Pacifier

When I first opened a baby store, I assumed I'd spend my days thinking about things like strollers, clothing, and inventory.

I did not anticipate spending part of my career figuring out how to transport a giant submarine.

And yet, here we are.

One of the funny things about owning a small business is that your job slowly evolves into making increasingly questionable decisions in pursuit of delight.

You start by selling products.

Then you start creating experiences.

Then one day you're standing on a city street looking at a submarine and thinking: 

"Yes. This feels like the logical next step."

The truth is, most of the things I'm proudest of started out sounding a little ridiculous.

The extra events.
The bigger stores.
The ideas that took longer, cost more, and required a level of optimism that would make a financial advisor uncomfortable.

But that's the thing about building something for families. The best parts aren't always the most practical parts.

Sometimes they're the things that make a child stop in their tracks and say, "Whoa."

And if we're lucky, maybe the adults do too.

💛 New summer play area set up in North Loop!

Outerwear & Car Seats 101! 🚗

As adorable as those little puffer coats are, they shouldn’t be worn under your child’s harness while riding in a car seat. Bulky outerwear can prevent the harness from fitting snugly, which may reduce its effectiveness in a crash.

Want to learn more about common car seat safety mistakes parents should watch for? Head to our YouTube channel and check out our latest video.

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