When Lauren Levy was pregnant with her first child, she struggled to find maternity clothing that she could identify with.
“I felt that it wasn’t really my style and when I went to contemporary [stores] to try and dress my bump it was very overwhelming,” she remembers.
Lani Levy, Lauren’s sister-in-law, watched as Lauren’s frustrations worsened alongside her growing belly. Their desire to work together, coupled with Lani’s background in fashion, brought the ladies to the decision to team up and start a business that fulfilled a need for expecting fashionistas.
Ani + Wren, a play on the sisters’ names, is their boutique brainchild located in the trendy Rosedale neighbourhood.
“We want to give expectant moms the option to feel cool and comfortable, and not have to shop and feel outside the norm when they’re expecting,” explains Lani.
Hand-selected by Lauren and Lani, the clothing sold at Ani + Wren is 60 to 70 per cent contemporary brands, like Joie, Theory, Line Knitwear, J Brand, Paige, James Jeans and SAM, while the rest is maternity wear. But not just any maternity wear ― the duo’s store stocks unique maternity brands that are sometimes exclusive to Toronto, like Slacks & Co., a maternity workwear line out of the UK also started by two sisters.
“Often times people walk in and they say, ‘What are you?’ because it’s not obvious,” says Lauren.
“Half of our mannequins have bumps and half don’t, to try and communicate that it’s before, during and after. You can wear the clothes pregnant and you can wear the clothes not pregnant,” Lauren notes.
To ensure customers know what pieces work during the different stages of pregnancy, a prosthetic bump is on permanent standby inside the store.
“There’s a lot of one-on-one here in terms of helping women feel like they can come in and get the complete package, they can leave with a completely new wardrobe or just certain pieces that they’re missing,” explains Lauren.
Alongside clothing, Ani + Wren sells jewellery and other accessories, leather purses, cheeky baby congratulation cards and gifting ideas at a wide range of price points. “We try to make sure we’re hitting every type of mom in Toronto,” Lani points out.
“You can come in and buy a leather jacket and leggings or maternity jeans and shoes and necklaces and whatnot, there’s such a variety!” she added.
