Only in London.
Pregnant women can hire a 'baby concierge' to fulfill all of their consumption needs because apparently, shopping for a human that can't even talk (nor cares about the colour/size/horsepower of his/her pram) requires hired help.
Parents can create their own shopping lists, have a cup of tea and contemplate the merits of a digital hygrometer and thermometer to monitor the atmosphere of their unborn's new nursery or a hand-held UV monitor to guard against sun damage because that's definitely something that all new babies need (or J.Lo's babies, at least).
When did buying for baby become like buying a car?
Would you hire a baby concierge?
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