Our Values

We are a woman-founded, woman-owned small business that is committed to empowering women along their journey through motherhood.

We are redefining maternity wear for modern mamas. We believe that women shouldn't have to compromise between style, comfort and accessibility when they're dressing for their new bodies.

We use sustainable and organic materials in our garments where available and are reimagining ancillary items in the process, from hang tags to sewing off-cuts. Our clothes are made in Canada at local sewing studios who provide a fair and transparent wage.

Follow us on our journey as we put our customers, employees and planet at the heart of everything we do.

The Future of Fashion

Waste not, want not. We know that even though it can feel like forever, pregnancy is a short term period in a woman’s life overall. And we want to look good and feel like ourselves as our body changes in new ways. While the majority of Sonday’s collection is designed to fit you during pregnancy and beyond, that doesn’t mean a girl can’t change her mind or her style. We are looking at new ways to take back and donate gently used maternity wear (and non!) with women's programs and shelters across the city. We are committed to keeping clothes in use and out of landfills. Stay tuned for more details in late 2021!