Given that Yummi Mummi's website hasn't yet adjusted their postal address, and judging from the sign in their window, I think that it is a brand new edition to Moortown Corner. And this is certainly no bad thing, that's for sure.
Although I really dislike that particular phrase, 'yummy mummy' (a bit too cutesy and edible, and almost a patronising way of complimenting women) there is nothing to dislike about the shop itself. In fairness too, the shop name is perfectly adequate to describe what you can expect within. It is a unique concept boutique, which aims to provide mothers with comfortable and fashionable attractive night wear and accessories.
Inside you will find all kinds of delightful items, from jewellery to handbags to clothing to accessories, in a beautifully thought out and specially design collection. It's clear from their designs, and from their website, that a lot of passion, creativity and tireless work has gone into making their boutique what it is! Not everything there is to my taste, but these things are always 'each to their own', and I can't actually flaw the product within. From hand made leather brooches, to cute floral reusable PVC bags, to fabric cupcake pin cushions - everything is quirky and delightful!
Just reading their ethos on the website is enough to make you fall in love with their work. It seems their aim is to try to change the attitude that once women become mothers they cease to exist sexually, aesthetically and in terms of femininity - a very flawed and painful attitude that continues to rob mothers of their confidence and self worth today. For that alone these guys deserve one hundred stars! They also do yearly charity work, which for an indie shop is truly great (as we all know how indie shops must struggle themselves!) and they even have some great quotes from strong women on their site. All in all, this is a business that will grow and grow, and I look forward to watching this space! read more