Small Business Sunday With The Fourth

This is a very challenging time for so many people and so many small businesses. We love supporting local and wanted to do our part in showcasing some fantastic small businesses.

The Fourth Maternity & Nursing Clothing

This week we are speaking with Iris Toon, owner of The Fourth an online maternity and nursing clothing store.

She is a mom of three girls under the age of 5. Iris was born and raised in Edmonton and started The Fourth in April of this year. The Fourth is a maternity and nursing online store inspiring mothers to love their bodies by dressing them from the first to the fourth trimester. Their collections of maternity, nursing, and postpartum fashion have a minimalist, feminine aesthetic style and include sizes XS, S and M at affordable price points for modern moms. You can find The Fourth on Instagram, FacebookPinterest and on their website.

What made you choose this type of business?

I’ve always loved fashion, but never knew how to dip my toes in. My day job as a dental hygienist is totally unrelated! When I was pregnant with my first daughter, Isabella, I had trouble finding clothes that fit my style and petite body. I nursed her for a year thinking I could get away with not buying any nursing tops and ended up ruining too many of my shirts. After talking to my mom friends about our experiences and struggles with shopping for maternity and nursing clothes, I finally took the plunge!

What is your favourite small business (aside from your own)?

This is such a tough choice!! I’d have to say Bloom Cookies. Their London Fog cookie is what makes me keep ordering. I’m not vegan and I don’t have allergies, I just LOVE their cookies.

The Fourth Maternity and Nursing Fashion

If you had one piece of advice to someone just starting out, what would it be?

Just go for it! I wish I had started out earlier rather than keeping this idea burning in the back of my mind. There would’ve been more opportunities, more moms to connect with, and I’d be so much more ahead of where I am today.

If applicable, has your business been negatively affected by COVID19? If so how have you coped?

Launching in April right after lockdown and three kids under 5 at home 24/7 was not the ideal scenario haha! I definitely have later nights now that my days are spent with the kids. I’ve been reaching out to moms and connecting as much as I can for the sake of my mental health. Thank goodness for Zoom and porch visits!

The Fourth Maternity and Nursing Fashion

What are your long term business goals?

I’d love to use my business to empower moms whether it’s small, like a word of encouragement, or big, like getting their business to launch. Starting The Fourth has helped with my postpartum anxiety and become an outlet of self-expression. I love fashion and I love building community. It would be amazing if I could build a network of moms to help those around them and eventually have a global reach.

The Fourth Maternity and Nursing Fashion

What is your funniest/weirdest/most memorable experience with a customer or client?

One of my first deliveries was to a friend and I remember she opened the door with her newborn in her arms. At the time, I was so flustered thinking about Covid and being 6 feet apart, I practically ran off without a glance at her baby. It’s a good reminder that even in times of pandemic, we should pause and live in the moment to see the good in our lives. There are still things to celebrate like welcoming a child into this world and celebrating with cherished friends.

Thank you to Iris Toon for participating in this week’s Small Business Sunday.


If you are a business owner interested in participating please email

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