Overview

Three remarkable and innovative women who revolutionized the field of maternity fashion. In 1938, two optimistic young women raised $500 and began a new business: designing and manufacturing maternity clothing. Within a few years, a third sister joined the business, Page Boy Maternity Clothing, which quickly became the foremost maternity clothing manufacturing concern in the United States. Dressing entertainment icons such as Loretta Young, Elizabeth Taylor, and Florence Henderson, the trio devised innovative marketing strategies and business ideas that made them leaders and celebrities themselves.

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9780896727991

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<p><p><p>I applaud Goldman for giving us so many reasons to love this book. The remarkable Frankfurt sisters were entrepreneurs well ahead of their time, daring to embark in a highly specialized niche in the worst of economic times--and succeeding on sheer creativity, determination, and, yes, even inflexibility. This is an illuminating study in fashion, family enterprise, and the trials and tribulations of women-owned businesses. Once I started reading, I couldn't stop.--Kay King, fashion designer

<p>The Page Boy Maternity fashion label is well known to those of us of a certain age. What we didn't understand at the time was the importance of these women entrepreneurs and their trailblazing as the first to manufacture fashionable maternity clothing. Kay Goldman has filled that void in this fascinating slice of history in the fashion world and the story of the Frankfurt sisters of Dallas. --Frances B. Vick, co-author of Letters to Alice: Birth of the Kleberg-King Ranch Dynasty

Dressing Modern Maternity is an insightful look at not only the entrepreneurial Frankfurt Sisters but also the development and growth of a new industry within the fashion world. The rise of well-designed maternity fashions under the talented hands of Elsie, Edna, and Louise also provides a lesson on how changing business practices and relational dynamics in family-held companies can be forces for success or failure. --Debra Polsky, Executive Director, Dallas Jewish Historical Society

Author Information

Kay Goldman, who holds the doctorate in history from Texas A&M University, has explored overlapping interests in business history and Southern Jewish history.

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