Big Steps for Baby Lurve

The Syston Town News were invited to the opening of a new baby outlet, Baby Lurve in East Goscote on Friday 15th February. Located at units 9/10 The Warren, East Goscote.

This well appointed, spacious store is light and sophisticated with plenty of room to try out the prams and baby car seats. It is filled with some of the most lovely baby products available today. This includes some exciting well-known brands as well as some up and coming new names. Family favourites, Quinny, Maxi Cosi, Mima and Joolz and Storksak were all present.

During the afternoon several celebrities came to meet the owners and look around the outlet. These included ex-TOWIE cast member and mum to be Georgina Dorsett, as shown in our picture. She enjoyed looking at all the baby equipment and  testing them out. New mum Chantelle Houghton arrived with baby, Dolly. BBC presenter Amy Garcia and local Leicester City Football players, Paul Gallagher, Conrad Logan, Ben Marshall, Danny Drinkwater and Ritchie Wellens were all present at the showroom.

This success story began in 2007 when Dean Price, Owner, was made redundant and wanted to explore a new way of working to avoid being in that situation again. Also being a new Dad he began searching the internet for more attractive mother and baby bags, he found the brand ‘Pink Lining’. He started to sell the ‘Yummy Mummy’ bags from his dining room table, buying and selling just a few to begin with. It all took off once Amazon contacted him and asked if he could supply them with the bags so Baby Lurve was born! He and partner, Natalie Shade, moved to small premises locally as the business began to grow. When they decided to increase the range of products they needed a larger outlet which lead them to East Goscote and after some work by a local builder they have transformed two units into one. They are now both enjoying the rewards after years of hard work, sleepless nights and some tears!