born Children’s Boutique

By on 13 July, 2012 in Erika Tracy, Fun, Shopping with 0 Comments

Photos by Brit Snap Photography (

An eye for design was the starting point for Stephanie Moseley’s Midtown children’s boutique, born. And it shows. The crisp, modern interior of Moseley’s store is filled with designer-worthy decor for nurseries and kids’ rooms, fashionable (and functional) items for new parents and fun, stylish clothing lines for little ones. The colorful container of suckers waiting for guests doesn’t hurt the aesthetic either.

Moseley’s life-long dream of creating her own retail space became reality when she and her husband returned to Montgomery after living in Birmingham. Working with clients and commanding her own vision wasn’t new to Moseley. Past retail experience and a career as an interior designer for a Birmingham architectural firm for eight years served to prepare her for a little of what she was getting into in the world of retail.

“It wasn’t a complete shot in the dark for me. I knew what I was getting into,” Moseley said. In fact, the Auburn graduate researched and planned her concept for over three years before opening the doors of born in October 2011. Trips to market in Atlanta for brand research and observing the children store market in neighboring cities got Moseley into “go mode” well before she settled back into Montgomery with her husband.

A children’s store wasn’t too far a stretch for the smiley thirty-year-old. “In the back of my mind I always saw myself as a school teacher,” said Moseley. “But design is my talent. A boutique for children was a way to marry two things I enjoy.” She’s done it well.

The store’s new-to-Montgomery brands are a treat for residents used to exploring outside the city limits for unique options. born’s offerings appeal especially to the city’s 20-something moms attracted to traditional styles with a hint of modern influence. A carefully-curated selection of clothing lines for newborns to size 8 for boys and 14 for girls especially stand out as unique to the Montgomery area. Trunk shows for brands including Casey Hughes’ Pears and Bears have been a great success. In the fall, born plans to expand to tween sizes for girls and will soon begin carrying a specialty line created by Moseley herself. 27 Threads, Moseley’s new brand, will offer collegiate and seasonal smocked clothing for newborn to size 10.

Moseley said sharing these brands with residents and keeping retail dollars local is largely the purpose of her business. “Blogs and magazines are filled with these brands. If Montgomery doesn’t have it, then these moms order it online or look in Birmingham or Atlanta.” Instead, Moseley is offering local parents the best of both worlds — fresh, modern options and the opportunity to buy local and stimulate their community’s economy directly. “Support from the community only enhances the shopping experience. Customers receive both personalized service and expertise,” said Moseley. “The dream of owning your own shop or business will die if everything is big box.” Moseley joins the effort to shop local herself as well. “I try to shop local as much as possible and I send my customers to other local businesses if they are looking for something I don’t have.”

It’s an effort that’s close to her heart. Born and raised in Montgomery, Moseley is glad to be back home amongst the city’s charm and history and is enjoying being part of the revitalization of Midtown. She’s not shy about her favorite Midtown spots to enjoy either. “Experiences draw me in. I feel like aesthetics have to be pleasing, the brands have to be unique and the level of service has to be superb.” So it should be no surprise that retail shops Painted Pink and Parish are at the top of her list. El Rey and Louisa’s Bakery are also quite regular stops.

Nestled between Publix and the popular summer stop, California Yogurt Craze, on Zelda Road, Moseley has made herself a retail home and is busy keeping the dream of local business owners alive.

born is located at 3014 Zelda Road. The store is open Monday through Friday from 10 a.m. until 6 p.m. and Saturday from 10 a.m. until 3 p.m.

Erika Tracy is a proud resident of Cloverdale, graphic designer and photographer. A life-long resident of the capital city, she is honored to share her hometown with wonderful friends and many creative minds. See her work at

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