The early 2000s saw the rise of the yummy mummy. Wholly dedicated to all things baby, bib and bugaboo, but with a yoga-toned body and the latest it-changing bag slung across the shoulder where other mums sported baby puke.
In the last five years, the yummy mummy’s business-minded sister has entered the scene: the mumpreneur. Like the yummy mummy, the mumpreneur is 100% committed to a home-centred version of motherhood. Unlike the yummy mummy, the mumpreneur has not given up her identity as a working woman. But because corporate careers are still difficult to reconcile with baby yoga and toddler swimming she has set up a business that is, literally and metaphorically, closer to home: cupcake decorating classes, personalised bunting, a toy comparison site and a French-speaking nanny agency are just some of the many examples from the business directory on mumpreneuruk.com. Run from home and requiring little start-up investments, such lifestyle businesses are promoted as perfect opportunities for combining motherhood and work.