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Baby Boom

Older, more affluent moms are inspiring a burgeoning business trend.

This story appears in the September 2006 issue of Entrepreneur. Subscribe »

More women are waiting until their 30s and 40s to become mothers, according to the National Center for Health Statistics. Because women over 35 have had time to solidify their personal styles--and generally make more money than younger moms--they're creating new opportunities for businesses to cater to their upscale tastes.

Enter entrepreneurs like Lynda Fassa, 43, founder of Green Babies Inc. in Irvington, New York. Inspired by growing interest in organic foods, the former Ford model decided to start an organic in her apartment in 1994. Today, Green Babies can be found in more than 200 specialty stores nationwide as well as in more than 100 Markets.

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