Ivory Wren & Co. Opens Boutique Retail Space at 2200 Elmwood Ave. in Lafayette

Ivory Wren & Co. has officially opened its doors in the Market Square development at 2200 Elmwood Ave. in Lafayette, Indiana. The boutique serves as the region’s first dedicated maternity shop, offering a curated mix of new maternity apparel, gently used resale clothing, postpartum essentials, and wellness products. Founded by Kaela Jaeger, the business aims to provide an in-store experience that allows customers to evaluate fit and product quality firsthand, addressing a noted gap in the local retail market.

The store has been operating since a soft launch in November 2025, building a steady customer base seeking alternatives to large-scale online retailers. Jaeger’s inventory emphasizes small-batch, independently produced goods vetted for pregnancy and newborn safety. Currently, the shop operates with a hybrid schedule of weekday appointments while Jaeger continues to balance her private therapy practice with the store's retail operations.