Business Opportunities Weblog

April 28, 2008 by Angela Shupe | 4 Comments

Vintage is a style that is fast bringing back the things our parents used to wear. Many of those things are classic and speak of a time that will never be duplicated. These same items can bring us good memories and a good feeling that we want our children to have.

Deanna Gardner has a love for vintage items, having collected them for over a decade. She was able to turn her love of vintage into a business that was inspired by what she loved. Created shortly after the birth of her daughter, The Baby Gardner has been successful in selling great looking vintage inspired items like the cute card to the right.

Deanna has been kind enough to donate a 6 pack of those High Chair Baby note cards. If you like vintage inspired items and would like to win these note cards, leave a comment about why you’d like them. Don’t forget your email since that will be how I contact you. The giveaway starts now and runs until May 4th at 11:59pm. On May 5th I will pick a winner.

What is The Baby Gardner?

The Baby Gardner is a fresh approach to online shopping for little ones. Inspired by the nostalgia of times gone by, we specialize in design originals for baby that bloom from all things vintage. All of our products are hand-picked, handcrafted samplings from artists and designers across the country. (You won’t find any mass-produced items here.) Visit us at thebabygardner.com and take a look around. If you have a soft spot for vintage baby, we feel pretty certain you’ll fall in love.

What was your inspiration to start this business?

I’ve been a graphic designer for 13 years and an avid collector of ‘vintage’ for most of those. The birth of my daughter gave me the inspiration and opportunity to mesh the two . Soon I was designing her nursery, her wardrobe, and everything in between. Word spread and The Baby Gardner began to bloom.

How did you come up with your business name?

My babies, Gracie & Aidan, were my inspiration. Our last name is Gardner. I loved the idea of growing a ‘garden’ devoted to every little sweet pea.

How long have you been open?

The Baby Gardner was created 7 years ago shortly after the birth of my daughter. The decision to move toward an online-based business occurred last year. The site’s grand opening was September 1, 2007.

What have you learned since you started your store that you wish you’d known in advance?

The most important thing I learned early on – publicity trumps advertising. Kudos from well-known outside sources (parenting blogs, magazines, etc.) always seem to resonate with consumers more than self-promotion.

What types of steps did it take to get everything ready to open shop?

Getting the site designed and implemented was a huge hurdle and one that i took on myself. Even as a designer that was a big learning process, but it now allows me more flexibility with the nuts and bolts of the site. Recruiting the talent of other artists and the logistics of inventory and shipping were also key components for the initial launch of the site.

Do you have any past experiences or education that you apply to your business now?

Absolutely. A degree in design and a minor in Marketing and Public Relations have been a definite benefit. Experience as an art director has also served me well.

Being a mom is a job all in it’s own, so how do you manage your time for working on your store and family?

Let’s keep it real. When the site was first in development, Mom was pre-occupied to say the least. My husband is a saint and really picked up the slack. It was a hard decision to make, but we made it as a family. Now that the shop is up and running and processes are in place, I’m able to stick to scheduled ‘work hours’ and still devote time to our family.

Did parenthood teach you anything about running a business, even if it’s indirectly?

1) Choose your battles. Ok, so maybe it’s not the end of the world if she wants to wear her purple socks and tap shoes to the grocery store. 2) Prioritize. The laundry may be 3 feet tall but it really came in handy building our awesome fort in the middle of the living room. Laundry can wait.

Do you have any advice you’d like to share with other moms who would like to try their hand in ecommerce?

Make it a family decision. Be upfront and realistic about what it will take. If your whole heart is in it and you have the support of your family, you can’t go wrong.

In Ecommerce, Giveaway, Interviews, Women, Work at Home | 4 Comments