About Viemère

Clothes you love because it’s you

Featuring real women – non maternity clothes for the pregnant professional woman



Viemère started off as a personal frustration (confessions of a veteran image consultant/stylist!).  Having dressed over hundreds of clients; Joyce’s biggest frustration came from trying to dress her growing baby bump.  She was appalled at the lack of options and the inflated prices for these specialty clothing.  Your style shouldn’t change when you’re pregnant, she thought.  The clothes should work for you.  So she made do.  Joyce defiantly shopped at regular stores using her skillful eye to find clothing that would work for her changing body. 

Then after a life changing text message, she realized all her friends were experiencing the same thing.  Pitching the idea of an innovative maternity store to an old mentor, Joyce pushed her idea into reality.  After interviewing over 80 pregnant women and a few pivots later, she discovered that women across Canada was sharing the same sad stories when it came to maternity shopping. 

To solve this problem, Joyce launched a curated online clothing store for pregnant professional women using stylish non-maternity clothes. 

In addition, Joyce was tired of seeing models with a pillow showing nonpregnant bodies.  To honour and acknowledge the sacrifices and hard work all moms experience, Joyce decided to featuring real pregnant women to showcase her collection.

Viemère combines real mom stories & wardrobe inspirations that make pregnancy shopping fun again.