Gina Morris talks to women in Melbourne about buying cashfor-baby boom.
Four years ago, Ally Shultz, now 39year-
The three-child old suburban mother, sitting in front of her sewing machine, made a man-madefur, rug-wrap-
For her second child, son Emory.
She will put the fluffy package in the stroller and take it to the nearby cherdstone Mall, where she will be ruthlessly surrounded by people who want to know where she gets it.
Today she Minimink imitation leather
Fur products are sold all over the world, and the original replica of Emory is currently wrapped in the world\'s most famous children-Surry cruises and the growing Julie --Pitts.
In the past, women with children were labeled as one of two things: Accommodationat-
Mom, or professional mom.
Schulz is one of the few but still growing women who have begun their own beauty --
Baby business and form a new categorythe stay-at-Family professional mom
Starting a creative business in the fast-growing boutique children\'s industry comes with less guilt and a lot of bonuses.
It is acceptable to bring children to the meeting;
It\'s OK to let them hang out in the office, and when you\'re on the phone talking about business, no one cares if they\'re babbling in the background.
At Prahran warehouse base in Gertie & Me, there are Moses baskets on two labels, top-to-
Toe against the wall, each 34-year-
Old Master Anna guennis\'s fourmonth-old twin boys.
They\'re part of the office.
As a desk and copier.
In the storage room of mopit, the trendy kidswear store on the high street of Northampton, hiding behind a pile of boxes, there is a corner of the toy --
There is a big animal.
House full of dolls and a lovely spotblanket-
Mini covered bed.
Jenny Moon, 29, and Melissa Robbins, 31, let their children play, eat and sleep at work.
This is not always the easiest situation, but it is often easier for people to understand.
\"I used to have to control crying during a meeting with my accountant,\" Moon said . \" He remembered some difficult aspects of doing MD\'s mother.
\"But my accountant was great and finally helped me to do it.
\"Like Minimink, Moppit was accidentally launched after Moon started the screen --printing T-
The shirt at home, printed with slogans such as \"insomnia\" and \"chicken magnet\", was given to her now 5-year-old son Archie.
Interest grew rapidly, two years ago, the Moon \"dictator\" and her \"calm\" sister, who was a tall man at the time
School science teacher
In last November, they opened their first store in Northcott and are busy finalizing their plans for their second store on Melrose Avenue, Los Angeles.
Children\'s fashion has come a long way over the years.
It used to be a niche market and is now one of the fastest growing segments of retail, with an estimated value of $2 billion a year.
Not long ago, parents would happily dress their offspring with homemade clothes cut from old curtains.
Our mother might think the choice was limited at the time, but it was hard
The most important thing is to wear, be practical and cheap.
We know that there is no better, care less: we have car or fairy wallpaper in our teens.
But now everything is about style.
Kiddie couture is a thriving industry worldwide, with every designer brand from Armani to dujiabana launching expensive mini-fashions in their junior series.
The reason for market growth in Australia is obvious.
As the latest data from the Bureau of Statistics show, we are richer, have fewer children, and will have children in the future.
There are so many years of new mothers around, there are more jobsand-life-
The smart thing is that after creating or discovering the market gap, it is not surprising that some people are motivated into production.
For Schultz, the establishment of Minimink has never been for economic benefit.
\"I didn\'t throw it out because I thought it would make me rich,\" she explained, as she waited for some lunch at a cafe in Chad stone and it all started.
\"I made it because I wanted it myself.
\"In Australia alone, 7000 people wanted one last year.
Schulz, who has worked in the investment management department for 15 years and was laid off for several weeks before she gave birth to Emory, still runs the business at home herself, distributing to around 350 retailers around the world
When you buy products designed and manufactured by your mother, you can rely on a lot of things.
You can be sure of its safety, durability and washability.
For example, the faux fur used by Minimink does not fall off.
Moop\'s clothes must stand Moon\'s \"The worst money launderer in the world\" test, and Guinness sold a copy of Moses basinette until they were sure they followed the SIDS safety guidelines
Although guinness\'s company, Gertie & Me ,(
Kitty is her dog)
The baby has been \"very important\" for some time, starting months before her twin became pregnant.
As a fully qualified nurse, she joked that she decided to look for and sell the cradle --
Found them after a trip to Europe.
It was brave and \"maybe a little stupid\" at first \".
18 months have passed and things are going well, Guinness says.
She hired one now.
Three months ago, she moved her business from home to a warehouse.
Her costume collection has grown to include dresses, baskets and soft toys.
On her last visit here, Princess Mary purchased echidna from her local animal collection.
Getting celebrities to endorse your product is naturally very good for business: for example, sales of Bugaboo strollers have soared due to gwynys Paltrow and Apple baby.
Moppit has Russell Crowe, and his boys are often put on wallpaper in brightly colored street clothes.
AFL\'s chief executive, Andrew Demetriou, went a step further than simply promoting the product.
He and his wife, Symone, loved pure baby organic cotton dresses and they bought the company.
Symone admits it\'s mainly for their own benefit.
They want the brand\'s founder and designer Mirabai Winford to expand in order to buy more for their twin baby girls (now aged three).
Symone, 35, explained: \"This is a case where small businesses can\'t grow . \" He also has an 8-week-old baby girl.
\"So we are economically involved.
Andrew likes the product as much as I do, so it doesn\'t take much persuasion.
\"For most people, it is only when the child becomes a priority in their lives that they are involved, interested, and even noticed the child\'s retail.
Collette Dinnigan didn\'t start her Enfant series until she had her daughter Estella, Fiona Scanlan broke up with Gary Theodore after the second child George was born and launched Big
Simon Ryan, 33, is a consultant to Big and also sells the range and does PR and marketing for Little Horn (
Owned by Anita Cosgrove and her husband, Sean, who founded Moody\'s).
She resigned as a brand manager for Paul Frank, and after giving birth to her son Finn, she began to wear children\'s wear.
\"I can now put him up to my job,\" she explained . \".
\"I even took him to the fair.
You can really connect with the product as a mother and the retailer believes you understand the market and you understand.
\"But there is a disadvantage.
\"I can\'t fully adapt to the children\'s wear samples,\" she loosened . \".
\"My wardrobe is broken, but Finn\'s are amazing.
\"Today\'s parents dress their children and themselves. Often better.
According to a survey by financial services firm Mint, 68 mothers now spend more money on their children than on themselves.
There are many reasons.
Some parents want their children to have what other children don\'t have because they think their children are special and unique.
For others, it\'s about showing their sense of fashion and affluence on their biggest and best accessories: their descendants.
\"It sounds terrible,\" said the moon, herself wearing mopping-style pop music --
Color and jeans, \"but kids are an accessory: they are an extension of yourself.
I like to look good and I hope my kids look good too.
I want to be proud.
\"Of course it would make more sense to save our money and pay off our children\'s student debt in 20 years, but what\'s so cute about that?
\"When any of my children are dressed in beautiful or really suitable clothes for them, my heart gets bigger,\" Schultz said . \".
\"You love them anyway, but it feels like you love them again.
\"The super size is very interesting. Small is cute. A Mary Quant-
Cream and red
Trimmed mini dress 3
Six months, however, are dead.
However, doting on mothers accounts for only a small part of the buying market.
People are more likely to buy a pair of Prada children\'s boots for $185 (
Not even the real Prada)
Men, grandparents, friends without children, gay uncles and guilty aunts (
Who may be more grateful for the nanny service).
If you see but don\'t hear the child, at least everyone is helping to make them look good.
Oh, as you know, the fashion trends that appear on this year\'s Florence Pitti Bimbo Autumn/Winter 08 fashion show are: Highlights, Jacobean (
Puffed sleeves with high collar)and Woodstock.
The secret to being an entrepreneur is \"find a niche in the market, trust your intuition, and don\'t be afraid to try.
Keep simple business ideas and start-
Raise the cost to the lowest \".
Mirabai Winford, Purebaby \"can save money by working from home for as long as possible.
The main reason we opened the shop was because we found the perfect property.
The office behind us is paid by the retail company.
So don\'t rush to do anything.
\"Moprobbins, Moppit\" is passionate about the product and always gives yourself some rewards because you will end up spending it anyway.
\"Ally Shultz, Minimink\" research, research, research.
If you think there is a gap in the market, there must be a gap.
Know what\'s out there and what you can do to increase it.
\"Jenny Moon, Murray\" network.
Go to the fair and talk to the people who started their own business.
They can be very helpful and can give you retail advice and ideas about purchasing supply.
\"Anna Guinness, Gerty and meemie-
Manufactured by Melbournewww. moppit. com.
Children\'s wear from baby to eight-year-old boys and girls-year-olds.
Most popular: Red mopping rocker zipperup jacket. $64. 95www. minimink. com. auSoftest faux-
Fur carpet, wrapping paper, baby blanket, hat, boots and gloves lined with cotton-knit.
Featured: Honeycoloured 100cm-
$80 square carpet. purebaby. com.
Organic cotton baby and toddler dresses with classic stripes and subtle patterns.
Best choice: Cross
Butterfly Print Pink and chocolate kimono dress with striped leggings for $44. 95www. bigbyfiona.
Fashionable Children\'s clothes between the ages of 2 and 8 are not imitation of adult fashion.
Boys\' clothing is being phased out, but Fiona, the girl brand from 8 to 14, will debut next summer.
Preferred: blue or red dropswaist cotton-
Jersey dress with striped sleeves, $64. 95www. magnoliasquare. com.
From Thursday, April 19 to Sunday, April 22, the auBoutique fair at St. John\'s Anglican Church in malverdon presents a large number of local children\'s products. www. gertieandme. com.
Household goods and plush toys.
The most popular option: $29 cream and chocolate velour Gertie dog.