Mayarya provides a variety of maternity brands. Pictured is Slacks & Co top and trousers. [Photo provided to chinadaily.com.cn]

Fashion for expectant mummies

Trend watch: Basic type shirt

Slacks & Co and J Brand offer flattering jeans with elastic waists and soft fabrics that minimizes skin irritation, something that plagues many pregnant women. "A lot of women wear the jeans because they are comfortable and look just like a regular pair of great jeans," Shetty says. "The elastic waist is nicely detailed as part of the design. Many continue wearing the jeans long after they have given birth because they are very flattering."

"We have fashions for women during every trimester," Shetty says. She advises that empire dresses or tops that cinch below the bustline are ideal cuts for expectant women. Maxi dresses with ankle-length hems are good bets as their lines elongate while covering legs and feet that may be swollen during pregnancy. Simple wrap dresses and skinny adjustable dresses are items that can be worn well after women give birth.

"Expectant women shouldn't wear anything too tight," Shetty cautions. "Most importantly, though, they should try to follow their own personal style. Fabrics should be comfortable and breathable. Modal, organic cotton and bamboo are all great fabrics for the summer, in colorful summer prints."

Mayarya stocks a number of other items, such as maternity lingerie, baby bags, nursing apparel and organic beauty products, for a head to toe yummy mummy. "Choosing the right under garment is really important during pregnancy as breast size can increase dramatically," Shetty says. "Our educated staff can help fit bras according to each woman's shape, and we stock everything from the basics to fashionable lingerie."

Since opening her first Sheung Wan shop last June, Mayarya's clientele tend to be half local and half expats, with mainland customers making up a substantial portion. "The maternity choices (in the mainland) tend to be quite basic and dull," Shetty says. "I would love to open a shop on the mainland next."

Mayarya has an online order platform and a VIP service where women can be picked up or dropped off at either of the two boutiques. "It may be difficult to get around or flag a taxi during peak hours."

It also offers home consultations for new mothers who need to dress up for a big event but may be self-conscious about leaving the house not looking their best. "Moving around is always more difficult for pregnant ladies," Shetty says. "And shopping for herself is a new mom's last priority. We bring women everything they need. We try to make life easier."

Mayarya has become more than just about its products. Monthly events are held at Mayarya so that mothers and mothers to be can ask questions and exchange experiences.