These challenges faced Elisa Minsk Hartstein, co-founder of Expressiva Nursingwear, when she gave birth to her second child. A simple and every-day task like getting dressed for work became a tactical and strategic mission: Clothing had to be washable, easy to maneuver for breastfeeding, able to hide "leaks," and of course, appear attractive and professional. Despite combing the local shopping malls for suitable clothing, Elisa came up empty-handed. "There was just nothing out there that was suitable for work, or special occasions. I soon grew tired of having to get undressed to breastfeed," said Elisa. "I had to either stop breastfeeding, or stop working. Neither was an option."

Instead, Elisa took matters into her own hands and, along with co-founder Ed Hyken, launched Expressiva, Inc., a new brand of contemporary nursingwear that successfully marries fashion with function. Designs are based on current styles, do not look like nursingwear from the outside, and have strategically positioned nursing openings that enable mothers to nurse or pump discreetly and comfortably.

"We have had an overwhelming response from nursing mothers," says Elisa. "New mothers want to feel stylish and 'normal' again, and our clothes help them achieve that. As one of our customers said, Expressiva's clothes 'give working, nursing mothers an opportunity to maintain their professional identity.'"

Expressiva offers a full line of contemporary nursingwear including career, special-occasion and casual styles. Expressiva's garments can be found in its printed catalog (call 877-933-9773 to request one), and its website at www.expressiva.com. And, like all Internet retailers, Expressiva is open even after that 3am feed.