Why Buy? There are loads of holiday items here, from beachwear, towels and t-shirts to coated canvas holdalls and changing bags, as well as a selection of CDs to play on long car journeys.  The company also claims to be the first "Carbon Neutral" mother and baby retailer in Britain - a salve for your carbon conscience, perhaps, if you're jetting off to the sun.

Is it for yummy or slummy mummies? Both.  The beauty of shopping on the internet is that you don't need to get dressed to do it.  But a much better reason for buying from Lula Sapphire is that the designs are absolutely charming.  There are line drawings of sharks and lobsters on the swimwear, hippos on backpacks and cowboys on the hooded towels.  If cute isn't you - or your baby's - style, there are also a couple of very chic changing bags in black nylon trimmed with leather.

We Love The Chocolate dot weekenderbag, perfect for none parents too - and the tiny shark T-Shirts

Verdict Almost impossible to resist