It’s Hip to be Round: Anne Kennon
photo credit: Jake Lyell
When asked to choose her favorite item at It’s Hip to be Round, Anne Kennon gasps. “It’s like choosing a favorite child!” she exclaims in mock dismay. Kidding or not, this devotion to her products makes It’s Hip to be Round a must-stop-shop for Richmond’s mommies-to-be.
Open for 2 1/2 years, Kennon’s store seeks to provide stylish alternatives to the mu-mu and stretch pant prison many women feel relegated to during their pregnancies. Shoppers will find a great selection of casual, office, evening, and swim wear, as well as those cute novelty tees that allow women to show a sense of humor and pride in what was once consider a “delicate condition.” They can choose pieces from several off Kennon’s favorite maternity designers like Olian, Michael Stars, and Japanese Weekend (her personal favorite because of the multi-functional designs of each piece).
Dads-to-be can also find some goods of their own. It’s Hip to be Round has an extensive collection of dad-friendly items, all of which can be found on the second level. As an added bonus, Kennon has equipped the second floor with a TV and couch to keep dads comfortable during shopping trips. Big brothers, big sisters, and grandparents can also get in on the fun with inventory selected just for them as well. Kennon has also chosen a great selection of baby gifts and accessories. She carries that coveted Bugaboo carriage and baby clothing up to 12 months.
Clearly, Kennon’s shop has a lot to offer. But, what she takes the most pride in is the service she and her small staff provide. This dedication to customer satisfaction stems, believe it or not, from Kennon’s former life as a country club employee. After earning a masters degree in physical education, Kennon spent 10 years serving the needs of the often-demanding clients in the country club circuit. A quarter-life crisis lead her into retail where she spent time at Gap and Baby Gap. The high demands of her former job made Kennon accustomed and able to provide extraordinary personal service. She eventually ended up working at another local maternity store. She admits she “fell into to it,” but found the work to be rewarding. She loved seeing a woman schlump into the store feeling frumpy and gross and watching her strut out feeling beautiful and comfortable. Kennon also enjoyed working in a smaller setting that allowed her to provide personal service and guidance to customers who are often scared to take that leap into maternity wear. When the opportunity arose to open her own store in Carytown, Kennon jumped at the chance to be a part of this shopping district known for its high quality merchandise and excellent service.
It’s immediately obvious that Kennon fits right in with Carytown’s good reputation. She didn’t hesitate to pause during our conversation to greet a customer (and baby) by name. She made herself readily available to answer questions and give advice regarding garment size and gift ideas. She says it’s this personal attention and knowledgeable advice that separates her shop from the its larger counterparts. Her staff is also known for taking the time to call a customer when a new item arrives that might match up with her style or needs.
Such customized, conscientious service has earned It’s Hip to be Round a stellar reputation with the expectant crowd in Richmond. Many customers come insisting, “My friends told me I had to come here.” As Carytown business owners know, word of mouth gets you far in this town. If Kennon keeps it up, she can expect to be seeing the expecting for a nice, long while.
