Push … and Jewelry May Appear

Mother of three, Melissa Mor, came from a family where jewelry was valued as tradition and resilience. Now Mor is the founder of Mrs. Push, an online “push” present destination.

A “push” present is a sentimental piece of jewelry given to mom after the birth of a child. Just when one thinks every possible retail niche is filled, push gifts are gaining in popularity and can even involve dad.

Mor recalled that her own mother received jewelry when she and her brother were born. “It just didn’t have the term ‘push present.’”

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And then there’s the extra layer of Jewish superstition — to avoid gifts that have baby’s names before birth.

Child silhouette charms are a best seller.

After delivering her own three children, Mor struggled to find meaningful gift ideas and created Mrs. Push 18 months ago as a one-stop shop for meaningful jewelry for moms. Mor’s attachment to jewelry has much deeper significance as she channeled her family’s escape from the Holocaust by now cherishing the pieces that made it to the U.S.

Mor herself actually never got a push present because she couldn’t find something that she thought was “special” enough. She came to realize there was no one-stop shop for push presents. Her friends came to her for the same dilemma — to help them find the perfect push present. Fast forward to Mor baby No. 3, as Mor recalled, “I had that ‘aha’ moment, I saw a void in the market and immediately created my business.”

Most push items are “custom,” so if the parent-to-be knows the name of the child, they could purchase it before birth. She explained, “But being Jewish, I feel like we are always superstitious and like to wait till after. That is, at least, my opinion. Then you also know the birthstone and birth date that can be engraved. Many of my clients also never got a push present but want something to represent their kids. So, we’re creating jewelry for moms of kids of all ages.”

Mor’s bestsellers are initial necklaces and bracelets that can be augmented as more kids are born. Child silhouette charms are another popular piece. For those, the customer uploads a side silhouette photo of the child; and at checkout, it’s converted to a solid gold charm where names and birthdates can be engraved. Less expensive gifts can still be solid gold like mini heart rings — also engravable. Mor can also package gifts to be unique baby shower or sprinkle gifts.

Melissa’s husband queried, “What about dads, we want to wear something representing our kids?”

Melissa likes to combine bracelet options as families grow.

Mor’s reply, “Maybe not given at the time of birth, but we make creative Father’s Day gifts like bracelets with a sterling silver plate that can be engraved with names or initials. The bracelet itself is either made out of silver or coated braided nylon.”

A native New Yorker married to an Israeli, Melissa grew up loving fashion and commemorating special occasions with jewelry. As an authentic fashionista, Mor attended the pedigreed Fashion Institute of Technology after which she was a buyer who traveled to Paris for fashion weeks.

She stated, “Nothing lights me up like a good outfit and the perfect jewelry. I love investment bags such as a classic Chanel, but equally enjoy shopping the latest trends on Revolve or at Zara and Mango.”

From the age of five, she was styling her family and telling them what to wear and buy. As the granddaughter of Holocaust survivors, she’s touched that somehow “their lives were destroyed, but they managed to bring their jewelry with them when they came to the United States. I would play in my grandmother’s jewelry box with all her good stuff from a young age. Every birthday, I would get a piece from her collection. Every piece tells a story, and when my girls want to know more about something in my jewelry box, I have the entire story to tell them. “

As jewelry related to sentimentality, when Melissa got engaged, she used a family diamond, an heirloom that was her great-grandmother’s from before World War II, that again somehow made its way to the U.S. in perfect condition.

The Mors are affiliated with Congregation B’nai Torah and Israeli Chabad for events and holidays. For more information about Mrs. Push, please visit www.mrspush.com.