The Conception of Cinch by founder Charlene Williams
"Cinch was created out of a fear of developing a pregnancy induced muffin top. When I was pregnant with my first son Tom 7 years ago, I was more relaxed then a lot of other moms about the thought of an after pregnancy tummy. As a child I was fascinated watching my mother, an Ob-Gyn, wrapping new mommies’ stomachs after they had given birth with a long piece of cotton cloth. She told me that this tradition was carried down from many generations to help flatten tummies after birth.
As soon as I delivered Tom, my mom took out her white cotton band and wrapped my post-baby belly. With this family secret, I thought I had it made. Every time my mom wrapped me we would need to call my husband in for an extra hand. It was a tug-of-war between my mom and my husband while I held my breath to suck in the last inch. I was determined to look good ASAP. The whole ritual took 15 minutes three times a day. It gave me the results but I thought to myself there must be a better way. I searched to see if there was a belly wrap out there that would produce the same results comfortably and with more ease. The only thing I found was something that looked like a bandage with Velcro on the ends crossing over your tummy to secure it. It was bulky, itchy and gathered on the sides when I’d bend, making it uncomfortable. Not to mention you have to buy a smaller size every time you lose just a few inches. My stomach did not feel the same tightness compared to when my mother wrapped my stomach.
After my second son, Jack, was born 2 years later, my body was not as forgiving. I realized I could not produce the same results with the wraps. Out of frustration and necessity, I knew my calling was to make a better wrap that will concentrate on the belly. When the kids were finally asleep one night, I could not keep the excitement from my husband any longer. I could see in his eyes the tug-of-wars were wearing him down. Sparks of ideas started flowing out and we talked all night.
From our science backgrounds, we have a good knowledge of muscles, skin and the tummy functions. Through our art backgrounds, we have an appreciation of beauty and creativity in design. With the marriage of the two backgrounds, Cinch was born. My husband surprised me with a gift of a sewing machine. It took us two hours to just thread the needle through the machine. I was very touched to see my husband’s full support when he presented me with the first prototype of the Cinch and then many revisions pursued.
I was unwilling to settle for second best. It did not matter how long it would take to make sure that Cinch would be one of a kind. I combed many places to source out the very best quality of materials to provide comfort and the feel of luxury. Piles of sketches and fabric designs took over my workspace. Juggling a full time career, motherhood and relentless passion for the Cinch, when the juggling act proved a challenge, I was reminded by some of my role models such as Oprah, Martha Stewart and my mom who believe that in order to be successful you can not just be ordinary but you need to be extraordinary.
After three years of development, I am proud to introduce the Cinch. It motivates new moms to get back to their healthy shape with a single wrap. The Cinch focuses on the stomach with its function and added support with the double wings. New moms are uplifted by seeing their progress with the inner measuring reference to see their results. The sophisticated design offers new moms a luxurious feel and a new confidence. This concept of blending beauty of the arts with scientific functions heighten Cinch’s originality.
Along came Kate, my precious daughter two years later. I realized that a happy healthy mom fosters happy babies. With the Cinch firmly wrapped around my tummy, I can truly shout “Losing your baby weight is a …. Cinch”.
- Charlene Williams
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