Home CultureBlack-Owned This Jersey City Store Supports Women + Mothers

This Jersey City Store Supports Women + Mothers

by Jean Lee
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After a baby is born, Moms are sometimes overlooked during all of the “oohing” and “ahhing” over adorable, little newborns. It can be difficult raising a child, but it’s even harder when you feel alone in your struggles. One mom decided to pair her fashion and entrepreneurial background with her love of being a mom to create a safe space for new moms — and really women of all ages — to rediscover their sense of style with easy fashion pieces as well as other products to help support them.

After opening in early June, Myrtle&Flossie, located at 304 Newark Avenue in Jersey City, is becoming both a lifestyle brand and fashion boutique aimed at moms and women of all ages. Keep reading for more about the mission behind this store, what to expect in-store, and how Myrtle&Flossie sells more than just clothes.

myrtle and flossie jersey city

(Photo credit: @myrtleandflossie)

The Road to Myrtle + Flossie

When new mom Nia Reid-Allen saw a gap in support for new moms in their “fourth trimester, beyond the bump” phase of life, she also saw an opportunity to create a support system. After a successful, global modeling career and a move to Jersey City from Brooklyn, Nia found herself pregnant, married, and a new homeowner in a new place.

After finding her way in Jersey City, Nia found the new challenge of being a new mom. “The post-pregnancy phase was very challenging, new, and different.… I found myself very nervous,” said Myrtle&Flossie owner Nia Reid-Allen. “When I gave birth to my daughter, I didn’t have the same reaction you see on TV shows… and not everyone does.”

myrtle and flossie jersey city

(Photo credit: @myrtleandflossie)

Nia found that there was no central location for information, support, and products for moms + women to help them with what they are experiencing and feeling. Myrtle&Flossie was born to help new moms with things they need most in the fourth trimester once the baby is born.

The store is just so adorable inside, but the background on its name might be even cuter. “Growing up, I always thought of my grandmothers as the main matriarch of the family,” Nia said. She wanted to name her brand after these strong women who helped shape her. “It’s an homage to my maternal and paternal grandmothers and all maternal matriarchs of the family.”

Read More: Resources for New Parents in Hoboken

What to Expect at The New Storefront

The Myrtle&Flossie storefront is open Wednesday to Friday from 11AM to 7PM and Saturdays from 12PM to 7PM. Patrons can find many ready-to-wear fashion pieces that are designed to be mixed-and-matched and worn in different ways. Nia’s goal has been to curate a collection of clothes that new moms can wear on-the-go and feel good in.

One favorite piece is a puffed sleeve jersey cotton shift that can be paired dressed up with a blazer or dressed down with just jeans. The versatility of the collection is key. “I still love fashion,” says Nia, “but I need it to be easy.”


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A post shared by Nia Reid-Allen (@myrtleandflossie)

There are also a few baby items in the store which are great to grab for any baby showers. Nia chooses the most helpful products including baby carriers and grip socks that are perfect for the baby cruising phase. These items make great gifts or are great just to have.

Apart from baby-related items, Myrtle&Flossie also has other products including oils, skincare, and more. Nia also aims to support other moms with a “Mama’s Market” where she showcases and sells products from mom-owned brands. Nia also has a rack in the store called “Recent Relics,” which is a thrift store with used items for purchase and it promotes sustainable fashion opportunities.

See More: Family-Friendly Beaches in New Jersey

More Than Just a Clothing Store

Myrtle&Flossie is more than just a store that sells clothes and other women-related products. Nia is also creating a lifestyle and support center for new moms. While not open yet, Nia also plans to use a separate room within the store for other services including massages and yoni steaming with other vendors. These services would be by appointment only.

myrtle and flossie jersey city

(Photo credit: @myrtleandflossie)

Nia also knows the difficulties of doing something as simple as finding the right bra as a new mom, so bra fittings and full styling sessions are available too. Myrtle&Flossie’s “Curate my Closet” offering is a service that allows Nia to help complement clothes you may already have in your closet with supplemental pieces from Myrtle&Flossie and beyond. This is a great option to help new moms find their fashion again when their body is changing and adapting to this new way of life.

Stay in the know with @thehobokengirl on Instagram and TikTok.

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