About Us

Our Ella Bella Story

That's me and my littles ! I am Erika, mom to those 3 wild and amazing souls.
I became the new owner of Ella Bella Maternity in 2023.
What drew me to the business was my own experiences with dressing my pregnant, nursing and postpartum body. Plus, I love being my own boss.
When I was pregnant with my 1st (2008), there were very few maternity options in Calgary, and breastfeeding friendly, as far as I knew, didn't exist. I actually went to the US to shop for a few staples to get me through my pregnancy. 
My first rookie mistake was buying a nursing bra before my son was born! (I went way up in cup size after baby arrived)
My second and third babies were born back to back so I was pregnant and/or nursing for 5 straight years!
During that time I was a working mom, a stay at home mom, and a work from home mom. So, I know how important it is for a wardrobe to be versatile.
I also know how hard it is to feel confident and comfortable with all the changes our bodies go through in our pregnancy and breastfeeding years.
 
Some days I felt so empowered by the incredible feat of growing, carrying, and feeding a little human. Other days the changes I saw were confusing and discouraging. Knowing that rollercoaster of emotions oh so well is the motivation behind Ella Bella Maternity.

 


Our Ella Bella History

Ella Bella Maternity Boutique was established in 2004, in Calgary, Alberta. 
We are still a Calgary based, family owned and operated business.
For fifteen years, we were proudly rooted as a brick and mortar shop but as the world moved online, Ella Bella Maternity shifted its focus, opening its e-commerce store in July 2019. 
Although the platform has changed, the vision has stayed the same: source styles and accessories that are designed for comfort, convenience, and the modern needs of moms! In the summer of 2024 we decided to hone in and focus solely on Motherhood brands.

Our Ella Bella Vision and Mission

Our Vision is to be Canada's #1 Online Maternity Boutique. To accomplish that we carefully choose each piece in our online store. I want you to feel pumped to style your bump! and to have clothes and accessories that support you through the stages of pregnancy and well into postpartum.
 
Our Mission at Ella Bella is to provide excellent and convenient customer service, offer a range of sizes, styles and trends from trusted brands and to always hold quality, versatility, and price points as our top priorities.
 

Our Ella Bella Basics ™️ Line

The catalyst behind the creation of the Ella Bella Basics™️ Line was the gap we kept seeing in the market for affordable, high quality Maternity and Breastfeeding styles.  We design and manufacture a line of dresses, tees, sweaters, and bottoms created to move like moms move!
Check out our styles HERE.
Follow along on our journey as we build our Motherhood Brand @ellabellamaternity on Instagram and Tik Tok.
Want to be part of the story? Tag us or DM us, we love collaborations!
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Jaydon Nursing Hoodie
Kaila (Calgary, CA)
Perfect nursing hoodie

I have been living in this hoodie ever since I got it. The fabric is high quality. It's not too thin or thick and it's so soft and cozy on the inside. Perfect for cuddling up with my newborn on these chilly days.

Bye bye disposable

I will never go back to using disposable nursing pads after using these. They are so comfortable, absorbant and easy to clean. Just toss em in the laundry. Bonus: they make great makeup remover pads too

Favorite cardigan

This cardigan is so comfortable. I wear it on rotation as a breast feeding mama. I definitely would have wore it if I owned it when pregnant. The aquamarine is a beautiful blue. But I really want the brick red as well. And the knit and large buttons really make me feel more dressed up/put together when I'm sporting my nursing tops and legging

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Tori Full Zip Long Sleeve Tee
Tiffany T. (Calgary, CA)
Favorite nursing shirt

This has to be my all time favorite nursing shirt. The double way zipper makes it so easy and discreet to feed in public. The material is so soft and feels much dressier than traditional nursing clothes. I happily match this one with a high waisted pencil skirt and it looks like it belongs or keep it casual with my leggings.

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GLOWING AND GROWING Tee
Natssha (Calgary, CA)
So comfy!!

This shirt is the BEST. The material is so soft and stretchy. It is seriously so comfortable and perfect through my entire pregnancy

Love this sweater!

This is my second purchase of this sweater! It's so cozy and has become a staple in my wardrobe as the weather gets cooler. I had to come back and buy a second colour! Great for anyone, whether they are expecting or not (I had my last baby years' ago!)

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Phoenix Maternity Swimsuit
Brittany S. (Saskatoon, CA)
Perfect fit and speedy shipping

This is the second item I have purchase from this store and I am in love. 1 they have insanely fast shipping. I don't know if it's just my location but I ordered Tuesday this week and got it Friday the same week.
The Bathing suit checks all my boxes for fit, functionality, modesty, and style. I have only tried it on but I can already see I will feel comfortable and not "falling out" while at the pool with both my sons.
The perfect fit around my bum and crotch makes me very happy. I don't have to think about stray hairs, like with other swim bottoms. Slightly tight on my thighs but that will soften with water and time.
I am in a postpartum season right now but I can already tell there is enough room to grow belly area.
Buttons open fully to feed, also are baby proof buttons. I know you understand!
Overal I am very please with the Bathing suit and hope to buy more products from you again.

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Embrace Short Sleeve Nursing Tee
Luz M.R.L.

Beautiful, classy, perfect to dress up a skirt

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Ditsy Mesh Skirt
Luz M.R.L.

Looove it! I'm still using it in postpartum

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Denim Short Overalls
Verlyn C. (Estevan, CA)

Very cute and comfortable.

I received the BUMP Tshirt and I love it 🥰 My daughter also tried to steal it from me. I had to promise her that I would keep it for her 🙃

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PREGNANT AF Tee
Lara S.D.

I love Tshirts because they go with everything and they fit me at every stage of my pregnancy 🤰🏽 I no longer have to tell people that I am pregnant 😅

I just love them!!! First pregnancy that I actually buy shorts. I can run after my 4 other kids in the park! They go under the belly and are adjustable. 🩷

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Talia Nursing Tank Top
Kaytlyn P. (Edmonton, CA)
Great

I really like these nursing tops. They are a nice fabric and they look nice. I did get a larger size and find it works nice for nursing, giving me a bit extra room to try to cover the baby when she nurses and is constantly moving, lol.

Awesome! We are so happy to hear you are liking your new tops!

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Isla Jegging
N.T. (Calgary, CA)
Great maternity jeans

Love the inset panel, makes them feel like regular jeans. Adjustable elastic waistband helps find the right fit. Wish they were a couple inches longer or came in a longer length.

Thank you so much for your review and we are happy to hear you are loving your jeans! I am including some links to Maternity Pants we have that are longer in length, for our tall mamas!
https://ellabella.ca/collections/maternity-jeans/products/maternity-32-relaxed-straight-leg-jean-w-bellyband
https://ellabella.ca/collections/maternity-dress-pants-1/products/jeanne-maternity-trousers-by-atelier

My favorite pants!

These are by far the most comfortable pair of maternity pants I own and definitely my favorite! They are incredibly soft and are not see-through at all. I was able to wear these throughout my entire pregnancy. I absolutely loved these as maternity pants but I love them even more as postpartum pants. I'm 2 weeks postpartum and I am currently living in them 24/7. I highly recommend!!!

Hooray! Welcome to your beautiful new daughter!! We are so happy you are loving your lounge pants! There is nothing like a go-to comfy outfit for the days (and nights) spent focused on your newborn. We are so grateful for your feedback!

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Double Ruffle Off Shoulder Maternity Dress
Brittany d.W. (Weyburn, CA)
Love the Dress

I bought this dress to wear to a wedding. I love the colour and it is so comfortable with plenty of room to stretch to accommodate a growing bump. I wore a size medium which is accurate for me.

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Alexa Classic Maternity Pant-PLUS SIZE
Imen E. (Toronto, CA)
Loved this :)

I got those a bit larger than my size as I wanted a lose fit. I was really impressed with how great the material & support was. So comfortable & fit really well!

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Bella Nursing Sports Bra-PLUS SIZE
Michelle B. (Calgary, CA)
New Fav Sports Bra

This sports bra fits like a dream, with great support, and soft fabric. I’m in my third trimester now and stuck with my usual sizing. The straps are adjustable which I love. I’m looking forward to wearing this postpartum and using the nursing strap functionality as well.

I have the plum color and highly recommend. It’s so beautiful.

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Ella Bella Joggers
Michelle B. (Calgary, CA)

Very comfortable and cute joggers! I am quite tall (5 10”) and these come to just above my ankles. I am usually between sizes Small & Medium depending on clothing items and did size up to the Medium for these pants to achieve a more relaxed fit. The belly band in both the small and medium would have grown well with my pregnancy bump and is extremely comfortable!

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Tempo Bike Short
Michelle B. (Calgary, CA)
Great workout short!

Great material and fit. The shorts provide great support while also being extremely comfortable. Fit true to size. I’ve been wearing throughout my first and second trimester and the stomach/belly area is still supporting my growing bump as I enter my third trimester.

Would be great to work out in or under a longer button up/sweater for a more casual look coming into spring and summer.

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Ashley Maternity Tee-Plus Size
Michelle B. (Calgary, CA)
Maternity Staple Item For Sure!

I have this t-shirt in navy and LOVE the color! It is true to size and I find the shirt is very flattering and designed to grow with my growing pregnancy belly. It’s definitely a staple on repeat in my wordrobe. Currently debating ordering the other colors!

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Taryn 3/4 Sleeve Maternity & Nursing Dress-PLUS SIZE
Shivanka B. (Etobicoke, CA)

I recently purchased the navy blue maternity and nursing dress and I couldn't be happier with my choice. The fabric is incredibly soft and stretchy, making it feel like a dream to wear. Throughout my pregnancy, I've struggled to find clothes that are both comfortable and stylish, but this dress ticks all the boxes. The way it hugs my body without feeling restrictive is a game-changer. Plus, the nursing feature makes it perfect for postpartum wear as well. I highly recommend this dress to any expecting or nursing mothers looking for comfort and style. My height is 5’4 and wearing large size. My weight is 73kgs currently and I am 34 weeks pregnant in this picture.

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Jackie Maternity & Nursing Dress-PLUS SIZE
Shivanka B. (Etobicoke, CA)
Super comfortable and stretchy material

This dress is super comfortable and it’s not just for your maternity and nursing, I can wear this dress after that as well as it hugs my skin so well. As I will be joining my office very soon after maternity this dress is perfect for office and also to pump milk with this in office. I am wear large size, my height is 5’4.

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Eleonora - Maternity & Nursing Dress
Shivanka B. (Etobicoke, CA)
My most beautiful baby shower dress

I absolutely love this navy maternity dress! It's incredibly comfortable, with a soft and breathable fabric that makes it perfect for all-day wear during pregnancy. The design is stylish and versatile, making it suitable for both casual outings and more formal occasions. The quality is top-notch, with durable material and impeccable stitching. Overall, this dress is worth every penny, and I highly recommend it to any expecting mom looking for comfort, style, and quality in maternity wear."