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Dunedin hospital midwife Jude Saunders has been working with mothers and their children since 1975 and had often thought the umbilical cord clamp placed on the baby directly after birth could look a little bit ''ugly''.
Years later, she decided it would be nice to make a decorative plastic clip to place on top of the clamp for parents to keep as a memento for their children.
''Women are a little bit hesitant about it. This will make them relate to it a bit better.''
She also said the clips would make it easier for visitors to the hospital bedside to know the gender of the baby straight away.
From her 38 years' experience in the medical industry, Mrs Saunders had found many mothers had kept the clamp as a memento of childbirth.
She and her partner, Michael Smith, released the product online three weeks ago and said feedback had been positive.
The couple have not had any out-of-the ordinary requests so far, but enjoyed designing clips for patriotic Kiwis such as ''Made in New Zealand'' or ''100% Kiwi''.
The clips are designed and engraved in Napier before being assembled in Dunedin, at the couple's home.