Maternity lifestyle store pops up at Tysons Corner Center in time for Mother’s Day

The maternity lifestyle retailer Emilia George has a temporary pop-up at Tysons Corner Center (courtesy Emilia George)

A new pop-up store at Tysons Corner Center hopes to entice shoppers on the lookout for possible Mother’s Day gifts.

Emilia George, a New York-based maternity lifestyle retailer, is running a pop-up kiosk in the mall with clothes and accessories geared toward expecting and current mothers. The shop will operate on the second floor between Sephora and Lush until Friday, May 17.

The pop-up includes an invitation-only “Sip and Shop” event from 5-8 p.m. on May 9, where visitors can browse while imbibing soft drinks and other non-alcoholic beverages.

The business will also mark Mother’s Day, which falls on Sunday, May 12, with “a warm and welcoming event dedicated to the celebration of caregivers,” according to a press release. That event will be open to the general public, a spokesperson confirmed.

“Emilia George believes in empowering women and celebrating the small indulgences throughout motherhood,” the press release said.

Emilia George was started in 2019 by New York City resident Elle Wang as a maternity clothing line, but it has since evolved into a broader lifestyle company. In addition to clothes, shoes and accessories for women and children, it sells baby formula, health and beauty products, toys and home goods.

According to the Tribeca Citizen, Wang started the business as a home-based “side hustle” while working for the United Nations. She opened its flagship store in Tribeca in 2022 and provides products wholesale to national retailers, including Nordstorm, Neiman Marcus and Saks Fifth Avenue.

Since launching on April 17, the Tysons Corner Center pop-up has gotten such an enthusiastic response that Emilia George says it’s negotiating with the mall’s management for an extension.

“We’ve received so much foot traffic and praises already,” the spokesperson said when asked about the potential for a permanent kiosk. “Definitely a possibility!”

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