Julie Khoury and Dori Rhoades first met in 1999 while working as buyers for a start-up company in Los Angeles called Babystyle. As Babystyle expanded its services from online to catalog to retail stores throughout the West Coast, Dori and Julie oversaw buying for the company’s softlines department, which included maternity and baby/kids apparel, along with nursery décor.

With this experience, coupled with the fact they both were in the early stages of starting their own families, Julie and Dori dreamed of creating a unique home for hip and eclectic designers from the U.S. and abroad to showcase their collections before the buying community.

Their dream became a reality with the birth of Conception in 2004. Having experienced their own pregnancies (Dori with Oliver and Hanna, and Julie with Aisley), the two not only bring to Conception a keen eye for fashion, maternity apparel and accessories, but also a “feel” that only a mother would know. This hands on familiarity, enables Conception to feature lines that keep mommies-to-be stylishly chic during pregnancy.