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Pimp my ride

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"After I had my baby I realized I didn't want to go back to my job at the advertising agency, I just wasn't ready," says Caroline Roth, a Swedish woman with a long career in advertising behind her. "I wanted to do something freelance-based, I just didn't know what. Then one day I sat at a caf in Soho and saw all these Bugaboos (a high-end brand stroller). I must have seen thirty of them and they all looked the same - black, blue or red - and that's when I got my idea."

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