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To Maternity, and Beyond

BY Elizabeth Jenkins | February 14, 2019 | Feature Features

Expectant mothers—and those who just dig the style—flock to HATCH in Santa Monica.
The chic new shop in Santa Monica

Ariane Goldman is a problem solver. When she was engaged, she grew frustrated by the bridesmaids’ dress offerings and came up with the idea of one dress that could be worn—and re-worn—15 different ways. She designed dresses for her bridal party, and shortly thereafter, twobirds was born.

Later, while pregnant, she longed for comfortable, one-piece garments that made her feel confident about her changing body. So, in 2011, HATCH came to life. For six years, the maternity collection flourished online, but Goldman’s desire to create community and give customers a chance to feel the fabrics and try on the clothes led her to open a retail store in New York in 2017. The success of that boutique led to a second brick-and-mortar shop in Santa Monica across from Brentwood Country Mart, which, like the NoHo outpost, features a cravings bar, complete with candy, pickles and ice cream.

The 1,400-square-foot space carries Goldman’s ready-to-wear collection, as well as the non-toxic, plant-based beauty products she introduced this past year. “The idea is to focus on the woman, not the baby,” says Goldman, who will also host panel discussions and wellness programs centered around labor and delivery, lactation and sleep training. 240 26th Street, Santa Monica, 310.319.6137

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