Press: UrbanBaby Daily

Cast your mind back - way back - to the days when a Filofax seemed like a answered prayer. Bible-thick and seemingly limitless in its capacity to contain the niggling details of our lives, it filled a void. (Not to mention a fair amount of pocket book real estate.)

Well for those who still crave the tactile nature of pen and paper (as opposed to fingertip and keypad) there's a new model in town that's smaller, sleeker and made especially for moms. It's called a Whomi, and it's a paper-based, color-coded portable planner that enables you to organize family, friends, and school activites, plus personal and business commitments, in an easy-to-view format. The agenda is available in bold, colorful graphic cover designs, protected by either a minimal, clear plastic, or a slick, metallic soft-carrying clutch. Either option will never be mistaken for a dull week-at-a-glance appointment book.

There's also a handy "Who, What, Where" feature where you can jot down all that nessecary parent info (school stuff, emergency contacts, sitters, after-school activities, vacation dates, local delivery services) in one convinient place. And for the digitally-inclined mom, there will soon be an online version of the calendar.

Whomi is the brain child of beauty projects marketer Nina Korelitz-Matza and attorney Gail Auster, and apparently the first in line of innovative, stylish products to help busy women maximize their time.

So here's a tip: make your life easier by finding that "To Do" list - the one that's on a scrap of paper at the bottom of your bag, or magneted to the fridge - and write down the word "Whomi".