Do you not have a mum? Or have a mum but she’s far away? Or have a mum but you don’t like her? Do you have $40 to spare? Then you can now rent yourself a mum.

Nina Keneally has established a business in New York City renting out her services as a mother. She’ll listen to you talk about your problems. Make you some soup. Watch a movie with you.

After moving to the Brooklyn neighborhood of Bushwick two years ago, Keneally, 63, found that the youth in the famously hipster neighbourhood would often seek out her advice.

“As I got engaged in living here I ran into many of these young people,” she said.