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INTERVIEW with the Founder of {9} NEW YORK

What career had you been pursuing before you decided to open {9} New York?
I worked in retail for 8 years. For the past few years I worked for a large womens-wear company that manufactured their own Ready-to-wear clothing, evening and bridal wear and had 7 retail stores worldwide. I was involved in design, working with samples, selling and merchandising. Fashion is in my blood as my aunt is a successful childrenswear designer (David Charles) and my grandmother owned a woman's clothing store. Margo - is a real estate broker for people seeking luxury homes.

What inspired you to open {9} New York?
We were inspired to open {9} New York as we found that the maternity stores were completely depressing as was the fashion. We knew that there had to be better options out there. I also had customers come into the store where I was working previously and who I had designed bridal gowns for, bemoaning the fact that they were now pregnant and could not find anything to wear. In doing research, we found that most maternity stores were almost an apology for being pregnant and were certainly not high fashion.

What is your vision for your store?
Our vision for the store is to have a chic boutique that customers want to shop in but that just happens to cater to maternity. We also want to make it community minded and are holding educational classes such as breast-feeding support, baby CPR and Lamaze to name a few. In fact we have been amazed by the fact that we have customers who are not pregnant (and skinny) coming in and buying the clothes because they love the collections.

What brands do you stock?
We carry in maternity lines: Slacks & Co., Fragile, Rosie Pope, Nicol Caramel, Madderson London, Isabella Oliver, J Brand, Michael Stars. Cache Coeur, Belabumbum as well as 3 Dots and Sweet Romeo. We also do private label maternity evening gowns. We have accessories such as Love Quotes, Susan Hanover Jewlery, Atelier SVL, Ipanema flip flops and Ted Rossi. We also carry baby layette such as Il Gufo, Chloe Baby, Versace, Sweet William hooded towels, Storsak diaper bags, Danzo diaper bags, Anne Claire Petit toys and we are getting in Vilebrequin in sizes for babies up to adult.

Do you tend to stock more US or European brands?
We tend to stock more European brands.

Which kind of trends does the Long Island client follow?
The Long Island customer (on the South shore) is a real fashionista and will follow all the latest trends. Our customer is one who would be shopping in Saks and Bergdorf Goodman, but now that she is pregnant, wants good quality, fashion forward clothing to accommodate her bump!

What are your latest brands you have picked up for Autumn-Winter 2013-14?
The latest brands we have picked up for this season are Slacks and Co., Minnie Rose Cashmere and Equipment.

What are the key trends you have been focusing on in your buys for AW13-14?
The key themes we have focused on for AW13-14 are "soft and luxurious" in beautiful colors. We have picked up a line of fur vests and Minnie Rose cashmere in gorgeous colors with matching accessories.

Any brands/styles to watch?
We are keeping an eye on Hatch collection and Mama NYC - they have some great pieces in their current collection.

Any exciting projects in the future?
We hope to be an e-commerce site by 2014.

{9} New York

422 Central Avenue,
Cedarhurst,
NY 11516
Tel.: 516 569 7900
www.9newyork.com