What’s Selling at The Children’s Hour in Salt Lake City

What started out as a small children’s bookstore in Salt Lake City, UT, 31 years ago has blossomed into so much more for owner Diane Etherington. The Children’s Hour still carries a large selection of books—much of what is found on the shelves is part of a beloved collection curated over the years—but the boutique also carries a wide array of kids’ clothing, shoes and accessories, gifts, and women’s clothing, shoes, jewelry and other accessories. The boutique is a one-stop shop for Salt Lake City residents looking for gifts. It’s also the area’s go-to destination for high end European childrenswear. Etherington herself is the store’s buyer and the curation shows. Today, she reveals what Salt Lake City loves.

Who is your typical customer?

We don’t really have one. I think for us, there isn’t necessarily a demographic. People who shop here like to have personal service, they like to be helped and they trust us. We’ve built up our book selection over 31 years and they know they’ll have good options. It’s the same with clothes. We do a lot of hand-selling and finding things for events.

How has business been so far this year?

It’s been fabulous! We are having a great year so far and we’re thrilled. Easter was great and the business has just continued. I’m feeling very optimistic about spring.

What are your best-selling apparel brands?

Joules always does well—it’s well-priced, different and cute. It’s from England and has a tailored but sweet look to it. Scotch R’Belle is a great line of mostly sportswear from Amsterdam. Another English brand that does well is ilovegorgeous and they make beautiful dresses. Both Lili Gaufrette and Petite Bateau have dedicated fans who wait for new pieces to come in. Rachel Riley is also very popular—it’s a very traditional British heritage brand that makes lovely dresses that last for two years. They make them roomy with long sashes so that the dresses last longer.

What are your best-selling gifts?

We carry Käthe Kruse and Madame Alexander dolls. Jellycat is a real favorite here—we sell it hand over fist and have to re-order about once a week! The Hansa line of realistic lookng soft animals is popular, as well as the Folkmanis hand puppets. For babies we do lots of wooden toys from Haba. Moulin Roty does great paint sets, puzzles and little doll trunk sets with clothes. Maileg is a brand from Sweden that does little cloth mice and bunnies in different sizes with clothes, furniture and accessories—we sell a ton of that amazing line, too.

We also carry a nice range of jewelry. Milk & Soda is really popular. Charm It charms, Bottleblond Jewels, Scotch R’Belle and Anaïs + I are great, as well.

What are your best-selling shoes?

We sell a lot of shoes. We do well with Camper for the whole family, as well as Bloch, Converse, Saltwater Sandals and Melissa shoes.

What’s the best new brand you’ve introduced recently?

Without a doubt, it’s Kate Spade for girls. It’s been amazing. We carry sizes 2-14 and the looks are just darling. We were looking for something dressy, but not over the top and it is just perfect.

What’s the best part of your job?

I just really love selling cute things to people—they get so excited! It’s fun to match people up with their heart’s desire; being able to find what they want is so rewarding. I just love it when people leave here feeling happier than when they walked in the door. We have a happy spirit in here and I enjoy sharing it!