Ask a Shopkeeper: Due Maternity
We spoke with Due Maternity owner Shannon DiPadova about her shop which carries one of the largest selections of trend-setting maternity fashion and gear we’ve seen.
What inspired you to start your shop?
When I was pregnant 8 1/2 years ago with my first child, I was surprised to find how little maternity clothing was offered in our area. I shopped the whole state and the only things I could find were very, very casual tees and tunics. There were no blouses, no suits; nothing that showed even a hint of fashion so the bug bit to look into what else was out there.
How long have you been in business?
This Labor Day will be 7 years.
How did you come up with your store’s name?
I wanted something unique and different. I actually went through several names and discovered that store already existed with the same name.
Do you have a physical store as well?
Yes, we have five locations- two in Atlanta, one in Austin, one in Santa Barbara, and one in San Francisco.
What categories do you cover?
We sell better casual, career and weekend maternity clothing. We have also gone heavy into diaper bags. I love bags, most women do, and the diaper bags just keep getting better and better. Baby slings and newborn baby accessories have also become a specialty.
Can you sum up your store’s style and sensibility in one sentence?
Fun and functional maternity clothing for todays busy mom and mom to be.
Who is your ideal customer?
My ideal customer is the woman who loves to get ready each day. Whether it’s a fabulous soft tee shirt and jeans or a beautiful blouse and slacks. She likes to get dressed.
What age range do you cater to?
25-40.
What are the hot trends this season you’re excited about?
Luxury soft tees, that fit like a dream. Whether they are novelty or basic we sell tons of tees. Especially our tees from Pure T.
Which trends are a hit with your customers?
Bermuda shorts have really come into their own. We have the best fitting Bermuda short by Duet Designs that is cuffed with a stretchy bengaline panel. They look fabulous on all sizes and heights.
Can you tell us about your favorite pieces for this season?
I actually own this one, no baby coming just love it. It’s the 2 in 1 cotton voile skirt/ deres by Japanese Weekend. This thing is simple and looks fabulous with nearly anything. Wear it as a skirt or dress over your swimsuit and you are perfectly covered. Or pair it with a great tee, it is the easiest piece in the store.
Pick 3 of your favorite brands you carry — how did you decide to offer these 3 brands?
My favorite 3 brands would have to be Pure T, Olian, and Japanese Weekend. I like clothing that is simple. I want my customer to be able to put an outfit together without much fuss, and these companies use amazing fabrics and prints that just look great on the body.
What are your top selling brands and products?
Our novelty tees are huge; Pure T, Samson Martin, and 2 Chix have some of the best. We also sell tons of jeans. We currently have 15 different styles of jeans in stock, so there is a fit and style for nearly everyone.
What’s next for your store?
We were going to expand and double the size of brick and morter this year. But that was put on hold, so maybe soon we’ll have more space.
What is the average order total?
I’d say about $125, it really varies because we may have a day of newly pregnant women and they opt for a Bellaband the next may be a series of women who have to completely change their wardrobe.
What products do you carry that celebrity babies and parents have/ use? 
Oh my, we carry the Paige Premium Denim that Tori Spelling loved, Maternal America dresses that are seen on the covers of all of the pregnancy magazines, 2 Chix tees; I think every pregnant celebrity had a least one of those, Storksak made famous by Angelina Jolie and Diapees & Wipees, which everyone should own.
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Have you shopped at Due Maternity? What do YOU think?
If you have any suggestions for shops we should profile, email them to danielleATcelebrity-babies.com.
