During a pregnancy a woman’s body experiences significant change. What doesn’t change is her sense of style.  

Sarah Otto, owner of Haute Ma Ma Maternity, said many women want to dress the same way they did before they were pregnant. Otto believes clothing designers are finally starting to realize maternity wear is an underserved market.

Haute Ma Ma Maternity will provide customers with breast feeding supplies and some infant gifts for baby showers, but the store’s primary focus will be maternity clothing. Otto said women will find high-quality undergarments, dresses, shorts, t-shirts, blouses and coats at her shop from brands such as Japanese Weekend, Olian, Duet Design and Mommy’s Maternity.

“Pretty much anything in a regular wardrobe can be found in maternity,” she said.

However, just because the clothing is out there doesn’t mean it’s easy to get a hold of. In fact, Otto said nice maternity wear is difficult to find.

“This stuff is not readily available. I want to be another option,” she said. “Whether someone is looking for just one piece or an entire wardrobe, I believe it’s important to give women options and choices.”

Haute Ma Ma Maternity is going to put a strong emphasis on customer service. Relating with her customers won’t be a problem for Otto; dealing with her own maternity clothing struggles is how she got into the business.

Aside from great selection, Otto said women will have the opportunity to try clothing on in her store, which they can’t do online. Much of the store’s clothing is going to be moderately priced, but the owner said she’d be happy to add more high-end products if there’s interest in it.

“Feedback from customers will be very important. I want to get what people really want if we don’t already have it,” she said.

Although her background is in business and marketing, Otto said she’s always enjoyed fashion. Previously, she worked for a company in Saratoga, but Otto credits The Adirondack Trust Company for affording her the opportunity to start her business in the city.

“Without the Mabee Building, I wouldn’t have been able to come to Saratoga,” she said. “It's a great location and a wonderful opportunity for people.”

Located at 27 Church Street, the store is close to Broadway, but with more parking and roughly half the rent. She believes it will serve as an incubator, allowing her business to grow and make its name known.

Otto is aiming for June 25 to be the soft opening of Haute Ma Ma Maternity, but said the store should definitely be in full swing by July 1. Providing women with clothing they will get the most wear out of through their pregnancy is very important to her.

“Some days you feel great when you’re pregnant. Others you don’t. These are fantastic clothes that will make women feel as beautiful as they are,” Otto said.

Haute Ma Ma Maternity will be open Monday through Saturday 10 a.m. - 6 p.m. and Sunday 12 - 5 p.m. For more information, call 691-0395. Otto said the store’s Web site will be coming soon.