A hand-sewn prototype for Christine Kininmonth’s first ever invention, BellyBelt®, came from her Earth-friendly mantra of Refuse, Reuse, Repurpose, Recycle. The buttons and buttonholes sewn into elastic allowed the former TV Newsreader to repurpose her normal work clothes into maternity wear for her first pregnancy. Three more children, and more brands later, and the venture she co-founded with business partner Peter Hooker, Fertile Mind, is an award-winning success story, with products sold in 25 countries including leading maternity chains in the US and United Kingdom.