Little One & Co. Owner Has Big Ideas

Hanh Truong opened the doors to Maplewood's only full-service children's clothing boutique, Little One & Co., on October 23, 2008. It was an inauspicious time to start a business--to say the least. "The day after I signed the lease is the day the major news media announced the economy was tanking," said Truong.

Still, she plowed ahead. 

Truong had done her research and felt that a children's clothing boutique that matched Maplewood's ethos for individuality, practicality and sustainability was bound to succeed, at least in the long run. 

Besides, "I always wanted to own my own business." Truong had left American Express--where she worked in marketing--after having her daughter Madeline almost 3 years ago. She then did some consulting for the firm Olive. But it still wasn't the right fit. 

"I looked at the gamut--from restaurants to day care and everything in between. I wanted to find something I could do for a long time," said Truong, who tried to imagine what she would be doing as a "little old lady." Truong landed on retail for children's clothing. 

It was at that time that the space on Highland Place opened up (it was formerly a camera shop). Truong felt it was kismet.

Lots of remodeling was in store before opening. "It was all slat walls, pinks carpeting, black ceilings and florescent box lighting." The lighting is now more suitable for a gallery, with spotlights on tracks and a central chandelier from No. 165. 

Little One & Co. stocks clothing for girls and boys from newborn to 8 years. Truong carries gifts, accessories, clothing for "pretend play," outerwear, sleepwear and "new mom" gifts. Little One & Co. does not carry shoes out of respect for the children's shoe store already in town, Tic Tac Toe. 

When she opened, Truong reports she got some negative reactions from shoppers who wondered how a boutique clothing store could hope to make it in this economy. 

On a recent visit, however, Patch found that Truong provides environmentally sensitive clothing made in the U.S. that is reasonably priced. The general range is $20 to 60 for tops, pants, and dresses. Coats can run a little higher. Brands include Ben Sherman, Appaman, Tea, Deux par Deux, Egg, Kate Mack, Kaiya Eve, Angel Dear and Kicky Pants (made out of bamboo!). 

"I feel like a lot of new families in Maplewood are from Manhattan and Brooklyn. They are used to that artsy vibe. They've had this kind of store in the City and this fits their lifestyle." Truong added that even though customers now live in the 'burbs and have kids, "you still want to look unique, with a little personality."

A year later, Truong has found her audience. And Maplewood parents who are looking for clothing that is responsibly manufactured and stylish know where to go. When choosing lines to carry, said Truong, "I look for clothing that is comfortable, washable, unique and reasonably priced."

But the opening of Little One & Co. is only half of Truong's Maplewood Village story. No sooner had she opened then she was involved in the event committee of the Maplewood Village Alliance, the nonprofit organization managing events, marketing, design and capital projects for the commercial district.

"I had received a Shop Local email from Montclair and I was very impressed", said Truong. "Montclair was doing such a great job." Truong sent an email to other Village buisnesses saying, "Let's do what Montclair is doing. Let's work together and start promoting ourselves as a united group."  

The Village, at that point, had not been taking full advantage of new media and social networking sites, said Truong, but was relying on old-fashioned print brochures and postcards that were handed out at Village shops. "If we do a card, you can only get it in town." In essence, you are marketing only to those who are already your audience. (Truong herself promotes Little One & Co. through a blog, a website and on Twitter.)

The idea of Internet marketing took hold quickly. "Everyone was great. They gave me logos and I kept them on a database. We kept using it." This was for last year's Shop Your Village for the Holidays promotion. Truong is quick to credit other Village businesses for the success, including Perch Home, No. 165, and the Village Wine Shop, among others.

The list and the database grew through the Valentine's Day promotion, Spring Open House, Fall Open House and two Girls Night Out events. 

Truong is excited to be working with the Village on more viral marketing--and sighted web-based efforts like the 350 Project--but she is also excited to welcome new Village manager Julie Doran.

"With the holidays coming, I need to redirect some of my focus," said Truong. "People are saying, 'I love what the Town is doing.' I hope that momentum stays!"