Ani + Wren, the new lifestyle and clothing boutique for expectant moms has officially opened its doors at 1172 Yonge Street, in Toronto in the heart of the posh Rosedale neighborhood.

Just when you think that your biggest worry when pregnant is having nothing appropriate but fashionable to wear, this sister-in-law duo created a boutique based on the idea that women should be able to express their personal style when they are expecting. Not only does the store feature exclusive maternity pieces, it also offers an array of highly coveted contemporary brands that are designed to be worn before, during, and after pregnancy.

Upon entering the trendy boutique, you have to give yourself a double take to actually realize that it caters to expecting mothers. The front windows are effortlessly styled to create a relaxing but fashion-forward mood that fits so perfectly with the goodies inside. Immediately you are drawn to the clothes that cover the mannequins as well as the racks of goods that can keep you there for hours. Apart from the clothing, the owners offer a one stop shop for everything including lifestyle goods like jewellery, bags, sunglasses, candles and much more.

It’s not until you step foot in the boutique that you realize how fashionable you really can be while expecting. Stylish accessories, distressed denim, cocktail dresses and some of the trendiest prints fill the racks and tables and it all makes sense. You’ll want to shop here now, during AND after my pregnancy.

Scroll through to get a further look into the new boutique and my interview with the ladies of Ani + Wren.

How did you two meet, and how did you know you wanted to work together? 

We’re sisters-in-law and lucky enough we get along! For years, we talked about starting a business together.  Then, last year, when Lauren was pregnant and struggled to find great clothes that weren’t a departure from her style, something clicked.  A year later, Ani + Wren was born, so to speak. 

What can people expect from Ani and Wren that they can’t get anywhere else? 

We have curated collections from both maternity and non-maternity brands that work for expectant moms before, during and after pregnancy. So now when shopping for “maternity”, women don’t have to feel as if they are compromising their style for 9 months.  We are bringing in lots of amazing beloved contemporary brands like Joie, Splendid, DVF, and Rebecca Taylor that work well with a bump as well as some amazing European maternity lines that other boutiques in Toronto don’t carry such as Bellybutton and Mamalicious. We also have amazing accessories, jewellery, shoes, and great gifts – it’s a one stop shop for moms to be! 

What are your current favourite pieces in the boutique?

 What can we say… we love all of our collections for FW13! But if we had to choose:

Laveer blazers from NYC (one of the only retailers in the city to carry them) – cool prints and fabrics – we can’t keep these in stock! 

360 Sweater – the best new cashmere line out there. Super soft fabrics, great fits, with a bit of edge.

Slacks & Co. – amazing maternity workwear line out of the UK started by two sisters (which we love!) – the material and cut of their clothes is amazing – everything is made in Portugal and the fit is fantastic.

Bellybutton – exclusive in Toronto – fashion forward pieces and one of the best maternity winter coats! 

What do each of you bring to the table with Ani and wren? 

Lani has a fashion background and has lived in New York for the past 8 years – she brings an in-depth knowledge of the fashion industry and can spot up and coming brands.  She has a great eye and finds really cool and unique pieces for the store.  

Having recently had her first child (and now being pregnant again), Lauren really gets what it is like to be an expectant mom on the hunt for clothes that aren’t a departure from one’s style.  She understands what works and what doesn’t in terms of fabrics and cut (and practicality!).  And what items (like winter coats and cocktail dresses) were especially hard to find. Drawing on her pregnancy experience and sales and marketing background, Lauren has helped to create a unique shopping environment for expectant moms. 

Who would be your ideal client/shopper? 

We love expectant moms who come in and feel like they haven’t been able to find anything elsewhere (whether it’s for work, an event or just for a casual weekend) and we are able to outfit them in what they are looking for. It makes us (and our customers) feel great! 

What was your inspiration for the store’s design? 

We wanted the store to feel like a really cool boutique in New York or Paris – not like a “maternity store”.  We went for a bit of an edgier look – black, white, neon signage but softened it up with great lighting, mirrors, and flowers. We also designed our change rooms to feel like a bedroom. It was all about combining cool, clean, edgy but also having those soft and feminine touches. 

I work a block away from your new store and I personally love the area, but what are some of your favourite spots in the Yonge/Summerhill area now that you are more acquainted?

Gee Beauty is our go to for brows!  We love Bar Centrale for Sunday brunch and Seven East for their panang curry and coconut sticky rice, Thuet makes the best coffee and beignets in the city and Patachou is our go to for lunch.

Make sure you stop by the boutique and check out their website here!

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