and come in black, navy or
"It's a whole wardrobe. We've
gotten no price resistance.
They're chic, well-made, great
clothes. I just had my baby and I
didn't buy anything else," Ms.
Belly Basics uses a company
in Long Island to make the
It wasn't long after the part-
ners conceived their idea that Ms.
Gardner, 30, was able to quit her
job and devote herself full time
to the business. She and Ms.
Serota, 31, now have three full-
In the last quarter of 1994,
Belly Basics made $500,000 just
from sales at Bloomingdale's on
59th Street. The store was the
first to early the Pregnancy Sur-
vival Kit and sold out of them the
first weekend they were on the
"We were the No. 1 product at
Bloomingdale's. Michael Gould,
the director, told us they wanted
to make it a million-dollar item
by Christmas. He actually placed
a huge order that we didn't have
the money for, so he prepaid us.
That was unbelievable," Ms.
This year, they are projecting
sales of $2 million. Already, the
two women have added sales rep-
resentatives in Atlanta, Dallas
and Los Angeles. Locally, Hud-
son's, Roz & Sherm, Oz and
Kiddlywinks carry the Belly
Basic kits, and internationally,
Harrod's in London and de-
partment stores in Tel Aviv sell
A good idea is always ripe for
thieves, and theirs was no ex-
Ms. Gardner says knockoffs by
other clothing manufacturers
already has led to an out-of-court
settlement with one maternity
clothing company, and it's likely
that other battles loom ahead.
"We've revolutionized the in-
dustry. This is a wake-up call.
People realize pregnant women
want to wear the same clothes
they wore before. But it's frus-
trating, because we have to
stay one step ahead of every-
BOWLS fi TRAYS
10-24 KARAT GOLD
Jerusalem — Edusoft has an-
nounced the signing of a mar-
keting agreement with Swedish
publisher Bonnier to sell the soft-
ware maker's English Discov-
eries product in Scandinavia.
Bonnier, which received dis-
tribution rights to the school and
home markets in Sweden, Nor-
way, Denmark, and Finland, will
pay royalties of at least $200,000
to Edusoft by next February,
as well as royalties of at least
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1995 SEDAN DEVILLE
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