In an Interview with Butterfly, Shelly Grossman Shares Her Journey of Maternity and Motherhood

as told by Butterfly Co-Founder Bradi Nathan

So often I hear moms express that they’d love to open a “little” store of their own. They fantasize about selling children’s clothes and accessories while attending the gift shows in Manhattan. Finding that perfect space in a bustling suburban neighborhood… more often than not, this fantasy never becomes a reality.

Many women are either paralyzed by fear, overwhelmed with where to start, not prepared financially or just like to hear themselves talk. Shelly Grossman is a woman I SO admire for implementing her concept! Mother of two beautiful children, Shelly is the owner of Shelly Belly Maternity located in downtown Millburn, NJ. In an exclusive interview with Butterfly, Shelly shares her journey of balancing maternity and motherhood:

BN: What did you do before opening Shelly Belly?

SG: I was a buyer at Bloomingdales and also worked for many high-end women's fashion company’s in sales (i.e., DKNY,TSE, etc.).

BN: How did your previous career prepare you for owning your own business?

SG: Working at the Bloomingdale’s training program prepared me for so much in my business. It taught me how to multi-task and be able to analyze my business. I was always a salesperson at heart but learning to run your own business is very different; you need to know how to buy and merchandise.

BN: What, if any, emotions did you wrestle with in transitioning to a small business owner?

SG: Making sure I give my business and my home life 100 percent. I do think it’s hard to own your own business because it is all about you. I try to make sure when I am at work, I am 100 percent focused on that. When I am with my kids, I try really hard to not focus on work. You need to do that for yourself in order to be a successful working mother.

BN: How do you divide your time between the store and your family?

SG: The store is open six days a week, so I try and take two days off. I make sure that when I am at work I am mentally and physically there. One cannot be successful coming and going all day. Balance your time to give both the attention they need and deserve.

BN: Do you hire other moms as part-time employees? What are you looking for in a part-time employee?

SG: Yes. All I ask is that they commit to one full-day and that they remain the whole day. Changing employees too often may result in increasing chances for errors to occur.

BN: How did the support of your husband come into play with such a major undertaking in your life?

SG: Your family and friends need to be a great support system. I think through it all, my husband is proud that I took a chance and did something I was passionate about.

BN: What do you love about owning your own business?

SG: It’s all about me. I believe that when I am home I am last on the priority list and at work I am first.

BN: How do you position yourself in the maternity market?

SG: I sell fashion-forward maternity wear. My prices are average compared with the market. I carry many well-named maternity brands as well as brand named lines that are now offering maternity.

BN: At what point did you set up e-commerce to reach more customers?

SG: As soon as I opened…the e-commerce was just an extension of my business.

BN: Was the set-up challenging?

SG: You need to work with a good web designer. I had NO experience in e-commerce at all.

BN: What trends do you see in maternity clothes?

SG: The past two years have been difficult due to women’s fashions looking like maternity. Maternity stores suffered as customers purchased trendy tops from traditional retailers rather than their own. Moving forward, many styles for the regular woman’s fashions are not going to be able to be worn for maternity: cropped jackets, slim pants and fitted tops. Maternity is coming back as to wearing true maternity.

BN: Any great apparel tips for women transitioning from one trimester to the next?

SG:Do NOT buy too far in advance. Your body is always changing so you must buy for each trimester. Shelly Belly always stocks new merchandise so there is no need to buy too far ahead.

BN: What styles do find most flattering for expecting moms?

SG: Slightly more fitted but not too fitted. It makes you look thinner. Also, do not wear things that are too big, it just makes you look big.

BN: If pregnant moms were to invest in one key piece what should it be?

SG: A pair of great jeans -- you will wear it when you are pregnant and after (you don't go back to those sizes 27's just immediately).

BN: What are your best selling items?

SG: Jeans and Michael Stars tees. They are both easy-to-wear, comfortable and can be worn during and after pregnancy.

If you’re expecting or know someone who is and want to purchase trendy maternity wear, contact Shelly at shelly@shellybellymaternity.com or visit her website at www.shellybellymaternity.com

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