We opened our doors in October 2010 during a time of big change in my life. I had just been laid off, my daughter was a baby, and I took a leap to create something of my own. Not long after, we moved into the old Cayuga Vault—I fell in love with the space instantly—and just 20 days after signing the lease, we opened our doors.

Within two years, we moved across the street to our Midtown location, unsure how we’d ever fill it. With the support of this amazing community, we grew—and today we have two locations, one in Downtown and one in Midtown.

Over the years, this shop has become so much more than I ever imagined. I’ve had the joy of watching families grow—seeing kids come in while still in their mama’s belly, then return as toddlers, and now as teenagers. That kind of connection is something I hold really close to my heart.

My own kids have grown up in the shops too, and it’s been incredibly special to have them be part of this journey alongside me.

I truly love Santa Cruz—this community has supported us from the very beginning, and it means everything to me to be able to give back through a space that brings joy, curiosity, and a little magic into people’s lives. I also love discovering new toys, traveling to conventions in places like New York and San Antonio, and searching across the U.S. for special finds to bring back to our shelves.

I couldn’t have done any of this without the incredible team we’ve had throughout the years, along with my family, friends, and our community—many of whom have become close friends.

I feel really lucky to do what I do, alongside a dedicated team behind the scenes and across both locations who help make the shops feel warm and welcoming every single day.

And if you visit our Midtown shop, you might even be greeted by Iris, our resident shop cat.