Lily James: The Baby Room opens in Yorkshire

Lily James: The Baby Room opened in Doncaster on Saturday, December 4.

Based at Cherry Lane, Marshgate, the store specialises in luxury baby products from clothing to prams to accessories for young children.

The store welcomed guests to its opening from 10am with a mince pie and non-alcoholic fizz - as well as 10 per cent off all items.

Owner Natalie Green said: “There were a series of events that sparked the initial idea of opening a shop.

"One being a gap in the market, essential for most new businesses, and another was trading in my full time job, for a career I could manage successfully around my children - most importantly, ensuring I could spend much more time being mum.

“When I began researching brands and products, it was on my mind to stock and sell goods that I would buy myself and that I could be genuine about how good they were.

“I wanted parents to be, and families to shop, knowing the products were tried and tested - were fantastic quality, high end materials used and brilliant value for money. The products are practical, well made, easy to clean and no nonsense. Perfect for on the go families.

“The driving force for the business was and is, my daughter Lily and my son James. This is for you.”