Thyme Maternity Launches At Babies “R” Us With Help From Baby Buggy

We always love when fresh fall fashion goes hand-in-hand with a charitable cause, as was the case last Thursday morning. Thyme Maternity celebrated the opening of its exclusive in-store shop at Babies “R” Us in Union Square, kicking off the brand’s Look Great, Feel Great event with Jessica Seinfeld’s charitable organization, Baby Buggy. The event, which runs through September 22, is the culmination of a recent partnership between the maternity brand and the non-profit, which provides essentials for families in need. For each item purchased at one of its Babies “R” Us shops across the country and online, Thyme Maternity—through Baby Buggy—will donate an item to a pregnant woman in need. Shoppers will save while helping others, too, as all Thyme Maternity products will be Buy One, Get One 50% off during the event.

When it came to finding the perfect maternity brand with which to partner, Thyme Maternity was an easy choice for Seinfeld. “This is a quality company run by people who really care about what our families go through and they, from the very beginning of our relationship, have been so enthusiastic about giving,” she says. “The families that we help are struggling with the very basics and they don’t feel great about themselves every morning when they wake up. They face things that most of us could never comprehend, and so, for us, this partnership is so meaningful.”

The meaningful nature of the partnership extends far beyond simply providing essential items. Thyme Maternity’s pieces are not only high quality, but also comfortable and stylish, so moms-to-be can look and feel their best at every stage of pregnancy—hence the concept behind the Look Great, Feel Great event. And while style isn’t exactly an essential, it can certainly boost a mom-to-be’s spirits during those long nine months. In its new fall line, Thyme Maternity offers some fabulous pieces that any pregnant woman could sport fashionably—something which Seinfeld appreciates. “I love the colors. They really took fall to a really bright, not-somber place and I think when you’re pregnant, you want to wear bright colors,” the Baby Buggy founder says.

And as one might expect, the response to the partnership has been extremely positive to date. “One of our moms was just so happy that she’s able to have something nice to wear to work for the first time. Obviously, your wardrobe changes throughout the nine months, and every dollar that she stashed away went to her family, not to her,” Seinfeld says. “I think that really the message in this partnership is that mothers are—especially during pregnancy—giving everything they have to their families. If you add on all of the issues that our families are challenged with, to give a mother something special, especially during this time, is a really huge, wonderful thing to be able to be a part of.”