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It’s been a while since I last shared a resource for parents in the Edmonton area—and I’ve just discovered a real gem for new moms. Have you heard of The Fourth? It’s a beautiful maternity and postpartum store found on the second floor of Southgate Mall, and it’s so much more than just a shop.

How The Fourth is building a village for moms

Have you ever wished there was a place where you could walk in with your baby, your hair in a messy bun, and your questions hanging heavy—and leave feeling seen, supported, and maybe even smiling? That place exists, and it’s called The Fourth.

It’s a cozy shop where you can find thoughtfully chosen maternity and nursing clothes, postpartum care items, and beautiful local gifts—but the real magic happens beyond the shelves. The Fourth was created for mothers, by a mother who understood just how tender the early days of parenthood can be. It’s a space for connection and care—where new moms can join free support groups, show up for craft nights, or simply take a moment to breathe.

The name refers to the “fourth trimester”, those blurry, beautiful, and often lonely weeks after giving birth. It’s a time that deserves way more attention and support than it usually gets—and The Fourth is here to change that.

I talked with the founder, Iris, to learn how it all began, how it grew from a simple idea into a thriving storefront and community hub, and what continues to drive the passion behind it all. Here’s what she shared.

The story behind The Fourth

From frustration to inspiration

“I really wanted to help moms find maternity clothes because I had such a hard time when I was pregnant,” she recalls. The idea for The Fourth came to her during her first pregnancy in 2014, but it felt like too big of a leap at the time, and she wasn’t quite ready for it. Years later, while on maternity leave with her third child, she realized that even though she no longer needed maternity clothes herself, there would always be other moms who did.

That spark became a business plan, then a website, and then… a pandemic. Launching during lockdown with three kids at home and no support network was one of the hardest things she’s ever done. Still, she got creative and began offering home try-ons, dropping off clothes on doorsteps and chatting with moms from a distance. She genuinely loved that part—it turned a faceless email into a real conversation.

But it wasn’t a sustainable business model. It was incredibly time-consuming: prepping clothes, driving all over town, waiting in her car while women tried things on, then going home to put everything away again. That’s when she started considering a storefront.

From side hustle to storefront

What began as a small online home office soon took shape as a pop-up in Southgate Centre—and just like that, a dream became reality. The new location also gave her the chance to support other local small businesses.

Iris started inviting other Edmonton-based women-owned businesses to stock their products in the shop—beginning with 20 vendors and growing to over 80. It’s her way of giving back. Launching a business is tough, and she wanted to help others the way she wishes she’d been helped.

Creating community, one coffee at a time

The shop was thriving, but something still felt missing. Even as things reopened post-COVID, moms groups remained online or disappeared entirely.

“I saw this need in a mom I knew who felt really isolated. She had no family here and just couldn’t connect with anyone. She mentioned that quote, ‘It takes a village to raise a child.’ Then she asked, ‘Where’s this village?’ I thought, if one mom is telling me this, how many others are feeling the exact same way?”

That’s when she started Coffee & Convos, a free, drop-in moms group hosted right inside the store. At first, it felt strange to run a support group in a retail space—but the need was obvious.

In just over a year, the group grew from six moms to fifty women, babies, and strollers filling the store. It was beautiful chaos! Wanting to create a better experience, Iris expanded the group to two days a week.

Today, Coffee & Convos Moms Group runs every Tuesday afternoon and Wednesday morning, consistently drawing an average of 20 moms per session. It’s become the heart of The Fourth.

Not just support—real resources

Each week, Coffee & Convos welcomes guest speakers—primarily health professionals. “We’ve had physiotherapists, occupational therapists, speech language pathologists, doctors, dentists, optometrists, dental hygienists, dietitians, naturopathic doctors, acupuncturists, chiropractors—you name it. Even moms sharing their personal stories around postpartum anxiety or depression.”

For Iris, it’s about filling a gap she knows too well. “If there’s any issue when you’re a new mom, you’re not really given direction—not even told what’s normal or where to go. And none of it is covered by public healthcare. You’re already caring for a newborn, juggling everything, and now you have to figure out how to get help on your own.” By bringing local experts and personal stories into the room, Coffee & Convos creates a space that’s practical, supportive, and rooted in community.

It’s all about making resources accessible, normalizing struggle, and reminding moms that help isn’t out of reach—it’s in their community.

What makes The Fourth different?

It’s simple, really. No sign-ups. No fees. No barriers.

The moms group is 100% free. You don’t need to register. You don’t need to explain why you’re there. You just show up. If you’re pregnant, postpartum, or even just in need of a soft place to land—you’re welcome. Partners, friends, doulas, and grandparents have dropped in too.

Why all of this for free? Because Iris has seen, firsthand, how often access to support depends on money.

“As a dental hygienist, I’ve found that a lot of people make decisions based on their income. They’ll say no to what they need for their health because of finances,” she shared. “I didn’t want the moms group to be inaccessible to any mom. If you need support, you should be able to get it.”

Why it matters so much to Iris

Her own experience with postpartum anxiety after the birth of her third child brought this into sharper focus. “It was a struggle,” she told me. “I had to advocate for myself. I had to go find help, make the appointments, talk to the doctor—it was all me. And it felt strange, because when I’m working, I do everything for my patient. If they need help, I help them or get the dentist to help them. So why, when I was the patient, was no one doing that for me?”

That’s one of the reasons she’s so committed to keeping Coffee & Convos free and open to all. “One in four moms are diagnosed with postpartum depression or anxiety—and we know that number is underreported. So for me to say, ‘You can’t come because you don’t have the money’? I can’t imagine that.”

Moms now come from all over—Edmonton, Spruce Grove, Stony Plain, Sherwood Park, Fort Saskatchewan—to visit The Fourth. It’s a rare kind of space in the city: one where a mom can walk in with a crying baby and not feel judged. “There are so few places where moms can go,” Iris said. “There’s the playground, the library—but where else? And how do you meet other moms?”

That’s exactly what The Fourth offers: a space for connection. “We’ve had moms who just moved here with a newborn and don’t know a single person. Or moms who are the first in their friend group to have a baby. This is where they come to find their people.”

More than a shop

And as for the store itself? It’s less about commerce and more about care. “I’m not here to run a business,” Iris said. “This is about bringing something different to the community.” The products are carefully chosen for new families—but also for anyone who loves supporting local. “I really curate for what I think our customers will love.”

Rooted in community, driven by care

When asked what she loves most about the work she does, Iris doesn’t hesitate: it’s the people.

“Just the ability to meet so many new people in our community—and to know that I’m helping others,” she said. “Because I’m not doing it for the money, it’s really about the impact. That’s what drives me.”

Sometimes that impact arrives as a quiet message in her inbox from a mom who almost didn’t come. “I love those stories where a mom says she sat in the parking lot wondering if she should even go to the moms group. And then she came—and now she’s been coming for months.” Others tell her they’ve made lasting friendships, started playdates or weekly swimming meetups—all sparked by a morning at The Fourth.

But Iris’s community care doesn’t end with Coffee & Convos. Alongside her friend Jill, she’s organized a diaper drive with Edmonton’s Food Bank for the past two years, collecting more than 40,000 diapers and $8,000 to $9,000 in donations.

“It’s about helping moms in whatever way I can,” she said. “I’m always asking: what’s next? What else can I do?”

Part of that drive comes from a deep frustration with the lack of public support for parents—especially around mental health. “I don’t think we can just wait for public services or the government to step in. I wish we could. I would love to see mental health services fully covered. Because how many moms who are struggling can afford to pay $200 an hour for therapy?”

So she does what she can. If a free moms group offers even a small mental health boost—a moment of connection, a breath of relief—then that, for Iris, is something worth continuing.

The weight behind the work

Still, none of this comes without cost.

“The hardest part is the amount of time it takes,” she admitted. Between running the shop, hosting the moms group, organizing community initiatives, and working 15 hours a week as a dental hygienist—all while raising three kids—her plate is constantly full.

“It’s like running two businesses at once. And every time I say yes to something for the store or for the community, I’m saying no to my family. That’s a really hard choice.”

She credits her husband, who’s “super, super supportive,” and her mom, who’s always cooking or helping out around the house. “Without my support network, none of this would happen.”

Her advice to new parents

So what would she say to a new parent, standing at the edge of it all?

“Put yourself first,” she said gently. “A lot of moms or new parents put the baby first—but we forget that if we’re not healthy, we can’t care for the baby the way we want to. We need to prioritize ourselves, because new parents are often very neglected and forgotten.”

That’s exactly why The Fourth exists. To offer a space where no one has to explain why they showed up. Where babies cry, friendships begin, and someone has thought about you—the parent—for a change.

Visit The Fourth

If you’ve been looking for a place to exhale, go visit The Fourth. Whether you stop by the shop to purchase unique items, drop in for a moms group, or make a donation online, you’re helping to keep this space—and everything it offers—free and accessible to those who need it most.