We have all by now heard of Wedding Planners. The latest thing now is, apparently, Baby Planners (or ‘baby concierges’). Across the United States and Canada, “baby concierges” are being enlisted by expectant parents to help plan and decide issues such as pushchairs, nursery decor, feeding parapernalia and everything else you can think of that’s involved in preparing for an impending addition to the family. And when America sneezes, the UK catches a cold, so expect these services to come to our shores pretty soon.
“It’s really overwhelming, especially when consumer products are so bound up with moral, ethical, esthetic and safety concerns all at the same time,” says Michelle Meagher, assistant professor of feminist cultural studies at the University of Alberta. “A baby concierge is a logical response.”
In the last three years, some 60 to 70 baby concierge businesses have been conceived in North America. According to the International Baby Planner Association, the average hourly rates run between $50 and $150, while packages can cost anywhere from a few hundred dollars to upward of $1,000.
Toronto’s Samantha Leeson, founder of BabyReady, describes the service as a “one-stop solution” to parenting anxiety.
“The biggest misconception about baby-planning services is that . . . if (women) can’t find time to prepare for the birth, then how will they have time to be a parent? It’s totally unfounded. We’re simply around to help them find their bearings,” says Leeson.
“Yes, we plan baby showers and help source out eco-responsible nursery furniture. But we also teach prenatal classes, offer lactation services, co-ordinate meal-planning and delivery services and have access to family portrait photographers and massage therapists who will visit an expectant mother in her home.”
Martina Rosini, who helms Vancouver Baby Planners, puts it this way: “Just like hiring a wedding planner wouldn’t make you a bad spouse, hiring a baby planner doesn’t make you a bad parent. If anything, it makes you a well-organized, well-informed parent.”
Shannon Choe, founder of Premier Baby Concierge in Pennsylvania, credits the fledgling industry’s steady growth to people’s desire for individualization.
“It’s information overload out there — almost like when you’re trying to use the Internet to diagnose a rash. You’re like: ‘Does that apply to me? Wait, would that work for me?’” says Choe, a mother of three. “The beauty of this is that it’s so tailored and personalized.”
Deborah Skolnik, senior editor at Parenting magazine, says support for the concierge concept is evident in everything from its economics — “a baby planner may end up saving you more than she will cost you” — to its progressive implication that being a good parent doesn’t mean loving everything that goes along with parenthood.
But there are drawbacks, too, to letting experts trump instincts.
“It’s a rite of passage to stand in front of six different gliders and try to decide which is the right one for you,” says Skolnik. “(Childcare) is a messy business, and having someone else do everything from the start doesn’t necessarily set you up for the shock.”