Why has this suddenly changed? It could be a combination of things, but what is true is that we hare having children later in life than we were 20-30 years ago, so a lot of us are independent women who hold our own purse strings and are quite used to popping into our local boutiques every now and again to spend a few well earned pounds on that glorious dress, handbag or heels we have been admiring - and why should we stop doing that just because we are pregnant? We need to look and feel professional while carrying around an extra 3 stone; we have spent long enough getting to this point so we are going to embrace and enjoy the whole experience. We have already decided we want the best for our little one and that starts with feeling good about ourselves - right down to our sexy new, if a little bigger, underwear!

Shopping while working has got a lot easier now as well, with companies like us letting you shop seven days a week on-line, so whatever lifestyle you are leading you can always find time to log on and check out the latest maternity fashions.

Even the department stores are realising the full potential of this business. We were recently approached by House of Fraser and have just opened our first boutique shop in their Birmingham branch, where we have a different customer base to that of our Lincoln boutique or even on-line, as different lifestyles drive different purchases.

We also spoke to Helen Wooldridge, Co-founder of Cuddledry.

With parenting so different now to how it was 20 years ago, manufacturers like Cuddledry have to take this into account when developing products. Whilst some priorities for baby products endure - such as the highest quality design, fabrics and construction, or simple practicality - there are new considerations such as convenience and time-saving, as well as social and environmental concerns. We feel these points apply not only to how our products are designed and made, but also, how we take them to market.

For example, the way in which Cuddledry products are packaged, the design of information which promotes and explains Cuddledry and the places our range is for sale - all need to fit in with the needs of our target market. Our products need to simply explain to mums and dads why they will make life with their new baby simpler, and their time all the more precious and enjoyable, especially for working parents who may only have a limited amount of time with their baby each day. It is also important that it is made clear that products have been made ethically, since research shows more and more buying decisions for today's babies will be influenced by social or environmental values.

The way we sell to today's parents is ever-changing - we need to be ready to sell at all times of the day and night via the internet, as well as offering a clear and fast explanation of each product's value in-store.

Ian Mullard of Mediaman, PR for Petite Star, believes much of this change has taken place over the last 12 years, with manufacturers' product ranges evolving to match modern lifestyles.

Ian told us:"Graco changed the face of the high street when it introduced the concept of the mass produced travel system to the UK 11 years ago. Before this, travel systems were heavy and ugly and designed around a 30 year old platform. By contrast, the Kurvi by Petite Star is pure 21st century design. It carries very little of the DNA of pushchairs of the late 90's and is designed to meet the needs and aspirations of the modern family.

"Meanwhile, the Zia4 is an unbelievably light travel system which meets the needs of the modern urban mum. In the past 10 years there are more working mums living in urban apartments who need light, easy to use pushchairs that fold into a small easy to store unit. They are busy hopping on and off public transport or in and out of the car and pushchair design has had to adapt to meet the demands of these increasingly hectic lifestyles."

The diary of an expectant Mum... Joanne Dale, 33 weeks pregnant

Today is the day that I go shopping for a pram. I've been putting it off for weeks which may sound strange as it should be an exciting occasion! But no, the thought fills me with dread. I will explain why.

I've done all the things a consumer is advised to do before making a pricey purchase. I have compared online, asked friends and family for advice, I've even stopped random strangers on the street to ask if they would recommend theirs! But has this helped? No, it has just made me even more confused and I wish someone would just say: "Here you go, this is the one you want." Or at least: "Here are your choices" and not be faced with hundreds of brands all promising to be the best. So, rather than confusing myself further, I made the decision to visit two well known retailers for help.

Retailer A didn't impress me at all. The prams were on security wires so you have to ask someone before you can try them and there was no one to be found. It was also very pricey.

Retailer B was much better. They had a good selection and the staff were really friendly. This retailer makes sure the car seat is compatible with your car before you are allowed to make a purchase, which I thought was very safety conscious and something you wouldn't get if you bought online. So I plan to go back there in a week or two (in my own car this time!) as I think I have finally made my decision.

But then, when you tell people what pram you have decided on you face the whole: "Are you sure about that? Personally I would have gone for..."!!! Everyone has a different opinion, but I have found something that suits my particular lifestyle and that's what counts!

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