Business Spotlight: 9 Months to Grow

It started when the very-pregnant actress Demi Moore shed her clothes in 1991 and posed for the cover of Vanity Fair.

Since that time, said Cassandra Jones, women haven't viewed pregnancy in quite the same way.

"Pregnant women used to try and hide the changes their bodies were going through," Jones said. "Now they want to wear clothes that show off their pregnancy."

Jones, who owns 9 Months to Grow, is quick to show shoppers what maternity in the new millennium looks like.

Included in her store's inventory are many figure-accentuating items such as a pair of lace-up denim hip huggers, several fun and funky peasant-style blouses that accentuate expectant mothers' expanding bust lines and a leopard-print maternity/nursing bra, complete with matching thong.

"All the clothes I stock look like something you'd wear before you got pregnant," she said. "You shouldn't have to walk around wearing a tent just because you're going to have a baby."

Although Springfield has several second-hand maternity clothing stores, Jones said she found the selection of new maternity clothing to be lacking four years ago when she was pregnant with her daughter, Bailey. That's when she first began thinking about opening 9 Months to Grow.

At the time, Jones was employed as a human resources specialist at Penmac Inc. in Springfield.

Prior coming to work at Penmac, however, she had spent most of her career in retail.

Much of her retail career was spent working for America's Best Contacts and Eyeglasses Inc., where she worked her way up from receptionist to national trainer

"My job as a national trainer was to show new store managers how to do budgets, sales projections, handle employee issues, greet customers you name it," said Jones. "Basically, I showed them how to run a business."

Being on the road five days a week for America's Best Contacts and Eyeglasses got old fast, however, and she decided accept a position with Penmac.

Following the birth of her daughter, Jones decided to cut back her work schedule, and she accepted a position at LensCrafters in Springfield.

After four months, she decided to leave and start 9 Months to Grow.

Opening a new retail maternity clothing store, however, proved to be challenging. She applied for several business loans but was denied. Undeterred, Jones decided to do a little creative financing.

"No one would give me an unsecured business loan," she said. "So I did the very thing everyone tells you not to do. I financed it all using credit cards."

In late August 2000, Jones quit her job at LensCrafters.

Two weeks later, 9 Months to Grow had its grand opening, which was timed to coincide with Labor Day. Initially the 1,100-square-foot store stocked approximately $10,000 worth of inventory, most of which came from Florida-based clothing manufacturer Beshe Maternity.

"I spent three days at Beshe in May of 2000 learning all about maternity clothes," said Jones. "They were very helpful, and, of course, they wanted me to stock their clothing line."

Over time, however, Jones expanded her inventory and began stocking clothes from other well-known maternity clothing manufacturers, including Rebel Maternity, L'attesa, Olian, Japanese Weekend, Zoee Maternity and Duet Designs as well as nursing wear from Bravado of Canada. She also began stocking a collection of comfortable, low-heeled mules and started renting formal wear.

"It's a good thing I expanded because Beshe went out of business," said Jones. "If I had stuck with just one clothing line, I would have gone out of business, too."

Today, shoppers who come to 9 Months to Grow can find clothing in sizes 2 to 26. Shoppers also can find a wide range of styles, including career clothes, better casual clothes, and cruise and resort apparel. The store also carries slacks and pants in petite, regular and tall sizes.

According to Jones, approximately 90 percent of the clothes are made in the United States or Canada.

"My inventory has quadrupled since I've opened," said Jones. "Right now, I have about $40,000 in inventory."

Not only has Jones' inventory increased, so have profits. Within a year of opening, Jones paid off the credit cards she used to finance the startup of her business. This year, Jones said, she on track to show a 49 percent increase in sales compared to 2001.

"I'm well into the black now," she said and smiled. "It's a great feeling."

Jones is thinking of expanding and possibly renting another 1,100 square feet of retail space that's become available next door, which would enable her to double the store's square footage. She's also considering opening a second store in Joplin.

"There's no maternity clothing stores in Joplin right now," said Jones. "It would be a strong market. I just have to figure out if that's something I want to do."