A new pop-up store at Tysons Corner Center hopes to attract shoppers looking for Mother's Day gifts.
Emilia George, a New York-based maternity lifestyle retailer, operates pop-up kiosks in malls selling clothing and accessories for pregnant and current mothers. The store will be open until Friday, May 17th on the second floor between Sephora and Lush.
The pop-up includes an invitation-only “Sip and Shop” event on May 9 from 5-8 p.m., where visitors can browse while sipping a soft drink or other non-alcoholic beverage. can.
The company will also celebrate Mother's Day on Sunday, May 12 with a “warm and welcoming event dedicated to celebrating caregivers,” according to a press release. The event will be open to the public, a spokesperson confirmed.
A press release states: “Emilia George believes in empowering women and celebrating the small luxuries of motherhood.”
Emilia George started as a maternity wear line in 2019 by New York City resident Elle Wang, but has since evolved into a broader lifestyle company. In addition to clothing, shoes, and accessories for women and children, we also sell baby formula, health and beauty products, toys, and household items.
According to the Tribeca Citizen, Wang started the business as a “side hustle” from home while working at the United Nations. She opened her flagship store in Tribeca in 2022 and wholesales her products to national retailers such as Nordstrom, Neiman Her Marcus, and Saks Her Fifth Avenue.
The pop-up at Tysons Corner Center has received such an enthusiastic response since opening on April 17 that Emilia George said she is negotiating with mall management for an extension.
When asked about the possibility of a permanent kiosk, a spokesperson said: “We have already received a lot of foot traffic and praise.” “There is certainly a possibility!”