National Post, January 2009

As a stylish new mom, Catherine So Young Choi refused to carry a "tacky" diaper bag for her son Noah's baby gear. Yet her choice to substitue one of her usual pocketless shoulder bags, she says, meant she'd daily find herself holding her squirming baby son in one arm, while groping in the "black hole" of her bag for her perpetually lost keys.
"I would get so mad," Ms Choi says. "I'd tell my husband, if I designed a [diaper] bag, I would make it do this and this and this and then this light went on."
Four years later, Ms. Choi, 39, is selling her own stylish-but-functional diaper bags, both through retailers and online through her company, So Young Mother. Original article