Her Story

When television presenter Christine Kinimonth fell pregnant, she had an idea that would become a successful and innovative product for many pregnant women, the Belly Belt.

Christine realised she was pregnant while on a Great White Pointer research trip off South Australia in 1996. “I was on the boat mashing up dead tuna with blood to attract the sharks, but still thought it odd that I felt so crook.” That pregnancy was the catalyst for Christine to begin her successful wholesale distribution business.

Unwilling to buy maternity suits for on-air appearances, Christine invented Belly Belt, a product that would turn her own pants, skirts and jeans into maternity wear. After hearing comment about how her invention was a great idea she decide to pursue it further.

Belly Belts are now sold in more than 500 stores around Australia including David Jones, Myer, Bras N Things, Target, Big W and baby stores. It’s also sold into more than 20 countries.

At the beginning of Belly Belts Christine and her husband had just bought a house and with only one income there wasn’t a cent to spare. She decided to jump in anyway and when a $10,000 bill for packaging arrived she put her car up for sale.

”Luckily for me, the man (Peter Hooker) who came to buy it loved my enthusiasm so much he bought into the business instead.”

Peter Hooker is Christine’s business partner to this day in Fertile Mind, a family-friendly company. Belly Belt has gone on to win a 2010 Australian Business Award for Best Product Value and an American parenting award. Christine works part time in her business and is a mother to four daughters. She’s also a judge on the successful ABC TV show “The New Inventors.”

Strategies for Success

1. Doggedness: No money, no skills, no contacts, no matter! Enthusiasm overcomes all setbacks.
2. Big plans: Start small, but don’t think small.
3. Willingness: To share you company early on. Ernst and Young Entrepreneurial Services told me that inventors who sell a portion of their company early are more likely to get bigger, faster.
4. Protect your intellectual property, especially in the major markets. 
5. Walk before you run: Don’t buy thousands of something until you’ve tested it in the market.