional maternity wear.
But as we evolved, we realized the gap extended far beyond maternity. In a world of intimates still dominated by underwire bras or synthetic materials, women were looking for intimates that felt softer, lighter, and more intuitive to wear. Today, we're creating elevated intimates and bra tops for all women, built on that same design philosophy.
Before Embrace, you were a corporate lawyer. How did your law background help with building the company?
Studying and practicing law gave me a lot of skills that are crucial to business. I like the rigor of researching and brought that into starting this business. It taught me how to think critically and communicate effectively to all of my suppliers and partners.
I didn't hire anybody—it was just me. The business was also funded with my savings. I had some stocks invested, and I liquidated them and put all of the money into the company. Thankfully, I also have a very supportive husband who believed in the idea.
Shop Embrace Womenswear
Can you share some of your best-selling products?
If I had to pick one, it would be the ribbed bra top, because we saw an opportunity to create a more elevated version. You have to wear a strapless bra with a camisole, and I don't know anybody who genuinely finds one comfortable to wear all day. It's also really hard to find a bra that can support you without shoulder straps.
Plus, plant-based fabrics have always been non-negotiable for me. When they're made well, they're softer, more breathable, and remarkably durable. Not all fabrics are created equal, and I believe quality is something you can genuinely feel the moment you put a garment on.
How do you want people to feel when they wear Embrace?
Like they're wearing something they never have to think about—in the best possible way. It's something we hear time and time again from our customer reviews: They reach the end of the day and realize they've forgotten they were even wearing our bra or bra top. To me, that’s the mark of a great design.
What’s on the horizon for the brand?
We have nine products right now and do a few things exceptionally well. We grow really, really slowly; it takes us a year to make one thing. As we expand, I want to remember the importance of quality and respect the materials we use. We're currently developing a new fabric, and it will take some time. That’s what I want to see next.
