A First For Toronto Moms

Evymama, Toronto’s first and only boutique dedicated to the breastfeeding mom, has now opened its doors. The vision of Sarah Kaplan, a Masters degree graduate and breastfeeding mother of two, Evymama’s focus is on the nursing mom and the beauty of breastfeeding.

“Women should not only feel comfortable breastfeeding anywhere in our society,” said Kaplan, “but they should feel beautiful and empowered while doing it. There is nothing more natural or fundamental in this world than the ability for a mother to feed her baby.”

Kaplan, overwhelmed with the marketing power of the formula companies, saw that the only ones fighting for breastfeeding were health agencies and individual moms. The problem: breastfeeding, shown again and again to be far superior to formula, is free.

“Most of us are well aware of the benefits of breastfeeding yet only a tiny percentage of women follow the World Health Organization and Canadian Paediatric Society’s basic guidelines of exclusive breastfeeding for six months, and overall breastfeeding for ‘two years and beyond’,” she said.

“Evymama will reach women through fashion,” said Kaplan. “With a selection of the worlds most exquisite and functional nursingwear, moms will no longer feel any awkwardness in making the right choice in feeding their children.”

Evymama, the city’s newest boutique, will carry a wide selection of nursing and maternity clothing, breastfeeding supplies and accessories, pumps, creams and educational material. In addition the store will also offer one of Canada’s best selections of fashionable slings, carriers and pouches as well as beautiful maternity wear.

The boutique features a lounge area for nursing moms complete with a bathroom and small play area for their kids.

Evymama is open from 10 am to 6 pm Monday through Saturday and on Sundays from 12 to 4 pm, with extended hours to 8 pm on Thursdays. After being closed on Labour Day Monday, Evymama will operate seven days a week.

The store is located at 266 Jane Street, in the trendy area between Bloor and Annette. For further information, visit www.evymama.ca or call 416-913-0546.