Hancock mother creates her own maternity clothing line after being disappointed with traditional offerings

Jessie Daavettila is a problem solver. 

And the problem? She had trouble finding clothes to accommodate her changing body before, during and after five pregnancies.

“I wanted clothing that was stylish and able to transition through the various stages of pregnancy as well as postpartum,” says Daavettila, who is the mother of five children, all under the age of five. “Most of what I found was uncomfortable and unflattering.”

That clothing challenge became an opportunity.

Daavettila is the founder of RASKANA, an online brand of maternity and infant wear. RASKANA is the Finnish word for pregnant and honors Daavetilla’s Finnish heritage and her roots in the U.P. (One ‘a’ was deleted from the Finnish word to ease the trademarking process, she says).

“I wanted to create something that not only filled those gaps but also made women feel beautiful, confident, and supported throughout their entire pregnancy and postpartum journey,” she explains. 

Her husband, Tim, a graduate of Michigan Technological University and a software engineer at Steelhead, moonlights for RASKANA, handling logistics, operations and finances.

Daavettila and her family live  in Hancock, a community of approximately 4,500 on the Keweenaw Peninsula. The family had previously lived in Brighton, her husband’s hometown, located outside of Detroit.

Her career has been an adventurous one, taking her from her parents’ home on Portage Lake in Chassell to college in Chicago, where she attended The Illinois Institute of Art and graduated with a bachelor’s degree in fashion design. That was followed by stints working as an apparel industry professional at Klim in Wrigby, Iowa; at Stilo in Jackson Hole, Wyoming, and, finally, at Nike in Portland, Oregon. 

“I grew up sewing and patterning in my mother’s sewing machine dealership. I’ve also collaborated with more than 70 startups as a design and development contractor. That expertise and hands-on craftsmanship go into every RASKANA piece. I personally design, pattern, and fit everything to perfection,” she says.

The company’s clothing stands out for several reasons. All bottom pieces offer incredible stretch and recovery so that they are able to fit a wide variety of body shapes. It’s also one of the few maternity brands offering both petite and tall sizes. 

Future plans include offering adaptive clothing for pregnant individuals and those with disabilities.

RASKANA’s maternity essentials include leggings, bottoms, tops, robes and dresses. There’s a special section named Made by Me. The Made by Me Collection is a limited-edition run of styles featuring pieces that Daavetilla calls “fun new pieces.” Each piece is made to order by her. Customers may choose from a variety of fabrics including modal, organic cotton and wool. 

The Baby Essentials section includes new arrivals, tops & bottoms, infant tops & bottoms, swaddles, top knot hats, and bows. 

The “Bottom” selection is the MVP of the lineup. 

“The VAALIA Everyday Comfort Hi-Rise Maternity Legging and the SILEA Everyday Style Side Slit Hi-Rise Maternity Leggings are the company’s heavy hitters. If you’ve got a bump, these leggings are your new best friends forever,” Jessie said.

The direct-to-consumer sales model is one that works well for the company.

“We are currently available online only so our company’s physical location doesn’t directly impact our business. Our website went live on July 22, 2022, but like most businesses, the real work started long before that. Depending on how you count, we’re either just over three years old or three years wiser and a lot more caffeinated,” she says.  

RASKANA operates in a niche market, one Daavettila sees as growing.

 In a recent online Maternity Wear Market Summary, Grand View Research predicted a surge in demand for stylish and comfortable maternity wear due to more women joining the workforce as well as maintaining an active lifestyle during their pregnancy. Adding to this is a rise in disposable incomes and the growing fashion awareness of expectant mothers.

Grand View Research estimated the global maternity wear market size at $23 billion in 2024 with projections to reach above $30 billion by 2030. 

All RASKANA clothing is made of GOTS-certified (Global Organic Textile Standard, a global standard for organic textiles that covers environmental and social aspects of production) 100 percent organic cotton for its Cotton Collection. A variety of natural fibers are also used throughout all collections to provide enhanced performance. All RASKANA products are made in the United States.

“RASKANA is very much a labor of love with emphasis on the labor. I love what I do but e-commerce has to be one of the toughest spaces to get funded in,” she says. “It’s like showing up to a poker game where everyone else is playing with tech and AI chips, while all I’ve got is maternity leggings. 

“Most investors won’t even look at you until you hit $1 million in annual revenue, which feels a bit like being told to come back after you’ve already won.”

Daavettila found some investment help from the Michigan Outdoor Innovation Fund, an investment fund dedicated to fostering the growth of early-stage startups that leverage technology. The fund provided RASKANA with $50,000 earlier this year. 

“Our funds were directed at helping them with momentum on outer-wear related products, specifically the prototypes they are developing on winter bibs,” says Jim Baker, who is managing director and board member of the Michigan Outdoor Innovation Fund. “We make decisions with our investments to support founders who we think have what it takes to be successful.”

Baker said many aspects of RASKANA appealed to those who oversee the fund.

“Jessie has a very solid background and network in the outdoor apparel section and has infectious enthusiasm for the company’s mission,” he says. “She represents a great combination of talent, skill, network, and passion which together bode well for the ability of the company to grow and achieve financial returns for investors.”

He also notes that RASKANA “directly increases both enjoyment and accessibility of outdoor experiences for expectant mothers by providing them with clothing options that accommodate their changing garment fitting requirements which is particularly challenging for those seeking cold-weather outerwear.”

RASKANA’s website testifies to the quality of the product with five-star validated reviews from more than 163 satisfied customers and 573 likes on Facebook. One strong review came from Johanna Seppala of Greer, South Carolina, who is seven years postpartum and who has multiple chronic illnesses. 

“I searched for leggings that didn’t hurt to wear over my stomach on diabetic sites — something that looked like I was put together for going out on date nights. I’m able to slide my pump into the belly band without it slipping down the leg. The bellyband never rolls or slides unlike other brands I wore during my pregnancies,” she wrote. 

“Being able to reach mothers all over the United States while living in a remote location in Michigan is incredible,” Daavettila says. “The direct-to-consumer model allows us to connect personally with our community, listen to their needs, and build genuine relationships.”

An added bonus? “I was raised in the U.P. and love the area. It’s an incredible place to raise kids and gives them access to the outdoors.”