What to buy when you’re expecting

A new maternity shop in Costa Mesa offers clothes and accessories women might wear even if they weren’t pregnant.What is there for women to wear when they’re dressing for two?

Last year, Stephani Gresham decided there wasn’t enough -- and saw an opportunity. Her idea came to her when a friend became pregnant in February and found shopping could be a frustrating experience.

“One of my good friends, who’s also a professional, and I went shopping,” Gresham said. “There wasn’t a lot to offer.”

Having come to the conclusion that pregnant women faced a dearth of options when it came to finding stylish outfits, she decided to start her own boutique specializing in maternity wear.

Gresham’s shop, Xpecting, opened in Costa Mesa on Jan. 2. She believes women should not have to sacrifice a sense of style when they’re getting ready to have a baby.

“I try to bring in clothes that you would wear if you weren’t pregnant,” Gresham said.

Housed in a 17th Street strip mall, Gresham’s shop resembles many other clothing stores -- with the notable exception that her mannequins are shaped like women in the late months of pregnancy. Gresham said she thinks that images of pregnant celebrities wearing stylish clothes can create a broad demand for fashionable maternity wear.

“I think everyone’s seeing how great they can look while pregnant -- not having to hide behind all those old frumpy clothes,” Gresham said.

When it comes to figuring out which kinds of clothes qualify as stylish, Gresham said it’s hard to craft a narrow definition of “style.”

“I don’t think you can really pinpoint it. Whatever a person puts on and feels good. They feel confident,” she said. “The problem is most women who get pregnant don’t find anything that fits their style.”

Xpecting has been open for one week, but Gresham had to start ordering her inventory around October. The store is Gresham’s first venture into business ownership, and she conceded that it was a little scary to start ordering product before she had a location, opening date or “anything in concrete.”

Gresham said she owns 80% of Xpecting Inc.; her mother, Janet Swanson, owns the rest of the company. Gresham said she studied retailing at the University of Arizona and has spent much of her professional life in the retail world. Gresham concentrates on the front end of the business, and Swanson works on the financial side.

During her first month in business, Gresham said she will donate a portion of her sales to the Junior League of Orange County, a nonprofit that describes itself in part as a women’s group that encourages volunteer work.

Xpecting is at 369 East 17th St., Suite 20, Costa Mesa.

* ANDREW EDWARDS covers business and the environment. He can be reached at (714) 966-4624.