Press Coverage

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After baby is born, business makes another special delivery

Source: Sun-Times
May 30, 2007

"The new parents hear us pounding a sign in their yard and they're just so surprised."

Born in January after a year and a half gestation period, Karen Smith's birth announcement yard sign company already has interesting stories to tell. A woman who rented one of Bella Bébés' one-of-a-kind signs told Smith her sister had a very difficult pregnancy with twins. One died in the 14th week of pregnancy. The survivor required surgery to have a tumor removed before he could go home.

"The sister said, 'I hope and pray your angel sign is available because he had his own little angel watching over him during surgery'," said Smith.

When Smith had her first child, she searched for something unique to announce her daughter Ella's birth. She couldn't find anything except the traditional stork. "My goal is to be unique," said Smith, "to look like a boutique. I'm counting on my audience (customers) being like me, willing to pay $9 more for something better."

Karen Smith, owner of Bella Bébés in St. Charles, shows off one her yard signs announcing the arrival of a new life.

When her second daughter Ava arrived, Smith decided she wanted to leave corporate America and become a stay-at-home mom and entrepreneur. After watching a guest on Oprah describe how she "just did it," Smith announced to husband Dave when he came home that evening, "I'm gonna spend some of our money and start a business."

Opening the business was by no means instantaneous with the thought. "It took a year to do the plan, find the resources. We didn't want the phone to ring and not be ready." Engineering the large, 4-by-8 foot signs to withstand wind and weather also took some time. The prototype blew over flat in a 60 mph wind. Smith's husband Dave created a solution using long spikes that don't damage grass. He's the labor part of Bella Bébés while Smith is management. "He does all the carpentry. Things that go crash and bang, he loves it. And he's cheap labor."

Smith said her biggest challenge now is to be discovered. It's easy enough to find a mailing list of pregnant women in the area. Indeed, Smith recently did a mailing to 2,500 of them, but it's often a friend a or grandparent who actually calls Smith to order the announcement signs. "The new parents hear us pounding a sign in their yard and they're just so surprised."

Bella Bébés has 40 yard signs available; 20 for boys, 20 for girls. Each sign is individually illustrated by Geneva artist Vicki Deane. The newborn's name and vital statistics are custom lettered on a removable star for boys, a heart for girls, which the proud parents receive as a keepsake.

Bella Bébés yard signs rent for $94 for seven days. If an outside electrical outlet is available, a spotlight is also provided. One percent of every rental benefits Juvenile Diabetes Research Foundation.