When Jaime Sanderson was expecting her first child, her midwife’s office contained a tiny natural-parenting products store called Babes in Arms that happened to be owned by two of her friends. When one of the partners decided to leave the business, Jaime bought in. The business grew rapidly and is now located in its own Bridgeland space.
“We’re the only store in Calgary specializing in baby carriers and cloth diapers,” says Jaime. The store carries dozens of brands and also offers classes in baby wearing (a tot-transport method in which parents use structured and unstructured carriers to tote their little ones) and cloth diapering. Its baby-carrier rental service is aimed at parents who want to try before they buy.
In a store that caters to sometimes uncertain new parents, sales staff must be part counsellor. “My employees are really exceptional women,” says Jaime. “Most are moms, and they all have a strong passion for positive parenting. They find helping new parents pick just the right product to make life with a newborn or toddler rewarding. I know our customers appreciate that effort.”
