This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

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

By Aliza Pilar Sherman

Opinions expressed by Entrepreneur contributors are their own.

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 fashion business in her New York City apartment in 1994. Today, Green Babies clothing can be found in more than 200 specialty stores nationwide as well as in more than 100 Whole Foods Markets.

"I thought I could make super-cool--not sappy--clothes out of organic cotton and sell them to people like me: moms who didn't want a life filled with pink and blue and plastic toy clowns," says Fassa of her initial vision. "Many of us aren't looking forward to giving up all, or any, of [our own sense of style] when we have a little one. And why should we?" By targeting more discerning mothers with higher incomes, Green Babies projects 2006 sales of nearly $2 million.

The rest of this article is locked.

Join Entrepreneur+ today for access.

Subscribe Now

Already have an account? Sign In