Rhonda Flomen, owner and operator of the fashion savvy Rhonda Maternity, is celebrating the store’s 35th anniversary this September with a revamping of the Yorkville boutique and a new collection of Fall fashions perfect for the active professional pregnant woman who needs a stylish wardrobe.

Located at 110 Cumberland Street, Rhonda Maternity is considered the oldest retailer on the street. When the store opened in 1971, under the name Lady Madonna, the Four Seasons Hotel was not in Yorkville and Holt Renfrew was located directly across the street adjacent to the Bay subway station.

“The area was very different back then from what it is now,” states Rhonda Flomen. “There were no apartment buildings, no condominiums and no large chain retailers. It really was a small village with independent boutiques.”

Now at the centre of one of the most stylish areas of Toronto, Rhonda Maternity’s collections follow this season’s fashion trends. The store carries mainly career wear and higher end designer maternity labels, include lines from Canadian designers such as Minnow, Duet and Tummi, as well as their own private label.

For Fall 2006, the casual collection of maternity wear will feature low-rise styles, loose and fitted tops, leggings and tight jeans as well as proper business suits.

“Most women who are pregnant prefer to be more reserved about their look. However, we carry looks for those who feel comfortable wearing tighter styles as well,” says Rhonda.

Monica Matys, Health reporter for CTV News, is in the final months of her second pregnancy and has been wearing a full professional career wardrobe from Rhonda Maternity throughout her term.

“You don’t even feel pregnant in these clothes. You feel stream lined and beautiful,” says Monica. “They really are elegant.”

 

PHOTO: MONICA MATHYS WEARING RHONDA MATERNITY FALL COLLECTION. 

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