Designing Confidence: Amandeeps Journey to Reclaiming Identity Through Fashion

This story is part of the Immigrant Entrepreneur Canada Summer Retail Incubator Program, presented by RBC and supported by Meridian.

The program provides hands-on retail experience and business training to help immigrant

entrepreneurs launch and grow their ventures in the heart of Ottawa.

Walk through the ByWard Market pop-up from August 13 - 17, 2025, and you will notice a rack of elegant, jewel-toned gowns that do something rare. They help new moms nurse comfortably in public without giving up style or confidence.

The designer behind them is Amandeep Kaur, founder of The Motherly Love Studio, who moved from India to Canada in 2015 and turned her lived experience as a mother into a venture with heart.

Amandeep’s idea began the way many good ideas do, as a real problem in her own life.

“When I became a mom, I was shopping around for maternity wear and dresses. I would look online and they were super expensive, and even if they were expensive they were not fashionable. I wanted something I could wear for picnics and for functions that would also meet the goal of breastfeeding my baby.”

So she sketched her own. “I asked my mom in law to bring something along so we could see if we can make it functional.

I asked her to do customized zippers on the inside.” When the first dresses arrived, the reaction was instant. “I was so happy. I love them. This is something I want to make sure all the women get.”

From the start, function and dignity sat beside fashion. The dresses are made from premium cotton and engineered for real life. “You just unzip, and then you can feed the baby,” Amandeep says.

She wore the gowns to pediatric checkups and nurses admired how practical they were, which gave her confidence to share the designs more widely.

Listening to customers has shaped the collection. “On the very first day of our opening ceremony, women from different communities asked for length, long sleeves, and something that would cover the neck,” she recalls.

One conversation stayed with her. “Just because we breastfeed and we cannot expose our body in public, we often have to compromise on outings. My idea is customized gowns with zippers on both sides so you do not have to lift up clothes. You just unzip and breastfeed easily in public.”

Building a business as a new mom took grit and patience. “It took me two years to bring it. I went back to my job when my baby was nine months old and kept creating ideas in my head. How can I start it. How can I implement it.”  

The turning point arrived with the Immigrant Entrepreneur Canada (IEC) Summer Retail Incubator Program.

“IEC came in when I was still figuring out where to start. They were very clear about everything from registering a business to how to put it in the market. They gave me wings to bring this idea out and showcase it to people.”

Community has been as valuable as training. Her advice to newcomer founders and especially immigrant women is direct. “I would just go to Karla. She is the best. She always gives the best advice and gets back to you right away. Go to IEC and get in touch with her.”

Next, Amandeep is exploring how her approach could make hospital stays more dignified for new moms.

The idea comes from her own experience. “Those [hospital] gowns were boring and would not strap properly, and people walk in unannounced. Many visits happen in the hospital.”

She has already discussed a concept with a professor in maternal and child health and hopes to create “non-exposure” hospital gowns, allowing mothers to maintain privacy while feeding and recovering.  

What sets The Motherly Love Studio apart is the way it blends fashion with care.

The gowns are beautiful, and they also meet cultural and personal needs that are often overlooked in mainstream designs. For some customers, that means more coverage.

For others, it means the freedom to attend community events without stress. For every mom, it means being present in the moment with a baby in arms and family by your side.

If you are in Ottawa during Pop Up Week, Aug 13 to 17, come by the ByWard Market to meet Amandeep and try the gowns in person. You can also follow her on Instagram at @themotherlylovestudio for new releases and behind-the-scenes peeks at her design process.

This blog post is part of our series celebrating the incredible entrepreneurs who participated in the 2025 Immigrant Entrepreneur Canada Summer Retail Incubator Program, presented by RBC and supported by Meridian, in collaboration with our community partners: ByWard Market, Invest Ottawa, Lennox Innovations, Ottawa Print Services, Ottawa Board of Trade, Square, and WhiskeyJack Media.