More maternity options available in Sioux Falls


SIOUX FALLS, S.D. (KELO) – Elegant Mommy in Sioux Falls has new owners, and they’re changing things up a bit. Two young women took over the store this past fall and are now offering something customers have been asking for: maternity clothes.

We look into why they built onto the boutique for this niche. Lindsey Auch and Kelcey Smith bought Elegant Mommy in October, and quickly started getting one specific request from customers.

“We had a lot of moms coming in looking for maternity and nursing clothing and we didn’t have an option for them. So after about a couple months, Kelcey and I really just decided that we wanted to dive deeper into finding options we could bring into the store,” Auch said.  

After some handyman work from their husbands, and tireless hours searching for the right merchandise, the Elegant Mommy store near the corner of Minnesota Avenue and 37th Street has a wing dedicated to dressing women who are pregnant or nursing.  All of the clothing is new, but reasonably priced. 

“Becoming a mom is expensive. Buying things for babies is expensive, so we wanted to keep the maternity option a little bit less expensive and a little bit more on the affordable side,” Smith said.

A few years ago, the previous owner of Elegant Mommy did offer consignment maternity clothes. Auch and Smith decided to take it to another level to make sure they covered every woman’s situation. 

“It’s nice to be able to have clothing that fits throughout your whole pregnancy. For whatever needs may come along. So dresses for weddings, or events that you have going on in the summer is also a great option. But it’s also nice to be able to just throw on a pair of pants and run to the store and be comfortable,” Auch said.

“What is something that we would find comfortable? What is something that we would want to be wearing? And if it’s not something that we both love, we don’t bring it in,” Smith said.

Maternity clothes are a $1 billion industry, according to market research group IBIS World.

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