All photos courtesy of Evereve


If you haven’t heard of Evereve, you will soon. The brand started by a mom for moms is opening its 90th store, and first in New Jersey, on May 23 in Bridgewater. And we’re giving away a $500 gift card to go shopping! Head to our Instagram to find out how to enter. We caught up with Heidi Watson, the brand’s fashion director, to get the scoop on the new location and to score some styling tips, too.

We love that Evereve was started by a mom. Can you tell us about how it all began?

It all started when Megan Tamte set out to the mall, with a child in tow, to look for fashion that would help her feel more confident—since becoming a mom, she had let her style slide and she wasn’t quite sure how to get it back. Well, the trip to the mall didn’t go well that day—it was the ultimate horrible, no good, very bad day and Megan left the mall empty handed, with tears in her eyes,

On the drive home from her horrible shopping experience, Megan thought to herself, “Someone should create a retail concept that takes care of moms and helps style them with fashion that is modern, bold and fits their life—while making the shopping experience quick, easy, family-friendly and fun.”

For the next seven years Megan, along with her husband Mike, dreamed about the idea of building the first fashion brand in America to specialize in serving moms.

With a dream in their hearts and no retail experience at all, they took a giant leap of faith in 2004 and opened the very first store in Edina, Minnesota. They were thrilled to discover that moms immediately connected to the Evereve concept and were drawn to the way the clothes, stores and stylists made them feel—happy and confident.

Megan and Mike continued on with their dream to style, serve and inspire moms. Store by store, along with their founding team, they grew Evereve into a national brand of 85 stores and counting.

The mission of Evereve is to inspire every Mom to embrace her beauty and power.

 As Megan Tamte, co-founder & co-CEO says: “We didn’t just want to start a fashion company, we wanted to use fashion as a vehicle to love, inspire and empower moms.”

Your brand proudly markets to moms and the tags on your clothes read, “Show off your smarts, then show off your beauty. Be your kids’ first teacher, then their loudest cheerleader. Remember your passions, then live your dreams.” Your tagline is: “Give life. Then live it.” How does that come across in your clothes?

All women can appreciate the Evereve fashion and styling experience. However, we’re mom experts! Trendsend, our team of stylists, curated assortment, breadth of locations—even stores designed with play areas for kids—are services that cater to mom’s life, making fashion easy, fun and the perfect fit.

We curate a constantly evolving assortment of designer brands to inspire and, occasionally, dare moms to try something new. With a portfolio of national designers that build trust and owned brands that deliver, we cater to her busy lifestyle while encouraging her to step outside her comfort zone.

The fashion we carry is contemporary: modern clothing fit to flatter her body, not hide it. It’s comfortable, versatile and elevated—and always with a little attitude—letting her look and feel modern and relevant as she juggles life as a mom.

We style looks for work, weekends, playdates and nights out, truly delivering on our promise to style for life.

In a perfect world, we would all love to dress like Kate Middleton but, you know, reality. What’s your best advice to moms who want to look sleek, stylish and comfy?

Remember that fashion and clothes are empowering but dressing and clothes shopping takes time. It’s important to make time for fashion – and to ask for help! Almost every mom struggles with the very delicate balance of being her own woman and being a mom. Let a trusted stylist help you choose clothes that are appropriate for your lifestyle as a mom, but that also have a little bit of attitude to help you feel like a woman too.

Look for contemporary clothes that flatter and fit the body. Don’t let your clothes cover you up and allow you to hide. Kids need moms who are strong, fully alive, and confident, and this means accepting who you are and shining in your clothes.

What do you consider the 3-5 wardrobe staples we all need in our closets?

The essentials make the wardrobe—and it’s the foundation pieces that you reach for again and again that allow you to mix, match and style yourself from head to toe every day. Fit is paramount here—try multiple versions on until you find your perfect fit—it’s a worthy investment.

We all need:

  1. A great white tee—be it a v neck, a crew or a scoop, the tee is the ultimate layering piece, taking you from boardroom to classroom.
  2. Dark wash skinny denim—with so many options, there is a style for everyone. The ultimate dress up/dress down piece and absolutely worthy of the investment.
  3. A power jacket—the ultimate empowerment piece. Denim, vegan leather or stretch, jackets give you an instant waist, elongates your neck (pop that collar) and plays well with everything from dresses to joggers.
  4. A knit dress—versatility for the win! Easy to pack and new looks with just a shoe and jewelry swap (wedges to sneakers, studs to hoops).
  5. A utility pant—instant edge! Everyone needs a little attitude in their closet, and a cargo detail on an army green (or camo!) pant kicks it up from classic to cool.

Considering all we juggle as moms, we need clothes that are versatile, that we can take from work to soccer practice. What types of pieces do you recommend?

Versatility is all about the small tweaks. Look for pieces that can be dressed up or down with an accessory change, or layer easily. Think a printed shell that looks great with a blazer at work, and rocks it for date night with a destructed jean, or a moto jacket that works over a hoodie for playdates and adds the perfect finish to a dress for girl’s night out. Ankle length pants are a win—no need to worry about what shoes they will work with—heels and sneakers both play nicely and make for an easy swap from 9-5 to 5-9, and never underestimate the power of a statement earring or pendant necklace to turn up the volume on an outfit.

Style boxes area all the rage now. What sets yours apart and why?

After receiving a completed customer online profile, our stylists seek to understand what each woman needs to feel uniquely beautiful and powerful every day. They build relationships, give love and create looks for conquering the world in style.

We use real stylists (the majority of whom work in our stores)—not algorithms—to create looks for real women.  Each stylist completes over 17 hours of fashion education and participates in our customized brand curriculum to become an expert in body type, fit, fabric and trend, and certified in styling looks for every lifestyle

There are no styling fees, shipping fees or monthly fees. We deliver 2-3 complete outfits with styling tips and tricks right to her door. You can try it here:

What’s your best piece of fashion advice when it comes to looking and feeling confident?

Beauty is an inside job. We believe a woman reflects beauty when she has the courage to be her 100 percent authentic self. When a woman uses her unique interests, talents and gifts she has to love, serve, and add value to others’ lives, she shows the world what beauty is truly all about.

NJ’s first Evereve opens in Bridgewater Commons on May 23.
Get 15 percent off all purchases from May 23-28.
Come celebrate opening day with sips and snacks.