No need for expectant parents to wade through books or trudge round shops for the latest products guaranteed to turn others green with envy. Instead, for a fee of up to £2,500, parents-to-be can sit back while every detail of the pregnancy, their child's birth and their new family's early years is arranged on their behalf.
'We will organise everything from sourcing the best baby carrier to creating the baby's bedroom and arranging parent confidence classes,' said Keely Paice, founder of Baby Planners and the former editor of an international business magazine. 'Once baby arrives, we will hire the best maternity nurse, shortlist nannies and nurseries, advise on feeding patterns and help with establishing routine. In addition, we will be on call by phone and email 24 hours a day for one-to-one advice.'
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That almost sounds freakishly scary. Like a "big brother" approach where everything is done for you. Where's the empowerment to do for yourself.
Also all the joy of preparing for your child is taken away. So what if you don't know where to buy the best, latest, superdooperest pram for you baby. All of the information they promise can be accessed online for yourself. Blimey... when in doubt Mumsnet!
Don't like it (bet some do though) and at 2.5K that's a lot of money for what I can get on MN for free (apart from the nanny hire). But my biggest thought is that it takes too much away from the new family and leaves them dependent on people who are likely to be influenced by advertisers. Where will they get their feeding advice? Who will they be accountable to? Nope... not keen.