BERLIN – Thanks to a new shop on Broad Street, Berlin can now add a kids’ boutique to its long list of one-of-a-kind businesses.
Lifelong Berlin resident Emily Vocke opened Heart of Gold Kids at 116 Broad St. earlier this month.
“It’s a children’s boutique inspired by my 15-month-old son Oliver,” Vocke said.
Vocke, who has a background in fashion and retail, said she grew tired of struggling to find unique gifts for baby showers and birthdays. Because many of the major stores carry the same lines of children’s clothes, she was forced to search the Internet if she wanted something a little different.
“I was tired of looking for unique stuff,” she said.
When she saw the retail space on Broad Street become available in July, she decided to address the issue.
“I’d always wanted to do something like this, I just didn’t think right now,” she said. “But it’s a good size and it’s close to downtown Berlin.”
It’s even close enough to her own Berlin home that she can ride her bike to work.
“I think kids’ clothes should be fun. It doesn’t have to be trucks all the time,” said owner Emily Vocke of the apparel available at Heart of Gold Kids.
After signing the lease, Vocke spent the following month installing racks and a counter in the shop and collecting merchandise. She purchased from several of the brands she’d been dressing her own son in as well as from some she saw represented at a trade show in New York. She’s made an effort to stock the store with primarily organic cotton and U.S.-made products.
The store also features personalized jewelry created by Vocke’s mother’s business, debi dean custom jewelry, and an array of items handmade by longtime friend Claire Waggoner.
“She does leggings, bibs, letter onesies, custom quilts,” Vocke said. “It’s been awesome to have her.”
A glimpse into Heart of Gold Kids will quickly show customers Vocke offers more than the flood of blue and pink baby apparel available at most stores. T-shirts sporting slogans such as “Raised by wolves,” “Brave as a bear” and “Rock & Roll all Night” adorn the walls.
“I think kids’ clothes should be fun,” Vocke said. “It doesn’t have to be trucks all the time.”
The clothing in Vocke’s shop ranges in size from newborn to 5T. She also has a small area set aside for new mothers. There she sells clothes, nursing pads, baby carriers and the like.
Heart of Gold Kids is open Tuesday through Saturday 10 a.m. to 5 p.m. For more information, check out the store’s Facebook page or call 443-513-4811.