© 2012 Evymama Nursing & Maternity - Toronto's Only Breastfeeding Boutique
MyTownCrier.ca - October 24, 2011
Three months into launching her first breast-feeding and maternity wear
boutique Sarah LeMay-Kaplan thought her business would fail.
That was four years ago.
Today, LeMay-Kaplan, owner of Evymama Nursing and Maternity, is on the
verge of celebrating the grand opening of her second location on
Danforth Avenue, near Playter Boulevard.
Despite finding success, LeMay-Kaplan remembers clearly feelings of
insecurity that can come with opening a store. When she first opened up
the shop on Jane Street, LeMay-Kaplan was pregnant with her second
child.
“We opened September 1 and things went well in the beginning and I had
the grand opening that October and that was very busy and it was a big
hit and then in November things got really quiet and I got very afraid,”
she says. “I thought ‘oh my god, I’m going to fail before I’ve even
started.”
She decided to focus on promotion and says providing specialty products helped because she knew the market she wanted to target.
“I promoted it with everything I had because I think that’s the key with
small businesses, letting people know what you are and where you are,”
she says.
Like the flagship Evymama, the new store features bras that range in cup
size from A to M, lingerie and women’s fashions, including her own
label June and Dane.
She says she will give away a $1,000 wardrobe shopping spree for the
grand opening, which runs from October 14 to 16, as well as gift bags
for the first 100 customers at both locations.
She hopes her pieces will make moms who are breast-feeding feel more put together and confident.
“This is a beautiful part of your life and it shouldn’t just be this
foggy blur of sweatpants, it should be gorgeous,” she says.
As for her store, she hopes that moms who are awkward or shy about
nursing in public will feel comfortable enough here to take the plunge.
“I like to think of it as a very soft place to land, like going to your friend’s house,” she says.
The National Post - October 21, 2011
If you think shopping for nursing clothes necessarily constitutes a farewell to fashion, clearly you haven’t been to Singapore, as Sarah LeMay-Kaplan, founder of the stylish nursing and maternity boutique Evymama, tells Sarah B. Hood.
Q How were you drawn into this particular fashion niche?
A When I had my first child I was an avid fan of
breastfeeding. I would carry her around, and when she would nurse in the
carrier, I had to pull my shirt up, and that really exposed me. My
friend said, “I don’t know how you do that without a nursing top.” And I
said, “What’s a nursing top?”
I had to look around online, but I found some cute things. By the time I was expecting my second child, I had this idea of opening a breastfeeding shop — the only one in the city that actually had fashion pieces instead of drugstore things.
Q You opened on Jane Street four years ago, and
you officially opened a second shop on Danforth last weekend; what
prompted your expansion to the east?
A Initially people sort of shook their heads and said, “Omigosh,
another business on Jane Street that will fail.” I could see it in their
eyes; it just sounded insane to them. But it wasn’t long before the
whole neighbourhood knew about the store. We started to take Web orders,
because you’re sort of tied down with a baby, and a lot of people were
saying, “I wish you were out in the east end.”
Q Are there clothes for women who are working while they’re still breastfeeding?
A Most of the women who are pumping at work will go
right back into their pre-pregnancy clothes with a little nursing shell
underneath. We have cute little polka-dot pumping support bras so you
can pump hands-free and eat at the same time, because you’re going to
end up using your break time to pump. And, of course, the take-to-work
pumps.
Q Having done the research, what are the nicest clothes out there for pregnant and nursing women?
A I found almost nothing in Canada, although we are a
country that breastfeeds a lot, especially in urban centres. In Toronto,
96% of mothers will start breastfeeding. I’m finding the cutest nursing
wear seems to come from Singapore and Sweden, and I actually have a
house label now, called June and Dane.
We stock luxurious nursing bras and sexy nighties: real lingerie, because nothing’s changed; we just happen to be nursing now. Women come in and say, “That’s so pretty; do you have it in a nursing bra?” and we say “That is a nursing bra,” and their jaws drop.
Evymama is located at 266 Jane St., 416-913-0546 and 230 Danforth Ave., 416-465-9991, evymama.ca
Evymama Maternity & Nursing is out to quash two stereotypes: the new mom in baggy sweats covered in baby spit-up, and the hippie mom in Birkenstocks popping out a nipple and indiscriminately breastfeeding in public.
“The Roncey, High Park, Junction, Bloor West Village and Baby Point Gates areas have the highest birth rate in the country,” says owner Sarah Kaplan, explaining the store’s west-end location at 266 Jane St.
Evymama looks like a chic boutique, with racks of cheerful bright colours and bras that rival merchandise from high-end lingerie emporiums like Avec Plaisir.
After all, “you don’t want to wear a yucky old thing when your bra is exposed,” says Kaplan, mom to Talya, 6 and Remy, 4.
Goodbye boring, utilitarian nursing bras; bonjour lacy French numbers that cost $120. They might seem pricey, but not when amortized over two years (the standard nursing period).
Kaplan and her staff are trained in lactation management. It’s a double support system: the bras and the staff. Sizing is XS to XL in the clothing; bras run A to M cup.
“When I had my first child, I sewed all her clothes while on mat leave,” explains Kaplan. “Nursing stuff and cute maternity stuff was hard to find, and this end of the city had no maternity boutique. I wanted to focus on nursing. The nursing bras are a great selling point.”
Evymama is full-service, selling cocktail dresses, blazers and pants for the office, jeans and shorts — all machine washable. “People take babies to weddings,” Kaplan points out. “Mom needs a pretty dress.”
The dresses have a concealed nursing flap allowing mom to hide baby’s head.
Many women shop for maternity clothes when they can no longer do their pants up, and Evymama can fill in the gap with $39 belly bands. “We see them when they are three months pregnant and the pants and skirts stop fitting,” Kaplan explains. “We have a belly band, a stretchy tube that leaves the pants unzipped — but you can’t see them unzipped. It holds their pants up and gives them another month out of maternity wear.”
The clothes even work for the nonexpectant. “I wear maternity jeans to dinner and am comfy while everyone else is undoing their pants,” testifies assistant manager Amanda Kelly.
As for the store’s unusual name, Kaplan says it was a collaboration between her Italian mother, who suggested “bevi” (which means “drink”), and her husband, who preferred the name without the “b” and with an “i” instead of “y.”
PICK THREE
• Nursing camisoles have built-in bras, like the French lace cami from Bella Maternity line for $159. You could wear it clubbing after nursing.
• Their exclusive June & Dane dress with hidden nursing access in cotton/Spandex for $118.
• The Cache Coeur bra line, starting at $120, features metallic clips that spring back after feeding when mom can’t refasten the straps because she has her hands full.
BEST BUY
• Ambra “Waist Killer” $40 leggings feature a super panel extending high under the rib cage to suck you in. The staff calls them “cellulite busters.” Available in a capri version for $38.
ON DECK
• Kaplan plans to open a second store somewhere along Danforth Ave. later this year. “It’s just a matter of finding the right space, which is a long process,” she says.
• Evymama’s hands-free baby carriers can be test-driven at 10 a.m. on Tuesdays and 1 p.m. on Thursdays.
YoYoMama - March 29, 2011
"Breastfeeding can be an around the clock job, which often means living in nursing wear that begins to feel like a uniform (yoga pants and t-shirt sound familiar?) Finding functional clothing is easy, but fashionable and comfortable nursing wear? Another story entirely. Which is why love Evymama — a Toronto nursing and maternity boutique where mums can find fashion, comfort, and convenience in a one-stop shop.
Located in T.O.’s west end, Evymama is owned and operated by Sarah Kaplan, a mum of two who is passionate about fashion. Evymama is also Toronto’s only nursing specialty boutique, and the west end’s only maternity shop. Along with nursing tops, sleepwear, swimwear, yoga wear, and lingerie, Evymama has beautiful maternity and nursing-friendly dresses for any occasion. They carry Canadian labels such as Jules et Jim, and Bellyssima, plus nursing wear by Boob Design and Glamourmom, and the brilliant M Coat — a down-filled parka with a removable panel that fits around belly or babe. Evymama also offers plus- and petite-sized nursing wear.
Not just about clothing, Evymama has many babywearing options including slings, infant wraps, and Mei Tai carriers. Plus, they are well versed in the different carriers and benefits, so you’re guaranteed to leave feeling educated and happy about your purchase. The boutique runs baby carrier test-drives (Tuesdays 10 am & Thursdays 1 pm) where mums (or dads) can take baby on a neighbourhood stroll in any one of the carriers Evymama sells.
With training in lactation management, the Evymama team provides customers with nursing wear advice, and they offer lactation information, books, expert bra-fittings, and breast pump rentals and sales. So whether you have a baby in belly, or one attached to you 24-7, Evymama can help you retire that uniform and get back in style."
Canadian Wire Service - March 13, 2011
Toronto's Town Crier newspaper announced that Evymama Nursing & Maternity Boutique has again been awarded Silver standing in the category of "Best Lingerie Store" by the newspaper's local readership.
"It's quite an honour for us, as we cater only to a small segment of lingerie shoppers in the city: those who are pregnant or nursing. I'm of course thrilled that our customers voted for us again, and will strive to do even better in the future," says business owner Sarah Kaplan.
This is the third Silver award for Kaplan's Maternity and Breastfeeding boutique. The business will mark its four-year anniversary in the Summer of 2011.
/PRBuzz/ - December 21, 2010
Evymama Nursing and Maternity in Toronto, Ontario, Canada will be holding their largest ever Boxing week sale from December 26-31, 2010. The boutique's Canadian and international maternity wear labels will be discounted by up to 75%.
"We're very excited", says Evymama owner Sarah Kaplan, "as a small specialty maternity boutique, we don't often offer such considerable discounts on our products. The clothing is very niche, and well-made. All of our maternity wear originates from Europe, Canada, and the USA."
Nursing bra labels Bella Materna, Emma Jane, Royce, and Cache Coeur will be included in the sale, with selected styles discounted by 50%. The very popular Boob Design nursing clothing label from Sweden will be discounted by 15-40%, and new nursing wear line June & Dane, exclusive to Evymama in Canada, will be reduced by 40%. Selected baby carriers will also be reduced by up to 50%. Maternity wear labels on sale will include Jules et Jim, Noppies, Hatch, and Bellyssima.
Evymama Nursing & Maternity is located at 266 Jane Street, just North of Bloor, in Toronto. Street parking. Close to Jane subway station. See company website www.evymama.ca, email info@evymama.ca or call 416.913.0546 for full details. Evymama will have special extended hours during Boxing week.
Little Baby Steps Blog - April 22 2010
If you’re pregnant or a new mom and your body is starting to go through some changes and nothing fits right anymore you’ll be glad to know there is “SUPPORT” out there. Today we interviewed Sarah Kaplan, proud owner of Evymama maternity clothing boutique. Evymama specializes in maternity clothing that will make you feel comfortable and stylish in your new body. They are Toronto’s only breastfeeding boutique and have the best selection of nursingwear.
From sleep bras, comfort bras, and even your sexiest lace and diamond embellished bras (with matching panties of course) they have it all. The same holds true for maternity clothing. Evymama carries something for everyone whether it be yoga wear, swim wear, blue jeans, dresses or a complete corporate uniform you're sure to find something to suit the needs of your inner-diva.
Once we stepped into Evymama we immediately realized this was not your ordinary maternity store. We were presently surprised by the quality and vast selection of fashionable maternal wear. Most women believe that once their pregnant they must resort to the typical baggy shirt and loose pants ensemble. Evymama is everything but. Don’t be foolish by wasting your time and money in buying clothes that aren’t right for your body, this will leave you with two wardrobes. Sarah suggests sticking to your pre-pregnancy size when buying clothes.
Not only does Evymama speciazlize in maternity clothing but also their employees are trained in lactation management. Come in, stop by have a look around and/or get some helpful advice on breastfeeding. Evymama is a strong supporter of La Leche League whom assist mothers worldwide to breastfeed through mother-to-mother support. Karen had contacted them when she was having her own breastfeeding issues and found that they had great advice to offer her. Be sure to speak to an IBCLC (international board certified lacataction consultant) for all your breastfeeding needs in order to ensure the proper advice.
Evymama is located at 266 Jane Street in the lovely Toronto neighbourhood of Bloor West Village. Check out Evymama on the web at www.evymama.ca. There you will be able to browse through their complete inventory of maternal wear. However one bra you just have to see in person is the un-imaginable size “M” over shoulder boulder holder Bra.
We hope that the information we shared with you today about nursing wear will help assist you make the “BREAST” choice!
Mommy-Sentials:
The brand new Cache Coeur "Lisa" nursing bra with underwire pairs beautifully with the new "Lisa" thong, french knicker or bikini. Soft grey vintage and pink satin and french lace. Cache Coeur breastfeeding and maternity lingerie from France is beautiful, practical, and innovative. Soft, sumptuous French lace, and gorgeous detailing to add beauty to the happiest days of your life! Nighties, bras and camisoles have clever magnetic clips for nursing to make your life easier.
The jet black lace and microfibre of this new HOTmilk bra are decadently lined with a deep purple cotton, giving a richness and depth to the overall colouring. Embellished with a jet satin bow and diamante drop at the centre front, this set is exquisite. This bra provides excellent support without wire, and has easy, one handed nursing clips, and 6 hooks at the back to accommodate changes during pregnancy and after baby is born. Cups are fully lined with soft cotton.
Bella Materna ‘Anytime’ - Evymama's favourite Maternity & Nursing Bra offers the best support available without underwire! Easy pull-aside nursing access. This bralet is great for your last trimester and is a perfect first nursing bra! Wide set adjustable straps & ballet back give you great support and a sexy silhouette. 4-stage hook and eye closure at center back. Crafted in the USA from cool and quick drying Imported Italian Meryl, the fabric won’t fade or pill.
Mother love herbal company – Motherlove's best selling product for safely and effectively increasing breast milk. This product does not contain any milk, dairy, soy, egg, fish, shellfish, tree nuts, peanuts, wheat, or gluten.
Everythingmomandbaby.com - January 13, 2010
I wish I new of this store when Charlie was born and when I was pregnant.
This store has beautiful maternity wear and when I was a hard core nurser I could barely find decent nursing tops let alone stylish ones that would have helped.
Designer maternity jeans? Hello! They have 'em, nursing dresses that are made of the most comfortable fabrics, great t-shirts and blouses, professional maternity clothing as well so you are the hip, stylish mama to be in the office, I could go on and on. The ladies that work at evymama are extremely helpful and friendly.
So moms, got buy yourself a little something and don't feel guilty, they also have great carriers and mom and baby products, such as a special C-Section oil and perineum spray to help you heal quickly and soothingly. I got my Toddler Hawk there.
They are located on Jane Street just North of Bloor so since you're in Ukrainian town, go buy some perogies and kolbassa. Just tell hubby you're going grocery shopping and you found this great maternity breast feeding boutique and you had to go in....even though it's a little off the beaten path but you have perogies and kolbassa for him!
Yummy Mummy Club
As most mothers would agree, you can’t go wrong shopping for baby gear. The selection is endless.
For moms though, there just isn’t that much out there. Wanting to look like a yummy-mummy-to-be, shopping for maternity clothes was a big disappointment. The selection -- or lack thereof -- was unshapely and terribly boring. When my high-needs daughter was born, I needed some tricks to help both of us cope.
I discovered babywearing, but the sling my husband lovingly bought for me was just too big for my smaller frame. I needed a good nursing bra, but I had little help in getting a proper bra fitting to find my post-baby size. I realized that nursing clothes made nursing in the carriers so much easier. I could multitask by nursing with my hands free! Problem was: I didn’t have a good carrier and the nursing clothes available left something to be desired.
Like most mothers who become entrepreneurs, I was inspired by my own experience. More specifically, I saw some to gaps in the ‘new mom’ market during my own pregnancy and early days of motherhood. Toronto has some wonderful baby stores but there is little catering to mothers’ needs at this exciting but overwhelming time in our lives.
I started to dream of a boutique that would serve moms from pregnancy through to their nursing days. I didn’t need to do extensive market research to realize that breastfeeding mothers in Toronto are common: According to Toronto Public Health, there is a 96% breastfeeding initiation rate. My vision was to create a store that would make women comfortable and would provide beautiful maternity and nursing clothes and a wide, versatile selection of baby carriers.
Between my first and second baby, I came up with Evymama. After finding a great spot in Bloor West Village in Toronto, I set about sourcing top quality clothes from beautiful labels around the world. I wore Remy in a sling during the construction of the store and the early days of our opening. Two years later, we continue to feature high-end clothes and carriers in our bricks and mortar boutique as well as online. We feature local designers as well as clothing from around the world.
Twice a week, mamas, papas and babies can test drive our baby carriers by taking a walk around the block before they buy. Our selection of nursing and maternity bras is unmatched: from A to M cup. Our staff is trained in how to find just the right bra size so customers leave the store with a well-fitting high quality product.
While I am proud of my success and grateful for the tremendous support I’ve received from my community, there have been challenges too. Building a business from the ground up hasn’t been easy. Some lessons I have learned along the way that I would share with others moms with a great business plan:
Entrepreneurialism is about more than just a good idea. Having a good idea makes a business case but you need constant promotion and attention to customer service to really succeed. Mothers talk! Promotion and word of mouth is key to establishing a network. Every customer interaction is critical.
Force yourself to take days off. With so much at stake, it is too easy to work around the clock. I have to recognize my limits. Every Saturday is family day.
Hire talent that complements your vision. Don’t be afraid to hire people who are better than you at certain things as they will round out your skill set. Also, I often have pregnant or nursing moms serving our customers. I’ve hired students, moms new to Canada and moms transitioning back to work.
I worked around the clock to get the store up and running and needed to: only one in five small businesses survive in Canada beyond their first year of business. While working in retail is extremely demanding, I do have some flexibility to be with my two children. I have also had the great satisfaction of meeting and helping to clothe many mothers the past two years.
Opening a store had been difficult but extremely rewarding. I am not looking back!
The Town Crier - February 19, 2009
Evymama Nursing and Maternity Boutique has been named a Silver Award Winner as Toronto’s Best Lingerie store, once again affirming it as the city’s premier boutique for maternity and nursing bras and beautiful lingerie.
The Best in Town Award was announced in the February, 2009 edition of the Bloor West Town Crier. Awards were voted on by readers and selections were chosen among all stores in Toronto.
“We are very proud of this award because it was voted on by our customers,” said Sarah Kaplan, owner of Evymama. “Since opening in 2007, we have dedicated ourselves to providing Toronto moms and moms-to-be with maternity and nursing lingerie and clothing that will compliment their glow.
“Finding nursing bras and maternity lingerie that makes women feel sexy and comfortable while nursing or pregnant is always our goal. We offer the best complement of nursing bra sizes carried by any store in Toronto, Canada or the world. Moms should feel great about their nursing bra choice and wear one that fits and looks great. That combined with our expert trained staff ensures that women no longer have to suffer through the pain of wearing ill-fitting and unattractive lingerie while nursing and pregnant.”
Kaplan was admittedly surprised by the award.
“Many of our customers come to us for nursing and maternity lingerie, in addition to their nursing and maternity clothing. But to be honoured in a category that is open to all lingerie shops in the city is quite humbling.”
Evymama Nursing and Maternity Boutique is located at 266 Jane St., just north of Bloor St. The boutique carries nursing and maternity lingerie and accessories, a full range of nursing and maternity clothing, and a wide selection of baby carriers. Free bra fittings and baby carrier demonstrations are offered by the \evymamas seven days a week.
The store is open daily from 10 am to 6 pm, open until 8 pm on Thursdays and from 12 noon to 4 pm on Sundays. To reach Evymama, visit evymama.ca or call 416-913-0546.
Toronto Sun - January 22, 2009 - by Rita Demontis
We know the city just brims with beautiful maternity shops. But -- a breastfeeding boutique? Evymama is an absolute gem, an exquisite nursing and maternity clothing, bras and lingerie shop that not only makes a pregnant mama look fabulous but feel fabulous, too! It's Toronto's only nursing specialty store. I drive by this shop every day and the storefront fashion alone is worth stopping the car in the middle of rush hour traffic.
Along with breastfeeding clothing, there's also stylish nursing tops, dresses, sleepwear, eveningwear, lingerie, loungewear -- the list is endless. There's also expert bra fitting for nursing bras and clothing, diaper bags, baby carriers, slings, wraps and breastpump rentals and sales.
"We are mothers, and we know mothering," says owner Sarah Kaplan, trained in lactation management by INFACT Canada. "Our experienced staff can point you to the right books, fit you correctly for a new bra, teach you babywearing, help with breastfeeding troubles, and advise you on your pregnancy and nursing wardrobe. And we especially love to talk to other mamas, so grab a comfy chair in the nursing lounge and enjoy a shopping experience designed for mothers, by mothers."
- Evymama Nursing and Maternity Boutique, 266 Jane St. (north of Bloor St. west side), 416-913-0546, evymama.ca, Mon.-Fri., 10 a.m. to 6 p.m., (Thurs. to 8 p.m.) Sun., noon to 4 p.m.
The Town Crier - October 1, 2008 - by Kelly Gadzala
YUMMY MUMMIES: Sarah Kaplan calls her store Evymama a breastfeeding boutique, but it features practical, stylish and sexy fashions for moms and mothers-to-be in child friendly environment.
Sometimes a gal’s gotta go beyond her shopping boundaries.
So when Evymama owner Sarah Kaplan invited me — a single, childless chick — to check out her Jane St. breastfeeding boutique one September afternoon, I figured the time was ripe for some personal retail growth.
On my way, I thought of my twin sis. A mother of three kids age five and under, she could (like she has the time) write a book on being tired. And being patient. And feeling like there’s nothing in the closet to wear that she is comfortable and confident in.
All I can say is, I wish my sis lived closer to Evymama: if she did she’d be hanging out in the back lounge area with other nursing yummy mummies.
Touting itself as Toronto’s only breastfeeding boutique, the year-old store may be in its infancy, but it’s not infantile when it comes to a savvy shopping concept. A cross between a baby, lingerie and maternity shop, Evymama specializes in clothing and accessories for expecting and nursing mommies.
The boutique is a joy because Kaplan lives what she does, actively promoting a supportive maternal sisterhood of sorts. Her two young children are with her in the store most days, as are the tots of her staff members who are all moms. The day I visit, the boutique is buzzing with moms, strollers and babies, so much so that I’m not sure who’s working there and who’s not.
That’s part of the appeal of this shop, where many a harried mom, Kaplan says, have been known to pop in with the little one to sip tea and bend a sympathetic ear. Though I’m not a yummy mummy, I dig that homey family vibe.
Half the shop is hung with nursing clothing and the other with maternity wear — a helpful distinction for sleep-deprived moms, I’m sure. On the back wall, there are gorgeous lacy nursing bras and matching thongs and panties. Who says moms can’t be sexy?
Why not, not indeed? Sure, there are serviceable bras for new and nursing moms, like the boutique’s most popular bra line, Bella Materna, made of a comfy, fast-dry fabric called meryl. They come in basic colours, without wires and with flexible ones (Kaplan tells me it’s better to go with a wireless bra for the first three months of nursing and then switch to flexible only).
Sexier bras include the Cache Coeur collection, from France and exclusive to the store in Ontario. There’s a darling powder pink one with a tiny jewelled heart at the front and magnetic clasps on the straps — love that combo of sexiness and functionality — for $100. Matching thongs, French-cut panties or lacy boy shorts will make mom one hot mama.
On the nursing side of the shop, comfy, casual yet stylish jersey knit tops and dresses by a Swedish company Boob prevail. No matter their style, each piece has a flap that can be lifted up for easy access.
There are all sorts of top varieties, like the simple black-short-sleeved one Kaplan is wearing to the boat-neck navy tunic for $120.
The raspberry red dress called “lipstick” with ties in the front, $160, is so darling I’d consider wearing it. Ditto for the purple maternity wrap dress by the same label, $150. Kaplan tells me non-moms have tried on some of these very same items, so I’m reassured my impulse isn’t a fashion faux-pas.
The extra mommy-friendy thing about Boob is its pieces are certified by a third-party, Oko-Tex, that they don’t contain toxic substances.
There’s a growing trend in the baby biz, Kaplan says, to go green. One of the dozen or so brands of baby carriers Kaplan carries, made by Toronto-based company Ollie Golightly, are made of organic cotton and linen, $150 and $130 respectively. With silk-screened designs over vegetable dyed fabric, the slings are fashion statements Mother Nature would also be proud of.
On the maternity side of things, there are casual pieces like jeans by Boob maternity, $145. They’d go perfectly with the purple boiled-wool belted cardigan, $100, by Belly Ssima, a Quebec brand Kaplan says is exclusive to Evymama in Toronto.
For the ma with a social life, a gorgeous black silk sleeveless dress by Mishka ‘n’ Milka maternity wear, $300, has a thin belt and a mock turtleneck— very Holly Golightly.
They say moms should rule the world, and if you take a peep at some of the new outerwear, you’ll see why. German-made soft virgin wool ponchos in grey or navy, $295, are smart in more ways than one: there’s a hole for mom’s head and a smaller hole for baby’s. That means no more fussing with jackets, ladies.
Or how about the Canadian-made down-filled jacket, $480, that’s a three-in-one? It’s got a triangular-shaped panel that can be zipped in upside-down and right-side-up to form either a maternity jacket or jacket that can accommodate baby inside (I needed to see the pictures to see how it works, but it’s easy to operate once you know how). Then the flap can be taken out altogether, for mom’s post baby-carrying phase.
Kaplan is having a first-year anniversary party October 17-19, so pop by for a mocktail and a chance to win some prizes. And if you’re just too frazzled to make it, check out the recently launched online shopping site.
266 Jane St. 416-913-0546 www.evymama.ca
Fashion Magazine - April 2008
Located in the heart of Bloor West Village, Evymama is as much about looking good after baby arrives as it is about the latest in chic maternity wear. While moms-to-be can access hot Canadian labels, such as Du-Date and Hatch Maternity, this self-described breastfeeding boutique's specilaty is in its range of clothing for nursing mothers, such as Glamourmom's attractive and creative peekaboo tops with cutaways at the bust, which makes it convenient for moms to be discreet and pretty while caring for a newborn. Lines come in a range of petite and plus sizes (we love the sexy yet supportive Sugar Belly belts for Spring). Get fitted for a Bella Materna bra by the experienced staff, or chat with owner and mom-of-two Sarah Kaplan in the nursing lounge. A beaded cloth necklace by Pi'lo will keep baby happy and Mom looking perfectly accessorized.
Toronto Star - September 12, 2007 - by Andrea Gordon
TORONTO STAR, September 12, 2007--Facebook is getting an online scolding after the social networking site deleted pictures of nursing babies it considered "obscene content" and closed the account of at least one Canadian mom.
Breastfeeding activists are emailing, posting and instant messaging their outrage. A new Facebook group set up to petition for a change in site policy – called "Hey Facebook, breastfeeding is not obscene!" – has swelled from 7,000 members to more than 10,200 in the past few days.
"I was really ticked off," said Karen Speed, 33, an Edmonton mother of three boys, ages 9, 4 and 20 months, after five of her photos were deleted last month and her account shut down.
But she added in a phone interview the reaction from the online community has been gratifying.
"People seem to be coming out of the woodwork in support of this. I had no idea there was so much support for breastfeeding and I'm really encouraged by that."
Earlier this year, MySpace also came under fire for deleting photos of a Tacoma, Wa., woman breastfeeding her baby. But the latest incident on Facebook has sparked a much broader groundswell, from as far away as Australia.
It is being voiced in Toronto by mothers like Sarah Kaplan, owner of the new Evymama breastfeeding and maternity wear shop in the Bloor West neighbourhood. A self-described "lactivist," Kaplan founded her store "to glamorize breastfeeding." She has been spreading the word and encouraging moms in her online mothers' groups to join the chorus of objections.
"The fact is, breastfeeding is supposed to be anywhere, anytime," she said, while nursing her son, 7-month-old Remy, in her shop yesterday. Kaplan says with Canadian physicians and the World Health Organization recommending breastfeeding to 2 years of age, mothers need encouragement, not to be treated as if nursing is offensive.
Speed, who runs breastfeeding support groups for new mothers, decided last April to start an online version on Facebook, inviting women to ask questions, discuss breastfeeding problems and make contact with other moms. Soon afterward, she decided to post photos that had been on the website of her other breastfeeding support group, BLISS. "I always think seeing moms breastfeeding, and especially older kids, is important," she said in a phone interview yesterday. It's not uncommon for new moms to encounter difficulties and give up in frustration without extra support or tips, she said.
This summer, she was one of several mothers who received a standard notice from Facebook that a picture had been deleted because it was considered "obscene." She wasn't told which one, but later realized a photo of her "tandem breastfeeding" her two youngest sons was gone, even though her breasts were not visible.
Within days, she received messages that four more images had been removed.
After responding in an email and asking for clarification of what Facebook considered obscene, Speed says, she could no longer log on to her account.
All discussion threads, details of an upcoming Breastfeeding Challenge event in Edmonton, questions from mothers seeking help and contacts were gone.
"After reviewing your situation, we have determined you violated our Terms of Use," a Facebook customer support representative named Anthony wrote Speed in an email on Aug. 27.
"Please note, nudity, drug use, or other obscene content is not allowed on the website." He informed Speed that "We will not be able to reactivate your account for any reason."
In the meantime, there are still many pictures of breastfeeding mothers throughout Facebook in groups like La Leche League, Canadian Breastfeeding Mommies and particularly the "Hey Facebook" petition site set up since Speed was shut down.
Facebook spokesperson Meredith Chin has reportedly said Facebook did not prevent mothers from uploading photos of themselves breastfeeding their babies, but removed content that was reported as violating Facebook's terms of use.
"Photos containing an exposed breast do violate our terms and are removed," Chin said, according to a recent report in The Sydney Morning Herald.
Kelli Roman, a 22-year-old mother of two from Fallbrook, Calif., started the petition group in the summer after Facebook deleted several of the breastfeeding photos on her personal profile.
"It offended me," she said over the phone from California. "I can't see how anything about breastfeeding could be considered obscene, especially with the other things you see on Facebook ... like scantily clad women and so much sexualized stuff."
In fact, one of the top discussion threads in the "Hey Facebook" group is one that contains links to ``offensive" material on Facebook.
In Toronto, the issue of rights of breastfeeding mothers has had a high profile over the past couple of years, following incidents in which mothers were told to cover up or leave public places while nursing.
In June, the city approved a policy introduced by Toronto Public Health that allows mothers to breastfeed in any public place controlled by the city, including its agencies, boards and commissions.
The Villager - September 20, 2007 - by Lisa Rainford
THE VILLAGER, September 20, 2007--When Sarah Kaplan got wind that Facebook deleted pictures of mothers nursing their babies because the popular online social networking site deemed them obscene, she wouldn't stand for it.
Kaplan, a self-described lactivist - someone who does whatever she can to protect and promote breastfeeding - and owner of the just-opened nursing and maternity wear store 'evymama,' decided to contact the media.
"Great works of art, like the Madonna, are considered beautiful," said Kaplan, 30, at her store last Friday morning. "If it's in a museum, it's art, but it's obscene if it's contemporary. A photograph of a mother breastfeeding is not obscene."
Since Facebook closed the account of one Canadian mom, an Edmonton mother of three boys, ages nine, four and 20 months, lactivists have been e-mailing and posting messages. There has even been a group called "Hey Facebook, breastfeeding is not obscene!" set up to campaign for a new site policy.
Kaplan opened her store on Annette street in an effort to encourage women to breastfeed while dispelling myths and changing opinions. There are few like it in North America. New York has 'The Upper Breast Side,' which can be found in Manhattan, but "there is no nursing store in the city," Kaplan told The Villager. "It's unheard of. It's mind-boggling that no one thought of it sooner."
Kaplan, mom to son Remy, seven months, and three-year old Talya, said Toronto has a 94 per cent breastfeeding initiation rate, meaning women intend to breastfeed and want to, but most don't get the assistance they need.
"There are lots of myths," she said, "like 'Your skin is too sensitive' or 'You're a redhead, you shouldn't nurse.' They're not getting the right information."
Evymama offers latch clinics and everyone who works at the store is either pregnant or a mother. It doesn't hurt that Kaplan has a love of fashion. An avid reader of Vogue magazine, she and her sisters would design clothes for their dolls growing up.
Nursing clothes, Kaplan said, did exist in the 1970s and '80s in some form, but "it was pretty bad stuff - mostly sleepwear. It's come a long way in a short period of time," she said. "Being a mom has become sexy again."
PRLeap.com - September 12, 2007
Evymama, Toronto’s first and only boutique dedicated to the breastfeeding mom, has now opened its doors. The vision of Sarah Kaplan, a Masters degree graduate and breastfeeding mother of two, Evymama’s focus is on the nursing mom and the beauty of breastfeeding.
“Women should not only feel comfortable breastfeeding anywhere in our society,” said Kaplan, “but they should feel beautiful and empowered while doing it. There is nothing more natural or fundamental in this world than the ability for a mother to feed her baby.”
Kaplan, overwhelmed with the marketing power of the formula companies, saw that the only ones fighting for breastfeeding were health agencies and individual moms. The problem: breastfeeding, shown again and again to be far superior to formula, is free.
“Most of us are well aware of the benefits of breastfeeding yet only a tiny percentage of women follow the World Health Organization and Canadian Paediatric Society’s basic guidelines of exclusive breastfeeding for six months, and overall breastfeeding for ‘two years and beyond’,” she said.
“Evymama will reach women through fashion,” said Kaplan. “With a selection of the worlds most exquisite and functional nursingwear, moms will no longer feel any awkwardness in making the right choice in feeding their children.”
Evymama, the city’s newest boutique, will carry a wide selection of nursing and maternity clothing, breastfeeding supplies and accessories, pumps, creams and educational material. In addition the store will also offer one of Canada’s best selections of nursing bras, fashionable slings, carriers and pouches as well as beautiful maternity wear.
The boutique features a lounge area for nursing moms complete with a bathroom and small play area for their kids.
Evymama is open from 10 am to 6 pm Monday through Saturday and on Sundays from 12 to 4 pm, with extended hours to 8 pm on Thursdays. After being closed on Labour Day Monday, Evymama will operate seven days a week.