PRESS RELEASE:
ENTREPRENEURIAL MOMS GAIN MOMENTUM
Toronto, Canada — They may have started small, but no one could say that the moms behind Canada’s original Children’s Trunk Show (CTS) haven’t proven their mettle. Growing their show from four vendors in 2003 to over 60 this May, CTS co-founders Julie Ritchie and Kim Nichols have nevertheless refused to sacrifice quality. And with a franchise set to launch in Vancouver and a dedicated Green Trunk Show in the works, the women continue to think big—all of which is great news for women entrepreneurs and savvy shoppers alike.
The first event of its kind in Toronto, the Children’s Trunk Show (CTS) features unique products and services fashioned by moms for moms. Its mission is clear: to celebrate motherhood and give entrepreneurial women a boost. In the process, female consumers have the opportunity to shop in a dynamic, stroller-friendly environment—and to purchase high quality, one-off goods geared specifically toward moms.
“As mothers ourselves, we know how challenging it is to find clothes and furniture for kids that are creatively designed, well-made, and locally manufactured,” says co-founder Julie Ritchie.
Every product and service offered at CTS is hand selected and approved personally by the founders, and the show is well served by a growing appetite for all things “boutique”. Yet while the promise of exclusivity lures many a mom, climate-conscious shoppers also enjoy knowing that Junior’s new duds are locally designed and manufactured. This year, the show launches its first official Green Room featuring environmentally sensitive goods.
Humble Beginnings
High school classmates, Nichols and Ritchie more or less stumbled on the idea for CTS. While Nichols juggled raising children and representing a personalized bedding company, Ritchie (now a mom herself) was travelling the world importing clothing for toddlers. Both had goods to sell, but no venue to sell them. Hearing about the growing popularity of exclusive, invitation-only trunk shows in New York City—which had no equal in Canada—they decided to assemble their own show. Recruiting two other suppliers and mailing invitations to a select list of friends, CTS was born. From their very first show, it was clear they were onto something. Word-of-mouth quickly pushed CTS to two shows a year—and the event now boasts the dubious distinction of having spawned a number of “copycat” shows.
“This seemed to be the right idea at the right time,” muses co-founder Kim Nichols. Consumers are ever more discerning, while more and more moms seem to be launching home-based initiatives geared to filling a void in the marketplace.”
From Babes in Black to Toy Box Treasures, every CTS vendor has one thing in common—their market is moms. What’s more, most business owners and designers are moms themselves. Inspiration for many mothers founding at-home enterprises came from the simple desire to spend more time with offspring. Others were moved by their own experiences in motherhood to create a special product for their kids—or themselves—that they couldn’t find anywhere else.
“When I got pregnant and went to buy a diaper bag, all I saw were pastel sacks emblazoned with teddy bears or hearts. Either that or they were all black,” says Posh Mom Diaper Bags founder Sherri Ground. “So I decided to make my own.”
Minnow Hamilton, Director of Media Relations for www.savvymom.ca, Canada’s top online resource for moms, cites the Children’s Trunk Show itself as one of the motivators behind her site’s launch.
“CTS is a great example of women taking control and producing excellent quality products that moms and families need,” says Minnow. “We are proud to be supporters.”
Among the myriad vendors now exhibiting are Sweet Memories Quilts, makers of organic baby quilts and sheets; Mabels Labels, which provides fun and durable labels for all the stuff kids lose; Crumb Design, makers of matching mom and child vintage aprons; and Muffin Mat, creators of a handy, fashionable and portable play mat for babies and toddlers. A partial list can be found on www.childrenstrunkshow.com.
Next Steps
For Ritchie and Nichols, the journey may be just beginning. While preparing for the upcoming show, each is engaged with raising her own family—giving them a firsthand understanding of that “mompreneur” balance. Looking ahead, they see their expansion into Vancouver as a pilot project on franchising their “baby”, and are working hard to develop a Green Trunk Show, featuring exclusively environmentally friendly household products for consumers of all ages.
“It’s hard to be a mom and not be motivated,” says Ritchie. “We just want better stuff for our kids—and to have support other moms and have fun in the process. It couldn’t be working out better.”
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THE SPRING 2008 SHOW
When: Friday, May 30th from 9:30 am to 5:00 pm
Where: Distillery District (the Fermenting Cellar, Buildings 6 & 7, 55 Mill Street, Toronto)
Admission: $7 at the door, a portion of which is donated to the Hospital for Sick Children
CTS is proudly sponsored by Supperworks and Savvymom.ca.
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