VICTORIA Elsmore has vivid memories being a young mother with a child who needed feeding halfway through a shopping trip.
"You are faced with either paying for a coffee in order to use the facilities in a cafe or restaurant, or feeding your baby in a shop toilet," says the Stafford businesswoman.
That's why Victoria's new venture, a shop called Mini Moos in Mill Street, Stafford, has its own dedicated "mummy lounge".
"We had space upstairs in the shop, and I thought: 'Why not provide a place for mums to feed their babies?'," she says.
"So we decided to provide free tea and coffee in a room with gentle colours - a place where mums - and dads - can relax."
The new shop, which opened last weekend, is a development of Victoria's mobile business which involved travelling to play groups, selling toys.
"People kept telling me there was a real demand in Stafford for a shop like this - so I took the plunge," says Victoria.
There is still plenty of extra space on the premises, and Victoria is keen to help other mums who are trying to start their own businesses.
"I'm very aware that there are many young mothers who are trying to get started in business, maybe to earn a little extra income. It's not easy, in today's climate, to get off the ground," says Victoria.
"I'd love to be able to create a kind of one-stop shop for baby and child-related businesses in Stafford."
Victoria is being supported in the shop not only by her own mother, who has accounting experience, but also by her two-year-old daughter, Emma.
"One of the reasons I wanted to go into business for myself was so that I didn't have to ever have to ask a boss's permission to spend time with my daughter."
Her store stocks a range of wooden and traditional toys, christening wear, baby gifts, and nursery accessories.
Parents will be able to donate to a children's charity which will be selected on a rotational system every six months. The first charity will be the charity, Bliss.