Name and Title:
Adriana Chryssicopoulos – Co Founder
Tatiana de Boisanger – Co-Founder
NINE IN THE MIRROR
How many years have you been in business in NYC?
We’ve been in business worldwide from 2014 with customers coming from all over the world including NYC.
How did you get your start and what was your initial inspiration?
A: Our initial aspiration was a very personal one. It started because both Tatiana and I had been working in fashion for a large online luxury retailer and we were having trouble finding clothes that suited our styles during our pregnancies. We needed clothes for work, for weekends, for everyday life but it was exhausting to seek out clothes that both fit and that represented who we were. It was once we had both left to spend time with our families that we thought this was a need many women were having, all over the world and that no one site offered and spoke to pregnant women in an elevated way, fashion forward and luxury clothing that both suited them and worked with a variety of styles.
T: When my friend and NITM co-founder Adriana was pregnant with her third child, she came to visit me for lunch at work. She looked so amazing it made me think that if you have a good eye for fashion, have had the experience of three pregnancies and you take the time to try all the pieces on, then you can still look like yourself during your pregnancy and you don’t have to sacrifice your taste and style. We decided to launch online, as the ease of shopping with your feet up when you are pregnant makes a big difference. We started with a wide selection of 30+ brands to offer pieces for every style and occasion and shipped worldwide from day one.
What do you feel differentiates you from others in your field?
A: Maternity has come a long way in the past years, I can attest to it from personal experience having had my first almost 9 years ago, With that said however we are a unique site that offers women high end and contemporary ready to wear from designers women know, trust and love and showcase how it would look both pregnant (on the bump) and not pregnant. We give detailed descriptions of whether the clothing is suitable for each trimester or whether the lining stretches etc. At the end of the day, most of what we sell is non-maternity clothes as we realize that so many women are not buying maternity but opting to wear clothing from brands they know and are buying more carefully with the intention to wear ‘quality’ pieces they would be happy keeping after their pregnancy is over and the baby has been born.
T: We are the only online retailer offering non-maternity items to wear during pregnancy, selecting pieces from the designer collections that work both during and after pregnancy - plus we show them on and off the bump.
What is your favorite part of your job?
A: The creativity in our everyday ranging from brainstorming new editorial to styling shoots and most importantly for me the selection of each and every product we offer on our site. Since we are a small company I love that we can be very proactive nimble and quick to instill something new!
T: I love seeing the collection and finding designer pieces that work perfectly for the expectant woman. I enjoy meeting the customers and seeing them discover how great they look pregnant with pieces they didn’t expect would look good on them.
What is your favorite secret NYC spot?
A: Hmmmn… It’s no secret but I LOVE any hotdog stand that butterfly grills them. And although I don’t go to NYC often enough these days I love the Spotted Pig.
T: The Apartment by The Line
How do you benefit mamas?
A: Through our offer of clothing and accessories as well as with our online magazine, we speak to mamas in a very relevant way but also in a way they are used to. They are still the same women who love fashion and beauty and travel and although they are pregnant their personal style and preferences have not changed. Thus, we give them what they crave content-wise but with information and styles that are applicable to them in this (pregnant) phase of their lives.
T: Our online magazine features interviews with interesting, stylish women from around the world, who happen to be pregnant. We also offer the latest news in expectant style, health, lifestyle and beauty all in one convenient place. Useful guides such as The Hospital Bag, The Swaddle Guide and The Buggy Guide help to de-mystify all of the information that is out there.
What is the most memorable feedback a client has given you?
A: We have had some exceptional customer feedback but also in my everyday meetings I always hear people say, I wish that had existed when I was pregnant. There was nothing like that!!!
T: We recently received an email from a happy customer saying: “I felt compelled to write to you because I wanted to say that you are offering a brilliant service to expectant mothers. Because of this I am able to feel confident and happy in my pregnancy and even more excited about the new beginnings my body is going through.” It was really lovely to read!
Pay it forward and name your top colleagues in the same field or related field?
Rachel Blumenthal from Crickets Circle/ RocketsofAwesome, TheTot, Hatch
What is the best advice anyone has ever given you? Or what is your "mantra" / words to live by?
A: There is no worse effort than that which isn’t done. I always think you never know unless you try
T: At work, keep on going and never take no for an answer, but kids and family always come first.
As moms, the day can escape us, what is your best time-saving trick?
A: Try to stay one step ahead of your schedule. If you can plan ahead, whether it’s selecting your or your children’s clothes for the next day, or adding reminders to your calendar or planning out the week’s meal as far as you have food in the refrigerator, all this will save time. I also like to go through my calendar every evening and make sure I’m aware of what in it for the next day. No surprises!
T: Accept that not everything will be perfect; your kids will probably not have the best homemade costume. It’s also important to learn to delegate and multi-task. Women are amazing at that anyway – and you can always save time by doing your shopping online!