Wow! Who knew having a baby could be so darn complicated!

Calgary has more university degrees per capita than any other city across the nation and we’re number two on the list of Canadian cities with the highest number of corporate head offices. But if you want to know what really makes Cowtown kick, think babies, lots and lots of babies!

That’s right. The city with the country’s highest level of in-migration is also growing from the inside-out, a demographic fact a pregnant Delainie Ng carries front-and-centre, literally.

According to the Calgary Health Region (CHR), this city’s birth rate is up more than ten per cent since 2001. A whopping 15,000 babies will be born in Calgary this year, including Ng’s first bundle of joy, due to make his or her debut in late June. This puts the city on track in 2006 to surpass birth estimates the CHR first anticipated for 2010.

The on-going value of pre- and post-natal support aside, baby bling is what really pumps the hearts of this latest generation of new parents. “As soon as you find out you’re pregnant you start looking around stores and on the Internet for the stuff you’re going to need,” says Ng, 26, manager of personal banking with one of the 'Big Five' Banks.

She admits the shopping adds to the anticipation of expecting a first baby and her husband, Martin, 27, typically takes part in the expeditions, which include a lot of looking around.

A salesman by profession, his take on the shopping part of the new baby experience cuts to the chase. “Baby stuff is expensive. Our stroller was $400.”

But the cost can be managed, adds Ng. Rather than buy everything they think they might need, she and Martin focussed their spending on a few must-have items, including a beautiful black crib (an exquisite match with the modern design of their home, a professionally-designed former show home) and a car seat- stroller- carriage combination that features a five-position recline with lockable front wheels and three bottle/cup holders). “It’s not a stroller, it’s a ‘Travel System,’” says Ng with a laugh, echoing the manufacturer’s market-savvy tagline.

The banker side of her brain means she sees economic value in using cloth diapers most of the time (some consumer reports estimate cost savings at 44 to 68 per cent over disposable diapers on the first baby alone) and in breast feeding. She’ll get more information about breast feeding as part of the prenatal classes she and Martin will take towards the end of her pregnancy.

She also believes their new baby doesn’t have to have everything new. Since many of their friends had babies in the last year, the Ngs plan to borrow a bassinet, swing and baby carrier. With her family picking up special items, including some sale-priced designer wear her mom bought “just in case it’s a girl,” they haven’t bought much in terms of clothing.

And that’s probably okay, says Sandra Kaczmarek. She and her husband Wally opened Calgary’s own Kacz’ Kids in 1984. Four years ago, they looked at the baby market and shifted direction. Today’s stores (the company recently expanded to two) still carry a good selection of baby clothing. But the new stores, Kacz’ Kids Baby Outfitters, focus on the latest in baby furniture and outfitting equipment, meaning everything from cribs to rocking chairs, diaper bags, baby bottles, breast pumps and arguably the best collection of child care safety items available in the city.

Kacz’ Kids also gives expectant parents a basic layette list. Compiled with the help of neo-natal specialists, it’s meant to guide purchases in various categories, including baby clothes, bedding, bath and toiletries, diapering, feeding and furniture. In addition to the basics, it covers suggested gift items and things like high chairs and safety gates, which families need as the baby grows up.

The beauty of the list is in how it details what you really “need” to bring a new baby home. “Baby needs vary in lots of areas, but we’re there to sort of help people set up the basics,” says Kaczmarek. Some items on the layette list, like bassinettes, swings and rocker/gliders, are noted as optional or potential gift items. Others items are considered must haves. These include sleepers (2), gowns (2), receiving blankets (3) and bottom crib sheets (2).
Kaczmarek encourages expectant parents to ask a lot of questions when they’re buying new baby products – and to expect knowledgeable sales staff to give you the information you need to decide on everything from the right breast pump to the proper car seat. (Her tip on breast pumps? Only mothers of multiple births need the most expensive electric model.)

Because some car seats don’t fit all vehicles, Kacz’ Kids lets parents take floor models of their car seats to the parking lot to try them out. They’ll also direct families to clinics where they can get extra help ensuring the seat is properly positioned.

“The idea is to build trust,” says Kaczmarek. “We’re not in business to oversell.”

They are in business, however, to bring Calgarians the latest in the baby outfitting market. And these days, that means products with built-in longevity. Think: bottles that turn into sippy cups, car seats that turn into booster seats and cribs that become toddler day beds or double beds.

Back on the Ng baby front, Delainie Ng admits she sometimes thinks nine months may not be enough time to really “get ready” for her first baby. She’s also discovered it would be easier to buy new baby things, including sleepers and receiving blankets, if you knew the baby’s sex, an option she and Martin turned down, preferring the surprise.

In other areas, however, the arrival of this yet-to-be-born baby is more than covered. Ng’s mother is making sure the baby will be born into a world with lots of beautifully hand-crocheted blankets and Ng herself opened a bank account for the baby soon after she learned she was pregnant.

Anyone who’s ever held a new baby in their arms recognizes both as acts of love. And that, when all is said and done, is the kind of bling money can’t buy.   NL