28 January 2007
Women are paying up to £2,500 for a 'baby planner' to take care of the organisational aspects of having a child.
It means they can hand over the task of choosing a pushchair, pregnancy class and even a nanny, to another woman.
The service is growing in popularity among those with busy working lives who have little time to prepare for a baby's arrival.
Baby Planners, which describes itself as an 'all-embracing service for women expecting their first baby', was set up by Keely Paice, a mother of two from Hammersmith, West London.
She said: 'A lot of women work up until the day of their maternity leave and some work weekends as well, and the last thing they want to do is trudge around maternity shops in their spare time.
'Young professionals nowadays are unlikely to live near their families, so they don't have access to help and advice from relatives.' Mrs Paice, 33, says women can spend up to 250 hours preparing for their first child.
A woman pushing a baby carriage
Professional women can spend £3,000 to £4,000 on products and services.
Mrs Paice, who has two daughters, Afiya, three, and Eleni, 15 months, said: 'Once baby arrives, we will hire the best maternity nurse, shortlist nannies and nurseries, advise on feeding patterns and help with establishing routine.' She has been contacted by nine companies worldwide who want to franchise her idea.
'Our service might seem like another entry on a long list of unexpected expenses, but we can save time, money and hassle,' she said.