Hot Mama Gowns: What Happened After Shark Tank

Hot Mama Gowns: What Happened After Shark Tank

Founded by Deidrea Haysel, the company aimed to revolutionize maternity wardrobes with their stylish, comfortable, and functional designs. The gowns were crafted for expectant and new mothers, offering a chic alternative to traditional hospital gowns.

Despite initial enthusiasm, the brand’s journey post-Shark Tank was filled with unexpected turns and challenges, ultimately leading to its closure. This article explores the story of Hot Mama Gowns, from its promising beginnings to its unfortunate end, offering insights into the realities of entrepreneurship.

What Is Hot Mama Gowns?

Hot Mama Gowns was a unique concept in the maternity market, aiming to offer comfortable and stylish alternatives to the drab, uncomfortable hospital gowns typically provided during childbirth [1]. The gowns were made from 100% organic cotton, ensuring softness and breathability. They were also designed with short sleeves to allow for IVs and blood tests, making them functional as well as fashionable.

What Is Hot Mama Gowns?

Hot Mama Gowns emerged as a premium alternative to the standard-issue hospital gowns. Deidrea Haysel’s vision was to craft maternity gowns that were not only comfortable but also functional and stylish for mothers. These gowns came in a range of sizes, from XS to XXL, designed to be worn both before and after labor.

What set Hot Mama Gowns apart was the exclusive use of 100% organic cotton, emphasizing the company’s commitment to producing eco-friendly and sustainable products.


  • Quality and Comfort: One of the main selling points of Hot Mama Gowns was the quality of the materials used. The gowns were made from 100% organic cotton, providing a level of comfort that standard hospital gowns often lack. The softness of the material, combined with the stylish designs, made these gowns an attractive alternative for expectant mothers;
  • Functional Design: Despite their fashionable appearance, the gowns weren’t just about looks. They were designed with practicality in mind. The short sleeves made it easy for medical staff to access the wearer’s arms for IVs and blood tests, a crucial consideration during labor and delivery;


  • Business Model and Pricing: While the idea behind Hot Mama Gowns was innovative, the business model and pricing strategy were problematic. After failing to secure a deal on Shark Tank, Haysel continued to run the business independently for the next two years. However, without a significant reduction in the price point, the gowns remained inaccessible to many potential customers;
  • Attitude and Presentation: Another issue was Haysel’s attitude during her Shark Tank pitch. According to reports, she displayed a rude and argumentative demeanor toward the Sharks, which may have contributed to her failure to secure an investment [2];

Who May Benefit From Using Hot Mama Gowns?

  • Expectant Mothers: Given their primary purpose, expectant mothers stand to benefit the most from Hot Mama Gowns. The gowns are designed to replace the standard hospital gowns with something more comfortable and stylish, making the birthing experience a little more pleasant;
  • Breastfeeding Mothers: Hot Mama Gowns were specifically designed with breastfeeding mothers in mind. They offer easy access to nursing, which can be a significant advantage during the early days when mothers are still getting used to breastfeeding;
  • Women Who Value Organic Products: The gowns are made from 100% organic cotton, which can be a selling point for women who prefer organic materials due to environmental or health reasons;
  • Women Seeking Comfort and Style: Unlike typical hospital gowns, Hot Mama Gowns were designed to be both comfortable and fashionable. Women who want to maintain their style during their hospital stay may appreciate these gowns;

About Founders Of Hot Mama Gowns

Becoming a new mother can sometimes prove to be a perplexing and unsettling journey, even though it heralds an extraordinary transformation in a woman’s life. Deidrea Haysel had firsthand experience of this during her postpartum hospital stay following the birth of her daughter [3]. The standard-issue hospital attire provided to all patients during their stay hardly flattered anyone and was undeniably far from comfortable.

As anyone acquainted with hospital stays would attest, these garments left little to the imagination due to their invariably open backs. New mothers shouldn’t be burdened with fretting about preserving their modesty when their focus should be on nurturing their newborns. That’s when Haysel had an epiphany.

Shortly after Haysel and her daughter were discharged from the medical facility, she sprang into action. Unimpressed with the existing maternity wear options in the market, she took matters into her own hands and commenced designing attire tailored for expectant women. Her goal was to cater to a wide range of body shapes and sizes, so she decided to craft gowns in sizes 2-24.

About Founders Of Hot Mama Gowns

Hot Mama Gowns, according to Haysel, was a brilliant concept bound to captivate women. Each gown would be crafted from organic cotton, ensuring a level of comfort far superior to that of hospital gowns. Moreover, it would feature rear coverage, addressing the inadequacies of hospital attire. All in all, it seemed like a rather ingenious idea, prompting her to pitch it on ABC’s Shark Tank in the hopes of securing a business partnership.

To truly achieve success, she recognized the need for financial backing and the right marketing connections.

The Pitch Of Hot Mama Gowns At Shark Tank

Haysel steps into the Shark Tank seeking a $ 30,000 investment in return for a 20% equity stake in her business, Hot Mama Gowns [4]. She proceeds to describe to the Sharks the challenges and embarrassment she faced during her postpartum hospital stay after giving birth. Haysel recounts her personal experience of having to use two gowns to ensure her backside was adequately covered and how these gowns made breastfeeding nearly impossible. Her solution was to create a line of gowns designed to address these issues.

Hot Mama Gowns are exceptionally soft, being crafted entirely from 100% organic cotton. They feature short sleeves, accommodating IVs and blood pressure checks, and they come with buttons down the back to provide mothers with the desired coverage. Moreover, these gowns are designed with breastfeeding in mind.

Haysel’s overarching mission is to provide mothers with the clothing they deserve. She believes that women in this stage of life deserve to feel beautiful rather than uncomfortable or embarrassed. She emphasizes that her target market is the maternity industry, which has been steadily growing and is currently valued at $ 4.5 billion since 2002.

However, when Daymond John inquires about the sales figures, Haysel reveals that Hot Mama Gowns, which started in 2009, has generated only $ 11,500 in sales. She tries to explain that she has been managing orders while juggling her day job and family responsibilities, but the Sharks stress that current sales are a crucial indicator of a business’s value. Haysel counters by highlighting that her company has no debt and hasn’t taken out loans, and she has $ 20,000 worth of fabric ready for production.

Kevin O’Leary appreciates her determination and tenacity but wants to understand her growth strategy. Currently, Haysel relies on customers coming to her for orders, with some retailers expressing interest. However, her limited production capacity results in a high per-gown cost of $ 119 compared to a manufacturing cost of approximately $ 49 per unit, including packaging.

O’Leary passes the floor to Daymond John, who has strong connections in the fashion industry, to discuss her brand’s promotion. Haysel points out that pregnancy is not a passing trend, and with the right connections, Hot Mama Gowns could thrive. John, however, believes that $ 30,000 isn’t sufficient to kickstart the business. Haysel proposes using the investment to purchase more inventory upfront instead of gradually.

Despite Haysel’s engaging personality, Robert Herjavec notes that she hasn’t directly answered critical questions about the business’s growth, marketing, and costs. O’Leary concurs, stating that she lacks the necessary answers. He views the path to success for Hot Mama Gowns as lengthy and chooses not to invest his time or capital.

Barbara Corcoran suggests the possibility of a “one size fits all” gown to reduce manufacturing costs, but Haysel emphasizes the importance of offering various sizes to avoid the uncomfortable association with traditional hospital gowns. Later, John asks if she considered licensing her design to other gown companies, but Haysel dismisses the idea, fearing they won’t uphold her standards. Disappointed with her responses and excuses, John declines to invest.

The Pitch Of Hot Mama Gowns At Shark Tank

Herjavec and Harrington also decide to pass, citing Haysel’s inability to provide straightforward answers and dedicate enough time to the business. This leaves Corcoran as the sole remaining Shark. Despite her reservations about Haysel’s mindset, Corcoran extends an offer of $ 30,000 for a 40% equity share in the business, emphasizing the need for a significant time investment to revamp the product [5]. She also proposes creating more affordable gowns in small, medium, and large sizes. Regrettably, Haysel cannot accept the 40% equity loss and walks away without an investment.

Hot Mama Gowns After The Shark Tank

Despite receiving an offer from Barbara Corcoran on the show, Deidrea ultimately decided not to accept it due to disagreements over the terms that were proposed. Maintaining the ability to cater to diverse body types had always been a fundamental aspect of her mission and the very reason she initiated the business. This was a commitment she couldn’t compromise on.

However, the decision not to partner with Barbara didn’t signify the end of Hot Mama Gowns. She managed to reduce the retail price of the gowns from $ 119 to a more affordable range, around $ 70 to $ 90 per gown [6].

Deidrea dedicated herself to Hot Mama Gowns on a full-time basis and initially saw success. She remained active on Twitter, eagerly receiving feedback from the mothers who purchased her product. She maintained a strong connection with her customers, always enthusiastic about hearing their stories. Unfortunately, the fortunes of Hot Mama Gowns took a downturn, with Twitter updates ceasing in January 2013.

The Hot Mama Gowns website was subsequently taken down, and the product was no longer available on Amazon. However, women seeking more comfortable gown alternatives during maternity can still find various options. A quick search on Amazon will yield a variety of styles and fits to suit their needs.

Hot Mama Gowns: Business Prospects And Strategy

Sales Growth

Hot Mama Gowns initially experienced slow growth in sales, generating $ 11,500 in total sales revenue within two years of appearing on Shark Tank. Deidrea Haysel, the founder, continued to focus on expanding her maternity wear business. 

Online and Retail Outlets

Haysel sought to expand her market presence by tapping into both online and retail outlets. The brand’s stylish maternity gowns were available through its website and various retail locations. Haysel worked to make the gowns more affordable, reducing the price range from $ 119 per gown to $ 69-$ 89 by addressing production costs and materials.

Hot Mama Gowns After The Shark Tank

Marketing and Advertising

Hot Mama Gowns used various marketing and advertising strategies:

  • Social Media Presence: They utilized platforms like Twitter to connect with their target audience, engage potential customers, and showcase their fashionable maternity clothing. They shared images and testimonials from satisfied customers;
  • Blog and Online Content: In addition to social media, the company produced blog content on its website, offering valuable information for expecting mothers. This content built trust and credibility among their audience while promoting their gowns as a product designed for new mothers;

Distribution and Retailers:

The company aimed to expand its presence in retail stores and explored partnerships:

  • Lowering Price Points: Haysel reduced the gown prices to make them more attractive to retail partners and consumers;
  • Exploring Retail Partnerships: They targeted retail stores to carry their products, increasing visibility and market reach;

Business Connections

Hot Mama Gowns sought to build connections and partnerships to expand its distribution channels:

  • Trade Shows and Events: They could have participated in trade shows and industry events to showcase their products and connect with potential retail partners;
  • Building Strategic Partnerships: Exploring partnerships with other businesses in the maternity and baby care niche to create complementary product offerings;

Pricing and Availability

Hot Mama Gowns adjusted its pricing and product options:

  • Retail Price Range: Initially priced at $ 119 per gown, they later reduced the price range to $ 69-$ 89, making the maternity wear more accessible to a broader audience;
  • Product Options: Hot Mama Gowns offered various sizes, ranging from extra small (XS) to double extra-large (XXL) to accommodate different pregnant women’s needs;
  • Availability: While in operation, customers could purchase the maternity clothing through the company’s website;

The Net Worth Of Hot Mama Gowns

Hot Mama Gowns, a company that once pitched on Shark Tank, is no longer in operation as of 2023. At the time of its appearance on Shark Tank, the company was valued at $ 1.5 million [7]. However, the current net worth of Hot Mama Gowns is essentially $ 0 since the company ceased operations.

The founder, Deidrea Haysel, had initially sought a $ 30,000 investment for a 20% stake in her business. Despite not securing a deal, she continued to run the business independently for a while. During this period, she managed to reduce the price point of her gowns from $ 119 to a range of $ 69 to $ 89. Unfortunately, these efforts were not enough to sustain the business, and it was eventually closed in 2013.

Alternatives To Hot Mama Gowns:

  • Lila Labor and Postpartum Gown: This gown has been rated as one of the best overall labor and delivery gowns. It is designed for both labor and postpartum use, making it a versatile option for expectant mothers;
  • Latched Mama Labor Dress: This dress is specifically designed for plus-size women. It is comfortable and stylish, allowing mothers to feel confident and at ease during labor and delivery;
  • Begg Maternity: Begg Maternity offers a range of maternity gowns similar to Hot Mama Gowns. They are comfortable and designed to accommodate the needs of pregnant women;
  • Tilly Maternity: Tilly Maternity is another brand creating comfortable maternity gowns. These gowns are designed with the comfort and needs of expectant mothers in mind;

The Net Worth Of Hot Mama Gowns

Remember, while some women prefer to purchase their own labor and delivery gowns for comfort or style reasons, others find the standard hospital gowns to be sufficient. It ultimately comes down to personal preference.


  1. What is Hot Mama Gowns made of?

Hot Mama Gowns are made of 100% organic cotton, ensuring comfort and quality for expectant and new mothers.

  1. Where is Hot Mama Gowns located?

Hot Mama Gowns was primarily an online-based business operated by Deidrea Haysel. While the exact location may have changed over the years, the business served customers across various locations.

  1. Where can you find all Shark Tank episodes?

Shark Tank episodes can be found on various platforms, including streaming services like Hulu, Amazon Prime Video, and the official ABC website. You can also purchase episodes on platforms like iTunes and Google Play.

  1. What is the most popular Shark Tank episode?

Determining the “most popular” Shark Tank episode can be subjective and dependent on various factors like viewership numbers, memorable pitches, or successful deals. There have been many noteworthy episodes featuring well-known companies, products, and entrepreneurs.

  1. How many episodes has Shark Tank had?

As of 2023, Shark Tank had produced over 250 episodes spanning multiple seasons. The show has continued to air new episodes since then, so the total number may have increased.

  1. Do the “sharks” get paid?

The “sharks” on Shark Tank do not receive a salary for their appearances on the show. Instead, they invest their own money into the businesses they choose to partner with.

  1. Is Shark Tank on Amazon Prime?

As of 2023, some seasons of Shark Tank were available for streaming on Amazon Prime Video. Availability may vary by region and change over time, so it’s advisable to check the current status of the platform.

  1. Has Shark Tank made anyone rich?

Yes, several entrepreneurs who appeared on Shark Tank have experienced significant success and become wealthy as a result of the deals they made on the show. Some of these entrepreneurs have turned their businesses into multi-million dollar ventures.

  1. Has anyone been on Shark Tank twice?

Yes, there have been instances where entrepreneurs appeared on Shark Tank more than once. Some entrepreneurs who didn’t secure a deal on their first appearance returned in a later season with a modified pitch or improved business strategy.

Has anyone been on Shark Tank twice?

  1. When did Shark Tank Season 1 end?

The first season of Shark Tank concluded on February 5, 2010.

  1. How much does a Shark Tank cost?

The cost for a contestant or entrepreneur to appear on Shark Tank primarily involves giving up a percentage of their business in exchange for investment from the sharks. The specific terms of the deal, including equity and valuation, are negotiated during the show.

  1. How old are all the sharks?

The ages of the sharks on Shark Tank can vary from season to season. The sharks include successful entrepreneurs and business moguls from various industries, and their ages differ.

  1. How do sharks make money?

The sharks make money through their investments in the businesses featured on the show. When they offer entrepreneurs funding, they typically negotiate for an equity stake in the business, meaning they become co-owners. As the businesses grow and become profitable, the sharks share in the financial success of those businesses. Additionally, they may use their expertise and resources to help the businesses they invest in expand and succeed.

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