A haven for expecting mums, PUSH stocks a wide selection of labels with the best range of maternity jeans in town!
PUSH Maternity
9 Theberton Street
London
N1 0QY
020 7359 2003
www.pushmaternity.com
enquiries@pushmaternity.com
Who: Susan Kirby and Yvonne Phillips
“Susan and I used to work together in publishing and then we got pregnant at the same time and had our sons a day apart. Susan is tall and thin and I’m, well, not, but we both had real difficulty finding maternity wear that we liked. This was three and a half years ago and there really wasn’t anything out there so we were forced to wander around Mothercare and Dorothy Perkins. Our jobs weren’t flexible enough so we decided not to go back after the boys were born. Susan had always dreamed of having her own fashion shop and within months she had convinced me to pour my lifesavings into setting up on our own.
Our aim is to offer high-end fashion for the woman who’s very stylish and wants to maintain her personal style throughout her pregnancy, without looking like everyone else. We only carry one or two pieces in each size to give people that sense of individuality. A lot of our stock comes from the US and Europe – which have traditionally been far more forward-thinking than us, especially when it comes to denim, but we wanted to support UK labels as well. It was hard in the early days, trying to convince designers to work with us but these days we stock a broad range of labels. My favourite piece this season is the Angel Dress by Australian “Frock Queen” Leona Edmiston. Our PUSH label Gracie kimonos are also selling well.
We originally thought about setting up in Crouch End, which is known as “Nappy Valley”; Islington seemed way out of our price range but luckily this site came up. It’s close to the city and we have people coming up from town to visit us.”
What: PUSH is a welcome haven for the stylish yummy-mummy-to-be. A favourite with celeb mums, such as Sara Cox, Penny Lancaster, and Kate Garraway, the small boutique carries unique outfits to cater for mums during and after pregnancy. As well as its expanding own-label selection, PUSH carries a number of designer ranges – not all specifically maternity labels – including Liz Lange, Fortyweeks, Homemummy, Tashia and Susana Monaco. However, the shop is particularly famed for carrying the widest selection of premium maternity denim in the UK, including Citizens of Humanity, Juicy Couture, Habitual, Earnest Sewn and Paper Denim & Cloth.
Prices start at around £70 for tops, with dresses fetching upwards of £150. The gorgeous Angel dress comes in grey and jade green and costs £225. Jeans start at £150, with the highly sought-after skinnies priced at around £200.
Why: PUSH is more than just a place to shop. Susan, Yvonne and manager Connie, have created a sanctuary for expectant mums in the local area. They hold information evenings, where prospective mums can meet and listen to guest speakers, including Janet Balaska from the Active Birth Centre. The thriving website, [www.pushmaternity.com](http://www.pushmaternity.com0, is also expanding the director’s horizons. Already heralded by some as the ‘net-a-porter’ of maternity wear, the website provides pregnant women with a wealth of useful info from what to wear, whether your figure is more apple, pear, ruler or hourglass, to what’s hot right now. This season’s Most Wanted Items combined with A-list stylist, Rachel Fanconi’s Style File both provide the pregnant fashionista with a regular fashion fix. Email Updates allow you to be among the first to see new additions or see a sale preview, while the unique Personal Shopper service allows tired mummies-to-be to get PUSH to do the legwork for them in deciding how best to dress their bump.
“It’s all about providing stylish pregnant women with a unique service to help them solve their maternity wear dilemmas. We have created a fashion-driven website that also helps to address some of the many concerns faced by women adjusting to pregnancy and all it brings up.”
When: Monday 10.30am-4pm, Tuesday & Wednesday 10.30am-6pm, Thursday 10.30am-7pm, Friday & Saturday 10.30am-6pm, Sunday 12pm-5pm.
Where: On Theburton Street, just of Upper Street, Nearest tube is Angel. Cross over the road and walk for about five mins down Upper Street until you see Theburton Street on your left. Alternatively, it’s about 15 minutes walk from Highbury & Islington tube.
