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Sue Johnson never wanted to be a stay-at-home mother when she was in her 20s. She made $62,000 a year. She had a great career as a UNIX system administrator at Lockheed Martin. But when she had her first baby, Christian, last year, she quit her job to be a full-time mother.
"It wasn't a difficult decision," says Johnson, 34. "Although my husband and I are more vulnerable with only one income, I won't trade my time with Christian for anything in the world."
While many women are juggling work and family, Johnson is among a growing number of career women who are leaving the workforce to take care of their babies.
According to the latest U.S. Census, the labor force participation rates of mothers with infants fell from a record-high 59 percent in 1998 to 55 percent in 2000, the first significant decline since the Census Bureau developed the indicator in 1976.
"The decline has occurred primarily among mothers in the workforce who were 30 years old and over, white women, married women living with their husbands, and women who had completed one or more years of college," says Census analyst Martin O'Connell.
Many Silicon Valley stay-at-home mothers fit the profile. Like Johnson, most of them are well-educated and have focused on their career before having their first baby.
But staying home with babies can be a lonely proposition for these bright, active women who find themselves committed to a demanding job that has few breaks and little adult interaction.
"In the old days, there were more stay-at-home moms. Since the neighbors had children about the same time, new mothers could easily find support and entertainment in the community where they lived," Johnson says. "But in Silicon Valley, most houses are empty during the day. New mothers have to reach out to find support groups."
These mother support groups form according to their members' location, interests and needs. They range from groups for breast-feeding to ones for teaching baby sign language and baby and parent yoga to groups for stroller walks.
Recognizing this new marketing niche, the business community is starting to offer the forums where these mothers meet.
Before the Oaks Theater in Cupertino closed on Feb. 27, it offered "Diaper Day" twice a month for mothers with small babies. Restaurants in the Oaks Shopping Center offered 10 percent off for parents who went to Diaper Day.
"The movie theater was packed and noisy with babies crying and squealing," says Eden Tanovitz, 40. She went to see the movie My Big Fat Greek Wedding with her 6-month-old son, Isaac Rodriguez, and her El Camino Hospital mother support group.
"Isaac stood on my lap. He was very excited and yelled a lot," Tanovitz says. "We had a good time."
Health clubs such as the Linda Evans fitness centers and 24 Hour Fitness as well as the YMCA offer day-care services so mothers can work out.
"Some women just come in, drop the children at the day-care center and take a shower," says Cami Smiley, front desk manager of Linda Evans Fitness Center in Cupertino. "They just want to take a break."
Some business owners are new mothers who found that the market failed to meet their needs.
Mae-ling Tien of Sunnyvale opened Keiki's Place on Sept. 24, 2002—the day her son, Kyle, turned one. Keiki's Place provides activities such as yoga and parenting classes for mothers and music classes for parents and babies. Keiki's even has a daddies night when fathers come with their babies so mothers can go out and visit friends.
Tien, 33, says Keiki's Place was born out of a desire to have one place that fulfills the needs of both parents and young children.
Tien says, "When Kyle was born, I signed up for a few parent and child classes, and I found the experience of packing up and driving somewhere was often more work and even stressful. The outing is worthwhile only if our destination is family-friendly and the activities factor in the needs of both the babies and the parents."
Tien has definitely capitalized on this niche. Although it opened only five months ago, Keiki's is serving more than 800 families.
"When I was a stay-at-home mom, I had 5 o'clock blues after taking care of Kyle all day long and not knowing what to cook for dinner," Tien says. "If Keiki's Place can give moms a place to meet other parents and relax so moms don't have the 5 o'clock blues, I think I have done a good thing."
Although the business world is recognizing these stay-at-home mothers as valuable customers, many stay-at-home mothers feel there is still a stigma against them.
"You are what you earn," says Sunnyvale resident Marina Peregrino, an engineer who left her career to be a stay-at-home mom. Peregrino, 38, is expecting her second child in April. "Families in Silicon Valley especially have more pressure. The living expenses are higher. And you are expected to work hard and succeed."
Sue Johnson agrees.
"People think stay-at-home moms are not productive," she says. "They don't realize how much work is involved to raise your children. Most important of all, no paycheck can give me the satisfaction I get when my husband comes home and tells me I am doing a really good job raising our baby."
Mother support groups
Bay Area Communities for Attachment Parenting (BACAP) Call Marina Peregrino, 408.736.8126.
Sunnyvale Las Madres Call Sue Johnson, 408.749.9434.
Keiki's Place Call Mae-ling Tien, 1.888.995.3454.
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