October 27, 2011

Where Family Meets Fashion


With Chic Picks For Both Moms And Tots, Nicole Feliciano Has Made Momtrends An Online Style Destination

By Mia Weber


By
most standards, Nicole Feliciano leads a fabulous life. Not only does she have
the fashion industry cred of a former buyer for Ralph Lauren women’s collections,
she also has an impeccable eye for trends—both mom-worthy and kid-friendly. But
most fabulous of all? She’s a happy, work-from-home mother of two girls, ages
three and six, and the driving force behind momtrends.com, a lifestyle blog for
fashion-forward urban mamas, recently named one of the most fashionable mom blogs by Parents magazine.

Since
Momtrends went live in 2007, Feliciano has built the site into a must-read for
mothers craving chic but realistic tips for raising a family with style. The
site currently brings in about one half of its readership from New York City and the other half from
the rest of the country—with some readers from abroad sprinkled in. Aside from
her role as a tastemaker, Feliciano is also a shining example of how changing
career paths after having kids can be a decidedly savvy choice.

“I knew when I started a family that I didn’t
want to be working in a traditional corporate job. While the creative energy at
Ralph Lauren was tremendous, the hours were also tremendous,” Feliciano, now
40, says. “I decided to launch [momtrends.com] because I had a point of view
that I wanted to get across, and I didn’t think it was already represented in
the blogosphere.”

Feliciano’s
voice as a blogger is one that speaks strongly and passionately on a number of
subjects germane to urban mothers. Visit the site and you’ll find her take on
everything from vegan diaper bags to the latest in handbag trends. However,
it’s her knack for seamlessly mixing a passion for hands-on parenting with an
intuition for helping families find the right trend for them that makes Momtrends
so unique.

“It’s
not about having burgeoning closets,” Feliciano says of what she hopes to
convey to readers. “It’s about finding the just-right thing for you and your family—[doing
so] at a great value is even better.” And she certainly makes good on this goal
by featuring unique start-ups—like the furniture company Little Nest—and by
taking a clothing-as-art approach to teaching her own girls about the wonderful
world of fashion.

As
for her own taste, it was Feliciano’s “very fancy” grandmother who cultivated her
thoughtful approach to shopping and dressing, by teaching her the value of
quality over quantity. “[My grandmother] used to take me shopping every
Christmas to a store in D.C. called Garfinkel’s,” she recalls, explaining that
a fancy lunch and lots of careful browsing were involved before the duo chose a
single, exceptional outfit. “She certainly fed my love of clothing and fashion,
and I also loved the fact that it wasn’t about getting tons of things—it was
getting one really nice, special thing and celebrating that moment.”

In
today’s world of parenting shortcuts (thanks, technology), Feliciano takes
pride in the fact that she uses the unique elements of city living to bond with
her daughters. “We have such great conversations when we’re walking back from
school or when we’re taking the subway to swim class,” she says excitedly.
“Those are really magical moments in my life, when we’re away from phones and
computers and I just have the kids.”

A
love of city living is also a key ingredient in what fuels Momtrends’ success
and growth. The site, which currently boasts a staff of about a dozen writers—all
but one of whom are mothers—recently took on a Managing Editor to help guide
the blossoming team. The hope, of course, is to always be reaching out to
audiences beyond the metropolis of New York and to continue to
provide informed and positive tips for parents everywhere.

And with so much going on, when does this style
maven sleep? To that Feliciano simply says, “There’s no such thing as having it
all and getting eight hours of sleep.” But being the ever-cheerful parent that
she is, she just sees sacrificing an hour of snooze here and there as more time
spent with her fabulous family. We couldn’t agree more.

Want a little more fabulous and fashion in your life? Visit momtrends.com.


NICOLE’S TOP STYLE PICKS FOR URBAN MOMS AND KIDS

Anya
Hindmarch “Newspapers & Magazines” Tote

in Light Grey Canvas
Nicole digs this chic, British import for moms on-the-go.
anya_hindmarch.jpg
$90, anyhindmarch.com

Aerosoles Animal-Print “Beccentric” Ballet
Flats

Animal print ballet flats are one of Nicole’s must-haves for this season. Best
of a
ll? You can find them in a range of styles and totally affordable prices.
$69, aerosoles.com

Searle Faux-Fur “Love Token” Vest

For moms who want to give themselves a luxe treat,
Nicole recommends this cozy, faux-fur number.

$248, searle.com

Stella McCartney Kids Collection: Sophia Girls Dress
(All-Over Print, Crepe)
in Royal Circle
The perfect blend of sophisticated style and youthful whimsy.
$103, stellamccartneykids.com

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