One question we get all the time: What is “NOM”?
And we love sharing our super mom origin story.
NOM stands for “Naissance on Melrose,” the pioneering Los Angeles maternity boutique that burst onto the scene in the early 2000s — the peak of Y2K style — when “maternity wear” meant oversized denim and elastic waistbands. Founders Harriet Fleming and Jennifer Noonan, both mothers themselves, set out to change that.
Their bold philosophy: “Pregnancy shouldn’t come at the expense of being chic.”
Naissance on Melrose was a revolution in maternity fashion. With its edgy styles - from tie-dye tees and camouflage cargos to slip dresses and suede jackets - it offered pregnant women a new way to express themselves. Gone were the frumpy silhouettes; in their place came attitude, confidence, and a distinctly Melrose edge.
But NOM was more than a boutique, it was a community. Inside its glass-walled, two-story space, women could take prenatal yoga, Lamaze, or knitting classes, visit a tarot reader, get prenatal astrology readings, and sip fresh juice at the in-store juice bar. Long before “experiential retail” became a buzzword, Naissance on Melrose created a haven where women could connect, learn, and celebrate one of life’s most transformative moments - all while looking incredible doing it.
As one founder said: “We’re not doing this for the money. We’re doing it because we love it and want to offer it to our clients.”
Quickly, NOM became the go-to destination for stylish moms and Hollywood insiders alike. Its designs graced the cover of W Magazine during Gwyneth Paltrow’s first pregnancy and dressed Jennifer Aniston’s Rachel Green during her iconic Friends labor episode. NOM set the standard for maternity chic and proved that motherhood and fashion could absolutely coexist.
The Next Generation of NOM
In 2015, Anna Capretto, a New York fashion veteran who had just inherited Seattle’s beloved Village Maternity from her mother, revived NOM after the brand had been discontinued. By fusing the legacies of a Hollywood pioneer and a trusted local favorite, NOM was reborn - this time with a focus on timeless maternity essentials that balance fashion and function.
And now, as Y2K nostalgia takes center stage once again, we’re celebrating the era that started it all. NOM’s signature cheeky, confident vibe is back - and we’re digging into our archives to bring some of those early-2000s favorites into the modern maternity wardrobe.
Because some things - like great style and empowered motherhood - never go out of fashion.
