During the last few years Bradbury has found herself surrounded by pregnant friends. "So many of them told me they had to fly to Los Angeles or San Francisco to buy cute maternity clothes, and I thought I could save them a trip."

While maternity offerings have expanded on O'ahu, with stores such as Kahala Kids and Makana Mother & Baby and local designers such as Mamo creating maternity wear, pregnant women report they are still having trouble finding clothes to suit their style and that will still fit when they're in their last trimester.

Marni Ellgren of Wilhelmina Rise is due to deliver her son March 28. "For our generation, there is no other store in Honolulu that makes pregnancy fun," she said while checking out neon-bright halter tops at Hot Mama. "The transition from career girl to mom can be a tough one. Hot Mama helps. It gives me a sense of independence in choosing my clothes." During her first pregnancy, with daughter Amara, Ellgren said she "went to San Francisco to buy maternity clothes because I wanted something hip and different."

While Bradbury's personal taste is quite hip, "I am trying to be mindful of customers' tastes that may differ from mine."

The boutique's racks are stocked with the latest trends, including bright colors, white (which is in demand this season), metallics, floaty floral prints and lots of denim. Fashion-forward T-shirts feature halter necks, cami styles and clever ruching in front and sides to allow for growth. Many of the tops function well for both maternity and nursing.

Bradbury is also stocking sexy lingerie, nursing bras and camisoles by Bella Materna, Honeydew mesh panties and thongs, and swimwear that can work right up to a due date. She stocks maternity workout and yoga wear. An Australian line called Ripe looks like sexy slip dresses with ruching on the sides that allow expansion.

Gifts include books, bedding and fun items that range from the sublime (bedding by Baby Aloha and Posh Baby diaper bags) to the ridiculous ("The Three-Martini Play Date" book and a onesie with an image of Che Guevara).

Ellgren bought her husband a tank top that says, "I doubt this is the threesome husbands have in mind." Some of the women's tees say "Hot Mama," "Surfer Baby" and "Knocked Up." Yes, there is a shower registry.

Bradbury views Hot Mama Maternity as being in its first trimester. Her merchandising will be adjusted and added to as customers come in with requests. The plan is to grow the shop into a place where pregnant women can come to network. "I want to create a cooperative place where people with like ideals can come and learn and share during this special time," she said.