Inside: Bump Envy

Hatch Collection Pop Up Shop opens up its doors for some bump enviable mamas.

Inside: Bump Envy

It's an odd thing when you spend much of your non-pregnant days swooning over a maternity brand. But when it comes to Hatch Collection, we can't say we're sorry. Founder Ariane Goldman has carved a niche in the market that addresses pregnancy and mama style all in one.

Up until last month, we could only gawk at her beautiful lifestyle pieces through a virtual lens. But then Hatch opened up a Pop-Up Shop on Howard Street alongside all the cool kids on one of SoHo's best shopping (and eating) blocks. And let me tell you, ladies, in real life, the line looks even better. Especially when it’s surrounded by Ariane’s picks from some of our absolute favorite lifestyle and baby brands like Serena & Lily, Roseark, Earth Tu Face, Chewbeads and more.

That’s why we were so excited when Hatch opened up its doors to us and our wonderful Bump Envy mamas. The talented Michele Fetherolf from Sofia Lynn photography stopped by to shoot our lovely ladies in the shop and the surrounding neighborhood, and we just cannot get over how gorgeous they all turned out. Each photo reminds of us of the fun we had hanging out, chatting -- and trying on -- all day long.

Doors to the Hatch Collection Pop Up Shop close December 9th, so if you haven't already checked it out, head on over, stat! And then it’s back to swooning online. Hatch Collection, 25 Howard Street, Soho, hatchcollection.com

Photography by Sofia Lynn Photography.

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