HAVING a baby is probably one of the most exciting times of a person's life.

Now mothers and fathers-to-be in Pershore don't have to look further than their own doorstep for their every need now that a new baby and toddler shop has opened in the town's High Street.

Cottontails, which opened on Saturday, sells a mixture of designer and handmade clothes for 0-4 year olds, along with a selection of nursery furniture, bedding, gifts and toys.

And while owner Charlotte Evans is helping others to create their own perfect world, by opening the shop she has also fulfilled a dream of her own.

"I have been in retail all my life and it has always been my aim to have my own retail premises.

"It is only now that I have been in the financial position to do this, thanks to savings, borrowing and help from my parents.

"I had always wanted to sell baby goods and as I was born and raised in Pershore I knew that not only was the town expanding but that it has a young population. Both of these aspects were perfect for my venture."

The shop was officially opened at 9am on Saturday with its first customer appearing five minutes later.

"It was a woman who was expecting her first grandchild and she was thrilled to bits that we had opened," added 29 year-old Charlotte.

"I haven't got the finances to hire anyone to help me, but my mum Mary does lend a hand with the running of the shop, and my dad, Peter, did most of the shop fittings.

"Pershore is very much community-orientated and I think people like the idea of a family business designed for, well, new families."

For more information on Cottontails call 01386 556777.