Evymama Receives Prestigious Award in “Best Lingerie Store” Category (Posted Date: February 19, 2009) Evymama Nursing and Maternity Boutique has been named a Silver Award Winner as Toronto’s Best Lingerie store, once again affirming it as the city’s premier boutique for maternity and nursing bras and beautiful lingerie. The Best in Town Award was announced in the February, 2009 edition of the Bloor West Town Crier.  Awards were voted on by readers and selections were chosen among all stores in Toronto. “We are very proud of this award because it was voted on by our customers,” said Sarah Kaplan, owner of Evymama.  “Since opening in 2007, we have dedicated ourselves to providing Toronto moms and moms-to-be with maternity and nursing lingerie and clothing that will compliment their glow. “Finding nursing bras and maternity lingerie that makes women feel sexy and comfortable while nursing or pregnant is always our goal.  We offer the best complement of nursing bra sizes carried by any store in Toronto, Canada or the world.  Moms should feel great about their nursing bra choice and wear one that fits and looks great.  That combined with our expert trained staff ensures that women no longer have to suffer through the pain of wearing ill-fitting and unattractive lingerie while nursing and pregnant.” Kaplan was admittedly surprised by the award. “Many of our customers come to us for nursing and maternity lingerie, in addition to their nursing and maternity clothing.  But to be honoured in a category that is open to all lingerie shops in the city is quite humbling.” Evymama Nursing and Maternity Boutique is located at 266 Jane St., just north of Bloor St.  The boutique carries nursing and maternity lingerie and accessories, a full range of nursing and maternity clothing, and a wide selection of baby carriers.  Free bra fittings and baby carrier demonstrations are offered by the \evymamas seven days a week. The store is open daily from 10 am to 6 pm, open until 8 pm on Thursdays and from 12 noon to 4 pm on Sundays.  To reach Evymama, visit evymama.ca or call 416-913-0546.   Toronto Sun Winter's saving grace. By RITA DEMONTIS January 22, 2009 We know the city just brims with beautiful maternity shops. But -- a breastfeeding boutique? Evymama is an absolute gem, an exquisite nursing and maternity clothing, bras and lingerie shop that not only makes a pregnant mama look fabulous but feel fabulous, too! It's Toronto's only nursing specialty store. I drive by this shop every day and the storefront fashion alone is worth stopping the car in the middle of rush hour traffic. Along with breastfeeding clothing, there's also stylish nursing tops, dresses, sleepwear, eveningwear, lingerie, loungewear -- the list is endless. There's also expert bra fitting for nursing bras and clothing, diaper bags, baby carriers, slings, wraps and breastpump rentals and sales. "We are mothers, and we know mothering," says owner Sarah Kaplan, trained in lactation management by INFACT Canada. "Our experienced staff can point you to the right books, fit you correctly for a new bra, teach you babywearing, help with breastfeeding troubles, and advise you on your pregnancy and nursing wardrobe. And we especially love to talk to other mamas, so grab a comfy chair in the nursing lounge and enjoy a shopping experience designed for mothers, by mothers." - Evymama Nursing and Maternity Boutique, 266 Jane St. (north of Bloor St. west side), 416-913-0546, evymama.ca, Mon.-Fri., 10 a.m. to 6 p.m., (Thurs. to 8 p.m.) Sun., noon to 4 p.m.   Feeding the need for mom clothes (Posted Date: Wednesday, October 1, 2008) By Kelly Gadzala YUMMY MUMMIES: Sarah Kaplan calls her store Evymama a breastfeeding boutique, but it features practical, stylish and sexy fashions for moms and mothers-to-be in child friendly environment. Sometimes a gal’s gotta go beyond her shopping boundaries. So when Evymama owner Sarah Kaplan invited me — a single, childless chick — to check out her Jane St. breastfeeding boutique one September afternoon, I figured the time was ripe for some personal retail growth. On my way, I thought of my twin sis. A mother of three kids age five and under, she could (like she has the time) write a book on being tired. And being patient. And feeling like there’s nothing in the closet to wear that she is comfortable and confident in. All I can say is, I wish my sis lived closer to Evymama: if she did she’d be hanging out in the back lounge area with other nursing yummy mummies. Touting itself as Toronto’s only breastfeeding boutique, the year-old store may be in its infancy, but it’s not infantile when it comes to a savvy shopping concept. A cross between a baby, lingerie and maternity shop, Evymama specializes in clothing and accessories for expecting and nursing mommies. The boutique is a joy because Kaplan lives what she does, actively promoting a supportive maternal sisterhood of sorts. Her two young children are with her in the store most days, as are the tots of her staff members who are all moms. The day I visit, the boutique is buzzing with moms, strollers and babies, so much so that I’m not sure who’s working there and who’s not. That’s part of the appeal of this shop, where many a harried mom, Kaplan says, have been known to pop in with the little one to sip tea and bend a sympathetic ear. Though I’m not a yummy mummy, I dig that homey family vibe. Half the shop is hung with nursing clothing and the other with maternity wear — a helpful distinction for sleep-deprived moms, I’m sure. On the back wall, there are gorgeous lacy nursing bras and matching thongs and panties. Who says moms can’t be sexy? Why not, not indeed? Sure, there are serviceable bras for new and nursing moms, like the boutique’s most popular bra line, Bella Materna, made of a comfy, fast-dry fabric called meryl. They come in basic colours, without wires and with flexible ones (Kaplan tells me it’s better to go with a wireless bra for the first three months of nursing and then switch to flexible only). Sexier bras include the Cache Coeur collection, from France and exclusive to the store in Ontario. There’s a darling powder pink one with a tiny jewelled heart at the front and magnetic clasps on the straps — love that combo of sexiness and functionality — for $100. Matching thongs, French-cut panties or lacy boy shorts will make mom one hot mama. On the nursing side of the shop, comfy, casual yet stylish jersey knit tops and dresses by a Swedish company Boob prevail. No matter their style, each piece has a flap that can be lifted up for easy access. There are all sorts of top varieties, like the simple black-short-sleeved one Kaplan is wearing to the boat-neck navy tunic for $120. The raspberry red dress called “lipstick” with ties in the front, $160, is so darling I’d consider wearing it. Ditto for the purple maternity wrap dress by the same label, $150. Kaplan tells me non-moms have tried on some of these very same items, so I’m reassured my impulse isn’t a fashion faux-pas. The extra mommy-friendy thing about Boob is its pieces are certified by a third-party, Oko-Tex, that they don’t contain toxic substances. There’s a growing trend in the baby biz, Kaplan says, to go green. One of the dozen or so brands of baby carriers Kaplan carries, made by Toronto-based company Ollie Golightly, are made of organic cotton and linen, $150 and $130 respectively. With silk-screened designs over vegetable dyed fabric, the slings are fashion statements Mother Nature would also be proud of. On the maternity side of things, there are casual pieces like jeans by Boob maternity, $145. They’d go perfectly with the purple boiled-wool belted cardigan, $100, by Belly Ssima, a Quebec brand Kaplan says is exclusive to Evymama in Toronto. For the ma with a social life, a gorgeous black silk sleeveless dress by Mishka ‘n’ Milka maternity wear, $300, has a thin belt and a mock turtleneck— very Holly Golightly. They say moms should rule the world, and if you take a peep at some of the new outerwear, you’ll see why. German-made soft virgin wool ponchos in grey or navy, $295, are smart in more ways than one: there’s a hole for mom’s head and a smaller hole for baby’s. That means no more fussing with jackets, ladies. Or how about the Canadian-made down-filled jacket, $480, that’s a three-in-one? It’s got a triangular-shaped panel that can be zipped in upside-down and right-side-up to form either a maternity jacket or jacket that can accommodate baby inside (I needed to see the pictures to see how it works, but it’s easy to operate once you know how). Then the flap can be taken out altogether, for mom’s post baby-carrying phase. Kaplan is having a first-year anniversary party October 17-19, so pop by for a mocktail and a chance to win some prizes. And if you’re just too frazzled to make it, check out the recently launched online shopping site. 266 Jane St. 416-913-0546 www.evymama.ca   FASHION MAGAZINE April 2008 Shops Focus Evymama Nursing and Maternity 266 Jane St., Toronto, 416 913-0546, evymama.ca Located in the heart of Bloor West Village, Evymama is as much about looking good after baby arrives as it is about the latest in chic maternity wear. While moms-to-be can access hot Canadian labels, such as Du-Date and Hatch Maternity, this self-described breastfeeding boutique's specilaty is in its range of clothing for nursing mothers, such as Glamourmom's attractive and creative peekaboo tops with cutaways at the bust, which makes it convenient for moms to be discreet and pretty while caring for a newborn. Lines come in a range of petite and plus sizes (we love the sexy yet supportive Sugar Belly belts for Spring). Get fitted for a Bella Materna bra by the experienced staff, or chat with owner and mom-of-two Sarah Kaplan in the nursing lounge. A beaded cloth necklace by Pi'lo will keep baby happy and Mom looking perfectly accessorized.

Facebook breastfeeding flap By Andrea Gordon TORONTO STAR, September 12, 2007--Facebook is getting an online scolding after the social networking site deleted pictures of nursing babies it considered "obscene content" and closed the account of at least one Canadian mom. Breastfeeding activists are emailing, posting and instant messaging their outrage. A new Facebook group set up to petition for a change in site policy – called "Hey Facebook, breastfeeding is not obscene!" – has swelled from 7,000 members to more than 10,200 in the past few days. "I was really ticked off," said Karen Speed, 33, an Edmonton mother of three boys, ages 9, 4 and 20 months, after five of her photos were deleted last month and her account shut down. But she added in a phone interview the reaction from the online community has been gratifying. "People seem to be coming out of the woodwork in support of this. I had no idea there was so much support for breastfeeding and I'm really encouraged by that." Earlier this year, MySpace also came under fire for deleting photos of a Tacoma, Wa., woman breastfeeding her baby. But the latest incident on Facebook has sparked a much broader groundswell, from as far away as Australia. It is being voiced in Toronto by mothers like Sarah Kaplan, owner of the new Evymama breastfeeding and maternity wear shop in the Bloor West neighbourhood. A self-described "lactivist," Kaplan founded her store "to glamorize breastfeeding." She has been spreading the word and encouraging moms in her online mothers' groups to join the chorus of objections. "The fact is, breastfeeding is supposed to be anywhere, anytime," she said, while nursing her son, 7-month-old Remy, in her shop yesterday. Kaplan says with Canadian physicians and the World Health Organization recommending breastfeeding to 2 years of age, mothers need encouragement, not to be treated as if nursing is offensive. Speed, who runs breastfeeding support groups for new mothers, decided last April to start an online version on Facebook, inviting women to ask questions, discuss breastfeeding problems and make contact with other moms. Soon afterward, she decided to post photos that had been on the website of her other breastfeeding support group, BLISS. "I always think seeing moms breastfeeding, and especially older kids, is important," she said in a phone interview yesterday. It's not uncommon for new moms to encounter difficulties and give up in frustration without extra support or tips, she said. This summer, she was one of several mothers who received a standard notice from Facebook that a picture had been deleted because it was considered "obscene." She wasn't told which one, but later realized a photo of her "tandem breastfeeding" her two youngest sons was gone, even though her breasts were not visible. Within days, she received messages that four more images had been removed. After responding in an email and asking for clarification of what Facebook considered obscene, Speed says, she could no longer log on to her account. All discussion threads, details of an upcoming Breastfeeding Challenge event in Edmonton, questions from mothers seeking help and contacts were gone. "After reviewing your situation, we have determined you violated our Terms of Use," a Facebook customer support representative named Anthony wrote Speed in an email on Aug. 27. "Please note, nudity, drug use, or other obscene content is not allowed on the website." He informed Speed that "We will not be able to reactivate your account for any reason." In the meantime, there are still many pictures of breastfeeding mothers throughout Facebook in groups like La Leche League, Canadian Breastfeeding Mommies and particularly the "Hey Facebook" petition site set up since Speed was shut down. Facebook spokesperson Meredith Chin has reportedly said Facebook did not prevent mothers from uploading photos of themselves breastfeeding their babies, but removed content that was reported as violating Facebook's terms of use. "Photos containing an exposed breast do violate our terms and are removed," Chin said, according to a recent report in The Sydney Morning Herald. Kelli Roman, a 22-year-old mother of two from Fallbrook, Calif., started the petition group in the summer after Facebook deleted several of the breastfeeding photos on her personal profile. "It offended me," she said over the phone from California. "I can't see how anything about breastfeeding could be considered obscene, especially with the other things you see on Facebook ... like scantily clad women and so much sexualized stuff." In fact, one of the top discussion threads in the "Hey Facebook" group is one that contains links to ``offensive" material on Facebook. In Toronto, the issue of rights of breastfeeding mothers has had a high profile over the past couple of years, following incidents in which mothers were told to cover up or leave public places while nursing. In June, the city approved a policy introduced by Toronto Public Health that allows mothers to breastfeed in any public place controlled by the city, including its agencies, boards and commissions.

Local mom and business owner vows to dispel breastfeeding myths BY Lisa Rainford THE VILLAGER, September 20, 2007--When Sarah Kaplan got wind that Facebook deleted pictures of mothers nursing their babies because the popular online social networking site deemed them obscene, she wouldn't stand for it. Kaplan, a self-described lactivist - someone who does whatever she can to protect and promote breastfeeding - and owner of the just-opened nursing and maternity wear store 'evymama,' decided to contact the media. "Great works of art, like the Madonna, are considered beautiful," said Kaplan, 30, at her store last Friday morning. "If it's in a museum, it's art, but it's obscene if it's contemporary. A photograph of a mother breastfeeding is not obscene." Since Facebook closed the account of one Canadian mom, an Edmonton mother of three boys, ages nine, four and 20 months, lactivists have been e-mailing and posting messages. There has even been a group called "Hey Facebook, breastfeeding is not obscene!" set up to campaign for a new site policy. Kaplan opened her store on Annette street in an effort to encourage women to breastfeed while dispelling myths and changing opinions. There are few like it in North America. New York has 'The Upper Breast Side,' which can be found in Manhattan, but "there is no nursing store in the city," Kaplan told The Villager. "It's unheard of. It's mind-boggling that no one thought of it sooner." Kaplan, mom to son Remy, seven months, and three-year old Talya, said Toronto has a 94 per cent breastfeeding initiation rate, meaning women intend to breastfeed and want to, but most don't get the assistance they need. "There are lots of myths," she said, "like 'Your skin is too sensitive' or 'You're a redhead, you shouldn't nurse.' They're not getting the right information." Evymama offers latch clinics and everyone who works at the store is either pregnant or a mother. It doesn't hurt that Kaplan has a love of fashion. An avid reader of Vogue magazine, she and her sisters would design clothes for their dolls growing up. Nursing clothes, Kaplan said, did exist in the 1970s and '80s in some form, but "it was pretty bad stuff - mostly sleepwear. It's come a long way in a short period of time," she said. "Being a mom has become sexy again."

A First For Toronto Moms PRLEAP.COM, Sept. 12, 2007--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 nursing bras, 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.