CHAT ROOM | tada! Shop


One part retail site and one part online magazine, tada! Shop is the brainchild of Holly Brown and Hadley Peterson who previously worked as President of Internet at Martha Stewart Omnimedia and Managing Editor at Style.com, respectively. The duo founded the website with the goal of building a one-stop children’s e-commerce site for time-pressed moms.

Shoppers can check out Holly and Hadley’s tada! picks for gift ideas, inspiration and more. They also enlist guest editors, experts in the children’s industry from bloggers to designers, as well as a handful of opinionated kids to create handy shopping lists of their top picks from clothing to toys. We caught up with the duo to find out more about the site:


Q: How did two time-pressed moms make this one-stop shop happen?

A: It was back-to-school season a couple years ago and we were shopping for our kids- with four websites up trying to figure out which product to buy. We set out to solve the problem of shopping for children on the web. Not only was it hard to compare products from brands we knew, we also realized the discovery part was so difficult. Great brands are buried on the web and so it was nearly impossible to find them, outside of word-of-mouth. We started talking to different stores and they were excited about the power of aggregating the specialty stores under one site. We quickly saw that the site should incorporate everything related to kids so we launched with toys and plan to introduce room decor and gear in the near future.

Q: How would you describe the tada! Shop aesthetic and how do you come across the products and brands featured?

A: Playful. Stylish. Clean. Creative. Comfortable. We do a lot of research on kids’ brands and products. We read a lot of blogs and are constantly finding new sites. We are in Manhattan and Brooklyn at least once a week and are constantly inspired by the kids’ stores and the kids on the street. And if we see something we like, we’re not afraid to take a peek at the tag or ask the mom where it is from.

People are interested in quality and longevity. We know we are. We each have three kids and know what we should have splurged on in the beginning and actually saved on. Moms on our site are deal-seekers but probably even more so, they are interested in buying fewer, nicer things that will get their cost in wear.

Q: Where do you look online for inspiration?

A: Milk Magazine, Lonny and Smallable. For blogs, Small Magazine, Bloesem Kids, Design Mom, Frolic, Inchmark, Sunday-Suppers, Goop, LMNOP and Babyccino.


Q: You also enlist guest curators from six-year-olds to fashion editors to create shopping lists. Tell us about this feature.

A: We don’t want our editorial to be one style, just Hadley and Holly’s picks gets old. We want tada! shop to be about different styles, price points and perspectives. We absolutely love our guest editors. It’s fun for us to see what they pick, the outfits they create and how they shop. The “Kids Picks” are really fun to do. We ask real children, some of them our own, to go through the site and tell us what they love. (We admit, sometimes it takes restraint not to say “really? not this one?” but we remind each other not to sway them).

As for our favourite guest editors, that is hard. We love the most recent one by blogger Kenziepoo “Turn This Outfit Into a Room”. Florence Rolando at Pirouette, Irene Hoofs from Bloesem Kids, all our bloggers over the holidays, Jenny Cooper at Crewcuts, Simple Song, Babyccino, LMNOP, Jess Brown of the doll fame…. we could go on and on!


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