From Humble Beginnings to Now

July 05, 2020

From Humble Beginnings to Now

Truth. The Enchanted Child just kind of happened. It first started in 2008 as an online store with a handful of designer kids clothes from European brands. The first actual shop opened that same year in Flinders on the Mornington Peninsula (Victoria). That shop was so small but a great way to start! I knew nothing about retail - and I mean nothing, except how to shop - so, really, small was good.

Two years later the opportunity came up to move to a fantastic location in Balnarring and I jumped on it! Okay. I gave it a lot of thought but when I realized that Balnarring was a much better location for a retail store, plus the shop was perfect, then I jumped on it. It was exciting to have more space and to fill the new shop with beautiful children's toys and Australian kids' clothing brands.

Over the 10 years The Enchanted Child has been in Balnarring it's gone through a few face lifts. Initially, we (my Dad, my son and me) gutted the place and started from scratch, ripping out old fittings, painting and planning the new look. New logo, new colours. New everything. Since then, the shop has gone through a couple of floods, one major and one minor, and it had to have a second face lift after the major one. 

At one point, there was a second shop in Dromana, right opposite the beach and it was beautiful! Who remembers that shop? How lovely was it? I loved fitting out that shop so much and loved being there, but being a single mum, after a couple of years I knew that I'd taken on one shop too many. So I closed it down and focused on being a mum and making one shop the best shop it can be.

Now, it's 2020 and what's happening with The Enchanted Child? About a year ago I decided to make a big change. For 12 years the shop has been about 50% children's clothing and that's the change. The direction has shifted and I am now expanding the range of beautiful children's toys, including eco friendly wooden toys, amazing arts and craft activities, puzzles, dolls and kids' books. The range of eco friendly dinnerware is growing as well and now includes more fabulous recycled plastic products from Replay Recycled, bamboo kids sets by Love Mae, silicone stiky plates by We Might Be Tiny and insulated cups by MontiiCo.

And what about babies? Oh my goodness! I would love to be the #1 baby boutique in Australia! But I'll settle for being the #1 baby gift shop on the Mornington Peninsula. Not a bad goal to have, don't you agree? I've expanded the range of baby clothes we offer in store and online with a focus on a few specific brands, with a focus on organic cotton fabrics. Namely Halcyon Nights, Burrow & Be, Nature Baby and Wilson & Frenchy. Baby toys and gifts are another of our speciality, including favourite brands Jellycat, Alimrose and OB Designs. 

Where are we heading? Towards showcasing more beautiful products for babies and kids. Towards being your #1 destination for baby clothes and beautiful children's toys.

Have any questions or comments? Please leave them below.

Oh - that photo? It was how the shop used to look in Flinders. Stay tuned for the next Blog entry to see how it looks today.

Julie 

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