Meet Ariane Goldman: founder and CEO of HATCH and twobirds New York. She started her career at American Express, where she worked in the global firm’s marketing department for eight years. In 2007, Ariane left American Express to launch twobirds New York, a collection of bridesmaid dresses designed to tie in over 15 ways to flatter women of all shapes and sizes (thus killing two birds with one stone). She solved the very real need for versatile investment pieces for the millions of bridesmaids who want to look and feel beautiful while celebrating the milestone of a loved one.
In 2010, Ariane was newly pregnant with her first daughter when she grew frustrated by the lack of stylish wardrobe options for expecting women. She saw yet another void in the market for chic, timeless pieces that women could invest in during pregnancy and continue to wear afterward. What began as a line of classics has now evolved into a full lifestyle assortment, featuring ready-to-wear, intimates, accessories, and beauty.
Today, Ariane continues to nurture the growth of both twobirds New York and HATCH. She is focused on developing the HATCH retail presence throughout the United States, where at its New York and Brentwood stores, she is creating a physical community space that provides education, information, and connection for expecting mothers and all women.
Follow Ariane and her two companies on Instagram at @arianegoldman, @twobirdsnewyork, and @hatchgal on for more details into her daily life and growing businesses, and be sure to check out Hatch Collection and twobirds New York.
October 7, 2019
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How did the idea behind HATCH come to be:
When I was pregnant with my first daughter in 2011, I couldn’t find timeless maternity pieces that made me feel confident, stylish, and the most like me. I wanted to celebrate my changing body, not hide behind it, and there wasn’t a brand speaking to me during this incredible moment in my life.
What does work-life balance mean to you:
Work-life balance means accepting that sometimes the pendulum swings more in one way than the other, and finding acceptance and forgiveness in that. But generally speaking, I try to always get my kids dressed and out the door in the mornings. I love to do drop-off, especially if I know that I have to be out that night. Weekends at our beach house are when we all get to exhale together and just soak up the love.
View Ariane's Essentials
Who has had the biggest impact on your career:
I look at my mother as someone who has inspired me from day one. She’s fierce, determined and has always taught me to work hard, but always with a sense of humor.
Favorite place to shop for kids clothing:
You decompress each day by:
A hot bath, or a dirty martini.
Favorite family rituals:
Cuddling in bed on a Saturday morning followed by a fun breakfast.
Share your biggest guilty pleasure:
Traveling with my husband and not my kids.
Describe your personal style:
A bit of uptown mixed with downtown. High meets low. Polished cool but always relaxed and easy.
What apps and gadgets can’t you live without:
My phone. Bus Tracker. Amazon!
Connecting all mamas-to-be, new mamas and women wherever they’re at on their journeys. Opening more stores, creating more products and helping empower our customers through information, education and each other, both IRL and online.