OFFICIAL DATE: The new digital platform for-stylish moms,, will make its official debut today, just in time for Mother’s Day. Appropriately, it will feature motherhood coach and star of Bravo’s “Pregnant in Heels” Rosie Pope in its latest installment of “Mom Essentials,” where she will share her expertise on juggling a successful career and motherhood, as well as new mom Ivanka Trump, who will be similarly featured on the site on May 11.

Following the introduction of an iPad app last November and a soft launch in mid-March, Elizabeth Street was the first of Emanuele Della Valle’s media properties to launch under his just more than one-year-old venture Mediabend Capital (it also owns LifestyleMirror, which launched in February). The app originally cost $4.99 a month when it came out six months ago, but there’s now a free basic version as well. “Besides the editorial component, which is incredible, is that this network of moms — which was once closed — has now opened,” Della Valle told WWD of the influx of submissions received for the “Be Our Next Mom” section. “We’re receiving them from all over the world. It’s an infinite network.”

This story first appeared in the May 9, 2012 issue of WWD. Subscribe Today.

The official launch will also see the introduction of a new section “Little Pink Book,” a worldwide directory offering moms the best in shopping, restaurants, museums and outdoor parks by city, including versions tailored for New York, Los Angeles, London, Milan, Paris, Berlin, Hong Kong and Tokyo, with more to come by year’s end.

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