Little Daydreamers
The SBDC helps childrenâs boutique turn play into profit
Doubled sales; created 3 jobs
Childâs play is not how most entrepreneurs describe a venture into the world of small business. However, Jade Murray turned childâs play into a winning strategy by opening a childrenâs 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 momsâ shop, kids can enjoy a playroom with a Jungle Jumparoo, slide, kitchen set, playhouse, tunnel, grocery store, LEGO bricks, and puzzles. Thereâs also an art room to inspire young artists.
âI saw a need for a place for kids to play and moms to socialize and have coffee while shopping,â Jade says. âWhen the space next door became available, we were able to expand even more.â
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.
âWe started meeting every week,â Jade relates. âCindy 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.â
That advice paid off with a business loan used for purchases and to renovate her store. Marketing strategy was next on the list.
âWe had a brainstorming meeting on targeting customers from groups like MOPS and home-schoolers,â Jade adds. âCindy also suggested newspaper, radio ads, and flyers.â
Along with that traditional marketing outreach, Jade hosts special events at Little Daydreamers that have added to her customer base.
âWe do a lot of birthday parties,â she says. âWe also have character parties with characters from âFrozenâ and âPaw Patrolâ and employees who dress up as princesses and pose for photos.â
Fees charged for events add to store profits and customers tend to return after attending a function.
âOur childrenâs line is exclusive,â Jade explains. âYou canât find it anywhere else.â
Jade credits Cindy and the SBDC with much of her success.
âIf Cindy canât help, sheâll find someone who can,â Jade concludes. âThe first thing I would say to anyone opening a business is: Call the SBDC!â