The Ups and Downs of Being a New Mum. Bestselling Towie star Sam Faiers returns with her book about being an Essex mum. A second series of ITVBe's The Mummy Diaries is currently airing - the follow-up to her one-off show The Baby Diaries. The Baby Diaries was ITVBe's highest rating show since the channel's launch and reached 1.2 million people. 'My Baby and Me' will reach Sam's existing core fans waiting to buy the book in paperback format, females 16-30 as well as her growing fan base of younger trendy mums, curious mum's and mum's-to-be in general.