Mayarya provides a variety of maternity brands. Pictured is a Isabella Oliver cap scoop top and Silvi print trousers. [Photo provided to chinadaily.com.cn]

Fashion for expectant mummies

Trend watch: Basic type shirt

"This isn't a job for me. I find it exciting to discover new brands," Shetty says. "I wanted to keep the shop open-minded, and I tapped into my knowledge of different labels from all over the world. It's not just a maternity wear shop and we don't just stock maternity brands. It turns out that about 40 percent of our customers aren't even pregnant－a higher number than we expected."

One of Mayarya's biggest assets is its selection of colorful apparel. "Some maternity wear only comes in black, gray and navy," Shetty notes. "Not only are these colors depressing, they are also visually boring." Mayarya stocks solids, prints and patterns in every hue of the rainbow alongside avant garde basic black garments.

The shops themselves echo that sentiment. Calm baby blue color schemes, classic moldings and central lounge area envelope customers within warm cocoons.

"About half of our designers are from the US and the other half from Europe," Shetty says. "We also have Japanese, Australian and New Zealand labels. For example, Keungzai is a UK brand with a Hong Kong-born designer."

Keungzai offers tops and dresses in relaxed fabrics that are draped or pleated for a flattering silhouette over maternal curves. Its cuts are avant garde and feature asymmetrical or dipped hemlines.

Predict, a Hong Kong-based brand, produces a collection exclusive to Mayarya with Shetty's input. Its elegant A-line dresses and tops show off curves in bright colors, and can seamlessly transition from the office to a night out.

Sweet Mommy is a Japanese label with apparel made from bamboo fabrics, soft and sustainable materials. Its collection includes outerwear, dresses, sleepwear and lingerie. The latter is equipped with cut-outs to help facilitate breast feeding.