Victoria Simmons, pictured with daughter Jocelyn, can vouch for the success of Baby Bean products

Seeking a career to fit in with her family prompted Victoria Simmons to set up her own website business.

Three years ago the mother-of-two from Oakworth launched an online retail outlet for sourcing natural baby products.

Her idea was born following the birth of her first child, Amelia. The business is christened after the nickname Victoria gave her daughter when she saw her on the scan picture before she was born - Baby Bean.

Seeking products for Amelia, Victoria discovered a niche - a demand among other parents she met for more unusual baby products.

Cloth nappies and toiletries are among the many natural baby products she sells online and to local customers. Victoria has become her enterprise's greatest endorsement as she's tried and tested all of the products herself.

"All the products are ones I have personally used and I would recommend them to my best friends. I have made the effort to test them out, so I can give honest advice about which things will really help parents," says Victoria.

One of her biggest sellers is the baby sling. Victoria found traditional slings cumbersome. Research introduced her to some trendy fabric designs that parents can wear and carry their baby in comfort. The functional yet fashionable slings are based on traditional ways of carrying babies.

"Some are tied around you so you are holding your baby close to your body, which is more comfortable for both parent and child." says Victoria. "I had a baby who needed to be carried, she cried when I put her down, and and I found the sling a friend had recommended really useful but I couldn't buy it easily here."

Victoria and Jocelyn show off the baby sling, with eldest daughter Amelia

She ended up filling a need she and friends had by setting up the website.

"I buy products direct from manufacturers, and through the website and local sales I deliver them to customers."

She believes celebrities have contributed to the growth in baby slings. Hollywood couple Brad Pitt and Angelina Jolie, Julia Roberts and Gwen Stefani are among the famous parents driving the trend for so-called baby wearing'.

But having seen the benefits herself, Victoria is convinced it's more than a fashion statement. She says research has shown that babies carried in a sling cry significantly less.

Holding the baby close also promotes bonding and enables parents to get about more easily without the hassle of prams or pushchairs.

"It's definitely become much more popular. Years ago it was 'put them down and leave them to cry' but reserach shows that to thrive babies need to be comforted and held. We need to get on with our lives as well so it keeps the baby close and happy."

Victoria's PR background comes in handy for marketing her products. She says she fell into that career by accident.  After studying English and psychology at university she spent a year travelling. She worked for a PR company in Australia and loved it so much she ended up in a similar role when she returned to the UK.  She was working for an NHS Trust, as a communications officer, before taking maternity leave.

Victoria intended going back to her job but was torn between wanting a career and staying at home with her children. Baby Bean has given her the best of both worlds.

"I wanted to be at home with the girls but, at the same time, I needed to do something for myself and earn a living. I wanted to have my cake and eat it," she laughs.

"Being at home with the girls is what I wanted and that was the starting point. It's a popular choice now for mums to work from home... it is a growing trend and I think mums are finding it's a way of meeting their needs."

Bradford College runs business courses - call (01274) 433333. For for more information about Baby Bean go to www.baby-bean.com.