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Frustration gives birth to ‘the Mecca of the baby world’

Lauren Sams

Last week, a customer went into labour at The Memo’s Fitzroy store in Melbourne.

“She was three weeks away from her due date but her water broke while she was shopping,” says The Memo co-founder Phoebe Simmonds. “She went to hospital and five days later she walks back in, with her partner, who is carrying a newborn baby. She wanted to finish her shopping.”

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Lauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. Lauren has worked as a features editor and fashion journalist for ELLE, marie claire and more. Email Lauren at lauren.sams@afr.com

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    Original URL: https://www.afr.com/companies/retail/frustration-gives-birth-to-the-mecca-of-the-baby-world-20241202-p5kv6s