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Maternity boutique opens in downtown Turlock
Magical Mamas
A new maternity boutique, Magical Mamas, recently opened in downtown Turlock and offers clothing for women in all walks of life (ANGELINA MARTIN/The Journal).

Name of business: Magical Mamas

Type of business: Women’s clothing store

Location: 173 S. Thor St., Turlock

Hours: Noon to 5 p.m., Monday through Saturday

Contact information: 209-408-4292

Specialty: Maternity clothes


History of business:

When Turlock resident Alannah Ward realized there weren’t many stylish boutique options for pregnant women in town, she decided to jump into action.

She opened Magical Mamas in downtown Turlock this month, offering maternity clothing for every occasion as well as fashionable styles for women who aren’t expecting. The new boutique celebrated its grand opening on Nov. 5 and has since provided affordable options for everything from a fancy dinner to the school play. 

“I was pregnant and couldn’t find anything to wear,” Ward said of what inspired her to open a maternity boutique. 

In search of a fancy dress to wear out to dinner in Napa, Ward was forced to order clothes online — none of which had her desired fit once she tried them on at home. 

“I just thought it was so unfortunate that women are pregnant and can’t find clothes because there isn’t really anything local,” Ward said. “Some places have basic things, but it’s not enough.”

Ward felt that women who are pregnant deserve to shine in one-of-a-kind pieces as well, she said, and she hopes Magical Mamas can provide a sense of self-worth for them. 

“With being a mommy, basically you are magical. You stay up late, you're up all night...There’s this pride of being a mom and you have that pregnancy glow,” Ward said. “Sometimes as women, or as parents I should say, we forget about ourselves and we tend to focus only on our kids.”

Magical Mamas offers maternity wear for any occasion as well as options for customers of all shapes, including plus-sized. Shoppers can also choose from accessories like hats, bags and baby accessories. 

So far, Ward said she’s felt welcomed as a downtown business owner. Other boutiques have helped her settle in and even offered their advice. She also works as a home health nurse and is looking to hire employees at Magical Mamas to provide more hours for customers. 

“I just want every woman to feel confident in every aspect of their life, so being able to help others feel good is such a good thing,” she said.