Child’s play is not how most entrepreneurs describe a venture into the world of small business. However, Jade Murray turned child’s play into a winning strategy by opening a children’s boutique in January 2022. With guidance from the Virginia Highlands SBDC, Little Daydreamers has doubled sales and added three employees.

Jade started Little Daydreamers as an online storefront in 2019. When transitioning from online to a brick-and-mortar location, Jade chose to include an art room and play area. While moms’ shop, kids can enjoy a playroom with a Jungle Jumparoo, slide, kitchen set, playhouse, tunnel, grocery store, LEGO bricks, and puzzles. There’s also an art room to inspire young artists.

“I saw a need for a place for kids to play and moms to socialize and have coffee while shopping,” Jade says. “When the space next door became available, we were able to expand even more.”

Jade began planning a new direction for her business in the summer of 2021 when she found the Virginia Highlands SBDC online and emailed Director Cindy Fields.

“We started meeting every week,” Jade relates. “Cindy helped find the right location and gave me a template for writing a business plan. She also helped with numbers on what I needed to make a profit.”

That advice paid off with a business loan used for purchases and to renovate her store. Marketing strategy was next on the list.

“We had a brainstorming meeting on targeting customers from groups like MOPS and home-schoolers,” Jade adds. “Cindy also suggested newspaper, radio ads, and flyers.”

Along with that traditional marketing outreach, Jade hosts special events at Little Daydreamers that have added to her customer base.

“We do a lot of birthday parties,” she says. “We also have character parties with characters from ‘Frozen’ and ‘Paw Patrol’ and employees who dress up as princesses and pose for photos.”

Fees charged for events add to store profits and customers tend to return after attending a function.

“Our children’s line is exclusive,” Jade explains. “You can’t find it anywhere else.”

Jade credits Cindy and the SBDC with much of her success.

“If Cindy can’t help, she’ll find someone who can,” Jade concludes. “The first thing I would say to anyone opening a business is: Call the SBDC!”