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Dressing for two? Pretty Pregnant’s Evelyne Callens can help

With four pregnancies under her belt (so to speak), Evelyne Callens, founder of maternity boutique Pretty Pregnant, is just the lady for a spot style advice


Posted: 30 May 2011
by Helen McKay-Ferguson

What did you wear when you were pregnant?
Pretty Pregnant labels, of course. Fragile for the prints, Queen Mum for the style... I loved the fact I could continue to wear my favourite Citizens Of Humanity jeans as they exist in maternity, too. I’m even still wearing a lot of my maternitywear as it’s so comfy and stretchy. My style staple throughout all my pregnancies has been a fantastic pair of jeans teamed with Breton stripes. I love the classic Riviera look and it’s so easy to still look chic even if you’ve just rolled up and out the door with four in tow (Evelyne’s brood numbers Viktor, five, Arthur, four, Juliet, two and Michelle, one).

How did you come up with the idea for Pretty Pregnant?
I found there was a real gap in the market for design-led, quality maternitywear in the UK. OK, so no-one really wants to spend a fortune on a wardrobe you’ll wear for nine months. But there’s no reason you should compromise on your style. And of course everyone has a day when ruching or your husband’s work shirts are the ideal. But I for one, don’t want to spend every day like that and why should you – women look great pregnant and they have great clothes too!

What are top tips for dressing during pregnancy?
Try things you’ve never tried before and you might be surprised.  Go for bold prints and bright happy colours. After all, this is one of the happiest times of your life. Make the most of your assets – a well-cut V-neck can really transform your shape. Wrap dresses are a fantastic style staple – they give you complete control over how much you want to accentuate or disguise your curves. Being able to draw in the waist and keep an empire cut creates a silhouette that’s flattering for all body shapes. And if you look back at the photos in a few years time and aren’t so sure about any of the looks you’ve tried, those pesky hormones are such a convenient excuse...

What makes visiting a Pretty Pregnant boutique unique? 
Service, style choice, atmosphere and advice. We appreciate that each lady coming through the door represents the core of Pretty Pregnant. When you visit our boutiques you experience fantastic service – each of our girls is consistently updating her knowledge through training and focus groups. You’ll also be able to find some amazing styles. We source every item with our customers in mind and often travel the world looking for the latest and most innovative styles. The atmosphere in store is always a happy and inviting one, with plenty of seating, gorgeous orange water and bathrooms on offer (one pregnancy essential for sure!). And  we have plenty of magazines for your husband and playmats for children, too. It might sound cheesy, but we genuinely run things the way we would like to be treated. With four children of my own, I’ve been in enough high street stores to know exactly what you don’t need when you’re expecting.

What’s the inspiration behind your mobile bra service?
As a busy mother-to- three already my last pregnancy was marred by a few disasters. Nothing major (thankfully) but  inspired me to create a mobile shopping experience. Now you can relax in your home or at your office and we’ll bring everything to you. We offer expert bra fitting, personal shopping, a bra checking service and the lowdown on the latest trends. We can even do bra fitting parties, too. This is a project we are extremely proud of after all we’ve always said we’d go the extra mile for our ladies and now you can take that literally.

How do you select which brands you have in store?
We personally meet with designers, selecting each piece with your needs in mind – even going so far as to strap on a fake bump and try the styles ourselves! Working with independent designers means we can have a lot more input into the design process, meaning the quality and wearability of each item increases. We love to offer an individual take on maternitywear and all our brands reflect this.

Do you have any celebrity clients?
Pretty Pregnant isn’t the ‘shop and tell’ kind of store. Of course, it’s always a pleasure to see our pieces featured on celebrities, but to us each pregnant lady is treated as an individual and with respect, whoever they might be.

Pretty Pregnant won Best Maternity Fashion in the Junior Design Awards 2011


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Pretty Pregnant, Evelyne Callens, Fragile, Queen Mum, Citizens Of Humanity, Junior Design Awards, Best Maternity Wear
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