Midwives will go on to assist around 150,000 births over the next three months, through the peak of the Covid-19 virus. Olivia Swift, Director of Lotus Maternity has therefore chosen to help in the best way she is able during the pandemic and return to work as a midwife, after being asked by the Nursing and Midwifery Council (NMC) to join the temporary coronavirus emergency register.
Swift who manages the multi award-winning maternity brand had her midwifery registration reinstated by the NMC on Friday, after opting in to return to clinical work to support the understaffed and overstretched hospital services. Swift finished working as a midwife two and half years ago to work for Lotus Maternity full time.
Swift comments, “Although it has been some time since I have worked clinically, I feel more staff working on the frontline is what is needed during the current crisis. It is an emotional and difficult time for all small business owners at the moment where many things are out of our control. Our local Nottingham factory, where we have our beautiful nursing wear range and nursery products made have had to close and whilst we carry a small amount of stock, we are unable to launch new products for our Spring/ Summer collection.
Thousands of women are pregnant and giving birth during this time, so we have had to also adapt the services we offer to them, for example, all of our postnatal support groups have moved online and we will endeavour to continue providing these vital services to women who often feel isolated with a newborn, let alone with all the stay at home measures.”
Swift facilitates many postnatal education courses across Nottinghamshire and encourages women to feed comfortably and confidently in public with Lotus Maternity and her unique, UK made nursing tops. Staying true to the brand’s strapline of ‘Designed by midwives for mothers’ she will now continue to supply orders whilst stocks last, support her loyal customers and the mothers engaged in her services, whilst working these commitments around her new responsibilities of supporting women once again in childbirth.
