Like so many other new moms, Robin Morris tried to go back to work, but the merry-go-round of childcare, breast pumps and 4 a.m. feedings on top of a nine-hour workday quickly convinced her that there had to be a better way to be a mom and still make a buck. Pumped up by several weeks of intensive parenting research done during a period of forced bed rest before her son's birth, Morris decided to create an online baby store for hip, ecology-minded mommies, powered by her own learned expertise. It was only a matter of time before she decided to turn that growing enterprise into a physical retail store. First and foremost, eco•POLITAN is cloth-diaper central. Aside from being a reusable, sustainable choice, cloth diapers are clearly not what they used to be, and Morris has it all: hemp, bamboo or organic cotton diapers in bright colors, with Velcro or snap fasteners, as well as natural-fiber diaper covers that do twice the job or more of those old rubber pants, all while looking fresh as a daisy. And that's just the tip-top of eco•POLITAN's green merchandising scheme, which includes everything from womb-shaped bathing tubs to BPA-free baby bottles.