Aidan Grace offers a mix of customized and brand name children’s clothing and gifts.[/caption]With unique finds, such as ruffled leggings and giraffe teething toys, Aidan Grace has set out to bring a close-knit, local experience to shoppers in need of baby items. Owner Esther Murphy said she carefully curates the shop to ensure items are timeless instead of following new trends.
“I try to shop for my customers as opposed to just going to market and picking out things that pique my interest or are hot sellers,” Murphy said. “I spend a lot of time getting to know my customers. Many of them have shopped with me since expecting their first child. I get to know their wants.”
In 2014, Murphy opened her first brick-and-mortar retail location on Main Street after seven years of running her online, home-based store, Diaper Diva Boutique. She said Aidan Grace was named for her children, who also serve as an inspiration for many of the product lines carried in the store.
“It’s a way to remind myself that they’re the reason I started this,” Murphy said. “They’re a part of the reason why I do what I do.”
Murphy said she began Aidan Grace by designing custom baby items, which are still sold in her shop. The store offers a selection of crib bedding, diaper bags, monogrammed signs and personalized clothing.
“Handmade now is a lot more cream of the crop than it was 20 years ago,” Murphy said. “If you had to wear something handmade back then, that was almost embarrassing. But now when you’ve got a little kiddo with a handmade dress on, it makes them feel special.”
Aidan Grace carries a range of baby clothing and accessories ranging from $20 and up, many of which are sourced from small companies. Several product lines in the shop can only be found online or are international. However, Murphy said she also makes sure to stock recognizable brand names that parents trust.
“I fell in love with the brands that I used for my kids, so in the shop you see a lot more mainstream and traditional things that are going to stand the test of time,” Murphy said. “They’re usually [product] lines that customers know, so it gives them security knowing that they’re [buying] something that [will last].”
Baby brands
Baby Sara: special occasion wear for infants and toddlers
Chewbeads: silicone teething jewelry in a range of colors and styles for mothers to wear
Melissa and Doug: educational and developmental toys made for children ages 9 months to 8 years
Natursutten: pacifier made from 100 percent natural rubber with no artificial colors or harmful chemicals
Sophie La Giraffe: natural rubber toy made to help soothe teething pain
Swanky Baby Vintage: southern-inspired clothing for girls up to size 10
Ryan and Rose Cutie Clips: hand-woven pacifier clips
Wubbanub: plush toys with a pacifier attached to make a more entertaining and easier-to-find pacifier
