Backgrond and Objectives: Ethnic and culture are different  factors that affect the  pregnancy as a biological phenomenon. Beliefs and traditions related to childbirth are very important, especially in countries and communities with high mortality. Without sufficient knowledge and understanding about women's issues, policies related to improve maternal health will be unattainable. Therefore, this study aimed to explore the customs of various ethnic groups of North Khorasan about the pregnant women.

Material & Methods: This qualitative (ethnographic research) study performed  by individual and group interviews with open-ended questions in relation to the different traditions of the three pre-pregnancy, pregnancy, childbirth and the postpartum and newborn care from the three groups of women, (Mothers who admitted to the hospital for delivery, her mothers and her grandmothers). This study was performed in Bentolhoda hospital in North Khorasan. Interviews were continued until saturation results. Data gathering was done by note taking.

Results: The traditions were classified in three groups. Some of them are useful such as aspects of support and emotional assistance and psychological support of mothers and babies in childbirth at home or in the correct position. Negative beliefs can also be seen such as lack of colostrum feeding baby about worry of neonatal jaundice and neutralized beliefs such as (poly-cut) between relatives, especially those living in rural areas.

Conclusion: The situation of mothers and children in many developing countries suggests that there are a long way to change attitudes and behavior. Therefore, it needs to change reproductive behavior, attitudes and beliefs related to the fertility. Otherwise, purely technical measures, will have only a marginal influence on the promotion of reproductive health.