Yo Mama Maternity Inc

Standing behind the counter at her large, bright maternity store, Yo Mama Maternity, Tara Strudwick works her magic. One after another, customers walk through the door, motion a hello, and begin to peruse the robust selection of clothing and accessories that fill the store's shelves and walls end-to-end.

Without missing a beat, Tara gives warm acknowledgments to customers, rings in new orders and generously hands out insight and advice to those emerging from the change rooms. It’s a typical day at Yo Mama Maternity, located in the Terra Losa Centre on 170 Street; a store Tara co-owns with her sister-in-law, Schoena Strudwick.

Together, the women have found much success in the world of nursing and maternity wear. “We are both moms,” says Tara. “We know what it's like when you're pregnant and feeling like, ‘my body is changing and I have nothing to wear.' We wanted to make beautiful and fun and comfortable pregnancy clothes more accessible to women.”

Yo Mama Maternity was originally located downtown, right off Jasper Avenue on 124 Street; however, after some time at that location, the Strudwicks’ made the decision to move west. Turns out that was an excellent idea, as both women have been receiving positive feedback ever since. “It’s a good fit for us at this location, because we have more space and a bigger storage area, too," says Tara. "Parking is a lot better here, as well.”