Sally Whitehouse of Bright Beginnings in Austin, TX

Texas summers are almost always sweltering, and 30 years ago, Sally Whitehouse was having trouble finding lightweight, breathable cotton clothing for her two young kids. So, taking advantage of Austin’s local offerings, Whitehouse opened children’s store Bright Beginnings in 1983, selling mainly Texas-made cotton T-shirts and one-pieces crafted with tie-dye and batik techniques. Now, the 2,000-sq.-foot shop’s M.O. is still the same. “We try to specialize in soft cotton with luscious prints and a lot of organic cotton as well,” Whitehouse notes. And while she still carries handmade and Texas-based brands, Whitehouse says that brands like Sara’s Prints, Le Top, Claesen’s, Flap Happy, Anita G, Haven Girls, Isobella & Chloe, Monkey Bar Buddies, Hatley, KicKee Pants and Baby Aspen are some of her top sellers across the board, and have been with Bright Beginnings for decades.

It’s not just the brands that have stuck with the store since the beginning—Whitehouse proudly notes that customers she helped dress as children now come in with their own broods. “It’s been really rewarding seeing them come in,” she reflects. “It’s really cool to see that. I always feel like we have so many friends in the Austin area who have trusted us to give them good, comfortable, fashionable clothing for their kids. It’s such a joy to see them.” Though Bright Beginnings and 30 other retailers were forced out of their downtown location after their block was torn down in early March, Whitehouse says business has picked up since the move. “I think we’re adding a lot of new customers,” she observes. “We still see our regular customers all the time, but we’re in a really friendly neighborhood, so new faces will pop in and say, ‘We’re so glad you’re here.’”

– Samantha Sciarrotta

What are your bestselling brands for baby?
We do a lot of Magnificent Baby and Magnolia Baby, as well as Nohi Kids. Little Giraffe, Angel Dear and Ruffle Butts sell really well.

How about for girls?
Our very bestseller is probably Ragdoll & Rockets, which runs from 4 to 16. We do a lot of our tween business with them. Sally Miller is big, too.

And for boys?
Wes & Willy, Dogwood, and Luigi Kids. Rugged Butts does well.

Do you sell any baby gear? Why or why not?
No. We don’t have enough space, and there are a lot of places where you can get those kinds of things, like big box stores.

How about toys?
We do a lot of Alex, Toysmith, Blue Orange and Sassy for babies. We try to focus on a lot of wooden things versus plastic. Our toy prices range from $1 to $50.

What’s been the best new brand added to the store’s mix in the last year?
Ruffle Butts and Rugged Butts. We hadn’t carried them, but we always thought they were cute, so we said, ‘Let’s try some of these diaper covers.’ We started with them, and they were great, so we moved into the clothes.

What are some of your top-selling accessories?
Distinctive Designs hair bows are made by a local gal. They come in five different sizes and any color you could imagine. If we don’t have it, she’ll make it. Reflectionz headbands do well, as well as fedoras by Rugged Butts. Hooded towels by Yikes Twins and AM PM Kids are great. We sell a good amount of sunglasses from Teeny Tiny Optics. Their Johnie Lennon glasses are definitely or best seller. We also carry shoes and do well with Sun San Sandals.

What’s the biggest challenge facing your business?
Our move. For 25 years, people just used to find us on that corner. Now that we’re not there, we get so many frantic calls, even though we’ve been doing some advertising. But we think it’s really kicking in now. I feel like we’re going to be fine. Plus, traffic and parking are better over here. They’re advantages that people will like.

What’s the best part of your job?
Definitely the customers. I’m a real people person anyway, but to me, I just love it when people come in and we get to know them and their kids, and learn about their lives. We just love it. I always tease my workers—when I have to go answer emails or place orders, I tell them to chain me to my desk! I always want to be out on the floor.