An Awesome Richmond Business – eMommie.com

I recently had the opportunity to interview Farah Hottle, owner of Richmond-based used maternity clothes company eMommie.com.  I asked her questions, she answered them, and I learned a whole lot about a business that I’ll be sure to use when the time comes (no, Mom-in-Law, not yet).

1. What were the determining factors for you to start your own business?

Maternity consignment came to me when several of my co-workers became pregnant and asked to borrow my maternity clothes.  I did some research and found there was virtually no affordable alternative out there for maternity shopping; let alone a used maternity website.  The stars just sort of aligned and I decided to go for it.  Plus, my daughter, Laila, was 10 months old at the time, and I was thrilled at the thought of being with her more often.

2. Where do you find your inventory of pre-worn  maternity clothes?

Right now, all of the inventory comes from Richmond moms who find us through Google, Craigslist, or mommy websites.   Soon, we’ll be consigning items from moms across the U.S.

3. How do you process the clothes that you receive?

It’s a fairly long process actually.  We photograph, tag, describe, price, and add every item individually.  It’s exhausting! But, well worth it.

4. Your prices seem extraordinarily good.  How do you price your items?  Is pricing based on what the item is, or how worn it is, etc.?

The key factors considered in pricing are brand name, the product’s style compared with current fashion trends/season, and the condition/age of the garment.  We never accept damaged items, but some items are in such great condition, you’d think they were brand new; and others actually are (with original tags still attached!).   We probably could increase our prices, but that would defeat the whole purpose!

5. What is your favorite part of what you do?

That’s a tough one.   My favorite part is probably updating the website.  I’m constantly doing site audits and evaluations to see how I can make the site better, faster, more user-friendly.  The less times a person has to click to get what they want, the better.  Interacting with the customers is great too.  I love hearing from them.  Plus, it’s my opportunity to let them know there’s a real person behind the website who cares about what they want.

6. For someone shopping with you the first time, what advice would you give them about maternity clothes shopping in general, and what would you like for them to know about your business?

The key thing to keep in mind about maternity clothes shopping is that the clothes are generally made to grow with you.  They are cleverly crafted.  A lot of women are easily confused about what size to purchase.  What most don’t know is that you should almost always shop for your pre-pregnancy size; but we are always here to help if you’re uncertain.

As for shopping with eMommie, expectant moms should know that the business was truly started for them; with their best interest at heart.  We are extremely selective about the items we buy for them.  So much so, that we recently started offering free return shipping.  Bottom line, our clients are everything to us and we really want them to be happy with their purchases.  I’m the owner, but everything I do is from my clients’ perspective.  I refuse to let anyone walk away less than excited.  I’m very accessible and want to hear from them about whatever it is they want to talk about.

7. How is working with your sister?

Easy!  She became pregnant with her second child when we were two months in so hasn’t been to the office much!  All jokes aside, she’s an invaluable partner.   We’re four sisters altogether, but Jasmine and I have always been the closest.  She is the comic relief in any situation; always full of energy and jokes.  But when you really need her opinion, she’ll surprise you with some keen insights to things that may have otherwise gone unnoticed.  She’s my ongoing consultant.

8. What are your future plans for the business?

My hope is that eMommie becomes a household name for alternative maternity shopping.   Our focus is the U.S. and Canada, but we have plans to open up to Europe in the near future.  In recent months, the focus on “going green” has increased, but I haven’t heard much mention of how the textile industry in particular impacts our environment.   With our business model, everybody wins and I hope we’re able to shed a little light on the importance of recycling clothing going forward.

9. What was the one thing you wish you had known before you started the business?

I don’t think I understood how detailed and strategic you have to be in designing a website.  I was so excited about the bargain we’d be offering, that I neglected to realize so many other factors (i.e. site speed, landing pages, category structure…) I thought, “Put the clothes up, and they will sell.  People will come.”  Clearly, it’s not quite that simple; but I’ve grown and learned tremendously in these last 10 months.  Our site traffic has increased fairly quickly.  It’s incredible.  I can’t wait to see what the future holds.

Check out the eMommie website if you’re in the market for some high-quality, low-priced maternity clothes, and if you’re not, keep them in mind for you or that pregnant lady you have to buy a present for.

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