EXPECTING, a shop selling fashionable clothes for pregnant women, was founder Heather Booth’s second baby when she opened it in Gillygate, York in 2000.

The business was born out of Heather’s experience during her pregnancy with first baby Jack, when she bought her maternity wear from Europe because of the lack of smart clothes available for working expecting mothers.

Expecting provides all the things Heather couldn’t find, also including a maternity-bra-fitting service, breast-feeding tops and in November 2009, added a maternity dress party hire service for pregnant women who want a one-off dress for big events.

She has also launched a website to meet demand from shoppers from all over the UK.

As the business nears its tenth anninversary in September, Heather said 90 per cent of her business is from repeat customers and recommendations. She said it helps that the shop is family-friendly with a wide doorway for pushchairs and baby changing facilities.

Heather said: “Mums are welcome to feed their baby instore, there are toys and games to keep children amused and comfy chairs for family and friends. We also push buggies and hold babies while mums to be are trying on clothes.”

Heather is going for Women In Enterprise and Small Business Of The Year at The Press Business Awards 2010.