Jo-Zette Dick Celebrating the life style of Motherhood

Now, Jo-Zette (or Jo as her friends and colleagues call her) runs Maternity Mode, a boutique that carries a diverse selection of maternity clothing ranging from maternity work wear to casual wear to statement pieces for formal occasions. Additionally, Maternity Mode provides a growing range of products for expectant mothers and babies, including nursing bras, reusable nursing pads, baby sleeper, and postpartum underwear.

Yet, Jo is adamant that Maternity Mode is more than a business pushing its products: “At Maternity Mode, we celebrate the lifestyle of motherhood, we spread education, and strive to create a platform for women and their partners,” she says of the holistic approach the business has and the support they hope to lend to expectant parents.

Through partnerships with organisations throughout TT (such as the Breastfeeding Association of Trinidad and Tobago), the business hopes to also become a resource base for parents-to-be. “We see ourselves as a conduit of information – connecting soon-to-be mums with these institutions that provide valuable services.” The seedling of the idea for a maternity-focused boutique first came to Jo six years ago when her sister, a medical doctor, became pregnant and asked Jo to source pieces of maternity clothing for her upcoming journey. It was an opportunity to style her sister throughout her entire pregnancy – picking appropriate, budget-friendly pieces which could be mixed and matched for numerous occasions and moods – an opportunity Jo says helped her come to the realisation that women did not have to compromise personal style or comfort during pregnancy.

“What also stood out about that experience,” she continues, “was the confidence boost I observed in my sister; the fact that while her body was changing she could feel better about the process since she could dress appropriately and feel beautiful during each trimester.” In a society that places inordinate amounts of emphasis on physical and outward appearance, Jo says styling her pregnant sister contributed to a greater appreciation for the value of clothing in boosting self-confidence and uplifting one’s perspective. However, it wasn’t until a few years later after obtaining her Master’s in Public Administration and Business Administration and working in the corporate world, she decided to branch out on her own and further explore her interests in the business of fashion while also maintaining a business consultancy firm.

It was while working at this firm she first started Maternity Mode, which was then operating out of her one-bedroom apartment with her first customers being colleagues, friends, and her sister.

“After conducting some market research and doing my due diligence in terms of financial planning, I knew it made sense for me to take the risk and fully develop Maternity Mode on a full-time basis,” she says of the premeditation and planning necessary to enter a new business venture.

She reveals she never imagined owning a business would be so work-intensive claiming “it always looks easier from the outside”, but she continues to take each day with stride. The business, borne out of her passion to become an entrepreneur, is a testament to the entrepreneurial blood that runs in her veins.

“My father was self-employed for most of his life, so I like to tell people that, in a way, it was in my blood,” she quips, adding that when she decided to take the monumental step of leaving her full-time position with an international firm for the unsure path of entrepreneurship, she had both parents’ support.

“I also feel personally connected to mothers because I have such a tremendous one who made many personal sacrifices to ensure that my sisters and I had opportunities and access to more than she did,” she comments on why a business that serves mothers and mothers-to-be is one of her passions.

“Mothers play a major role in society and nation-building and it brings me joy to be part of that process, to interact with mums-to-be and to be taken along their journey.” She mentions that fathers have also visited her store, “and I take that opportunity to share information with them and let them feel very much part of the process.” Jo highlights that the total well being of her customers is her priority. In terms of products, attention is paid to value-for-money and the boutique’s services include styling, concierge options, and event planning services offering varying degrees of convenience based on the needs of individual clients.

“Confidentiality and great customer service is very important to us because many people have varied family structures and personal stories, so we strive to make our customers feel comfortable,” she describes the quality of service she provides.

In addition to such services, the boutique is open to listening to their clients and adjusting their services and product portfolio to respond appropriately to such needs. Maternity Mode’s mission, according to Jo, is to meet the fashion and lifestyle needs of the niche demographic of pregnant women and new mothers, as well as help mothers and their partners embrace the journey to and through motherhood.

Yesterday, Saturday May 6, Maternity Mode hosted its premier “Moms and Mocktails” event at the Fanatic Kitchen Studio. In addition to the appetisers, non-alcoholic cocktails, and music, the feature speaker invited to address guests was clinical psychologist, Dr Linda Gunpath of Elders Associate Limited. Jo says the carded topic of discussion, “Finding the Me in Mom(me)” is a pertinent topic that addresses the evolving identity of the woman as she transitions to motherhood.

She hopes to host more “Moms and Mocktails” events later this year and says the goal is to offer her clients their own intimate space on the social life spectrum where they can network with others going through similar life experiences, as well as walk away more empowered and informed.

“Our vision is that one day, we can say that Maternity Mode is a household name and synonymous with anything – and everything – maternity, mummy, and baby-related,” she says of her hopes for her business, with its delicate marriage of practical products and services as well as holistic client interventions that hope to enhance the path to and through motherhood for new parents.