DECATUR - The events leading to the creation of Babble Babywear might seem like they were coordinated.

Yet, the creators of the new line of infant apparel say it wasn't until after DCC Marketing President Kara Demirjian Huss decided to make an opportunity out of an unusual set of circumstances that planning began.

"We wanted to do something really fun and creative," Demirjian Huss said. "The idea was generated a while ago. The concept is of sassy, fun onesies."

The baby shirts officially launched in July after four of the women in the DCC office had babies earlier in the year, each about six weeks apart, said Chris Herbert, DCC's public relations director. The firm currently employs 14 people, 12 of them women.

Demirjian Huss's daughter, Caroline Marie, was born in January, followed by Cindy Breitwieser's daughter, Charlotte Margaret, in February and Amanda Drain's son, Collin Michael, in March.

Herbert's son, Chase Michael, arrived in May and was the last of the four to be born.

The timing allowed it so none of the women were away from work at the same time, Drain said.

Even though the babies all share the same initials, their moms insist it was all just a coincidence and not a coordinated effort.

Still, they're not sure what could be in the water at 225 N. Water St.

"You probably want to bring your own water when you come," Demirjian Huss said.

Herbert said a lot of small employers would have found the sudden baby boom to be a burden but credits her boss with taking advantage of the situation.

The "mommy juices" began to flow, and the products are designed with the same questions in mind as most moms would ask when buying clothes for their young ones, Herbert said.

The women wanted a way for their babies to express themselves, so the shirts each have a unique saying on them, come in various gender-neutral colors and are comfortable to wear. Currently, 11 onesies are available for purchase through the product line's Web site, and more sayings and styles are in the works, Herbert said.

"It's what they'd be saying if they could talk," Demirjian Huss said.

Some of the more popular sayings include, "Your crib or mine" and "Suck it up," an orange shirt with a pacifier on it. Others include "It's 5 a.m. somewhere" and "Fuel," one 10-month-old Caroline playfully modeled during a recent visit to her home.

The Babble products have gained attention nationally, mainly through blogs and social networking media such as Facebook. The products were presented at a recent trade show in Las Vegas and launched to potential buyers.

Celebrities have taken notice, too. Judy Reyes from the television show Scrubs used some of the Babble clothing in a guest gift bag at her baby shower.

"It's interesting how we've created a buzz," Herbert said. "Social media is such a great opportunity. People are joining the fan base none of us has ever heard of."

Babble's online presence is interactive, with an opportunity for customers to suggest sayings and take a Facebook quiz for the parents to figure out which of the sayings they best align with.

"The quiz is a fun thing to take," Drain said.

A partnership with Cure Childhood Cancer has been formed to make a $1 donation to that organization for every onesie sold. Hospitals have bought the clothes to give to moms as gifts for their new babies, Demirjian Huss said.

From a business standpoint, Babble is treated as another client of DCC Marketing, Demirjian Huss said. As the company gains more clients, it looks to add more employees, but no additions were needed when Babble was launched, she said.

Demirjian Huss is working on expanding the market for the products and coming up with new ideas for Babble. She plans on sticking with the infant market and doesn't plan to create clothes for children much older than 18 months.

While Caroline has a pile of Babble onesies to toss around and wear now, she'll be able to save a few for when she becomes a big sister.

Demirjian Huss is expecting another child in the spring.

For more information and to order products, go to www.babblebabywear.com.

clusvardi@herald-review.com|421-7972