It's a common complaint among many new moms: Who has time to shop at a leisurely pace?
Divine Events offers a solution.
The new company organizes get-togethers at local businesses for moms and moms-to-be to socialize while checking out products and services.
"Moms are always talking to each other, and they really turn to one another for friendship and information on products,'' said Barbara Keskiner, who started the business with fellow South Tampa mom Aly Zamore.
Divine Events is part social group, part marketing event. Moms get time with other mothers, and sponsors get time with their target audience: new moms.
On Thursday, Divine Events hosted a party at Anthropologie at Hyde Park Village. About 20 moms, many of whom brought their infants and toddlers, combed the store for clothing, accessories and home decor. At the checkout, they drew cards for 10- to 25-percent discounts.
Heather Lambie, a mother of two preschoolers, enjoyed having some time to herself, away from her household duties and job as a professional organizer. Anthropologie is one of her favorite stores. "It was a good excuse to come here, although I really didn't need an excuse,'' she said.
Moms browsed the racks while sipping Mimosas and swapping baby stories. Anyone who preregistered with their clothing sizes and color preferences had items waiting for them in the dressing rooms.
"It's a great opportunity to meet other moms,'' said Janet Malin, pushing one daughter in a stroller and carrying another strapped to her chest. "I thought the spread was really nice.'' The atmosphere was relaxed and not "super snotty.''
Keskiner and Zamore started Divine Events in July. Keskiner, 31, had attended a moms' event while visiting a friend in New York City and wanted to bring the concept here.
Keskiner has a 9-month-old daughter, Sophie, and works as a clinical researcher. Zamore, 30, is a stay-at-home mom who has a 2-year-old daughter, Adley, and a baby on the way.
The company hopes to have two or three events a month. Paris Salon hosted the first party.
Moms leave with a thank-you bag full of samples and coupons from local businesses. At Thursday's party, one woman won a drawing for a Quinny Zapp stroller, which sells for $200.
Parties cost $10 in advance or $15 at the door and include babysitting for those who bring their children.