In the heart of Calgary’s Mission neighbourhood, Maude Kids Decor is redefining children’s retail with a carefully curated selection of toys, furniture, clothing, and home goods. Founded by Jennifer Forrest, the boutique and online store focuses on high-quality, design-forward products sourced from small makers around the world, primarily from Europe. Inspired by her passion for interior design and her own experience as a parent, Forrest saw a gap in the Canadian market for beautifully crafted, functional children’s items that integrate seamlessly into a home’s aesthetic. With a growing customer base both in-store and online, Maude Kids has become a go-to destination for unique, heirloom-quality gifts that foster imaginative play while evoking nostalgia and whimsy.
What is your business called and what does it do?
Maude Kids Decor. We are a children’s concept store featuring a curated selection of toys, furniture, clothing and other home products for kids sourced from small makers around the world. We operate an online store offering shipping across North America, as well as a newly opened storefront located in the Mission neighbourhood of Calgary, Alberta.
What made you want to do this work?
I’ve always had a passion for interior design, and when I became a parent, I found I was really drawn to items for my daughter’s room that were not only beautiful but also well-made, functional, and design-forward. I love the idea of kids being integrated throughout the home and sourcing products that are complementary to the family’s overall design aesthetic.
What problem did you want to solve with the business?
I try to source products that are unique, not easily found elsewhere in North America, and primarily European brands. I felt that there was a gap in the kids market in Canada that met my criteria of functionality, design and quality. You won’t find a lot of plastic toys, but rather heirloom-quality items designed to foster imaginative play and that evoke a bit of poetic whimsy and nostalgia.
Who are your clientele/demographics?
Maude Kids is a fantastic store to find unique gifts for baby showers, birthdays and other special occasions. It’s a favourite of parents, kids and grandparents alike.
How does your business make money? How does it work?
We operate as both a physical storefront in Calgary offering an in-person shopping experience, as well as an e-commerce shop, serving customers across North America.
Where in the city can we find your profession?
We are located in the Mission neighbourhood of Calgary, at 101, 1812 4th Street SW, Calgary, Alberta T2S 0C9 as well as online.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
Most recently, given the current political and economic climate, many customers are asking where our products are made. We are proud to say that we are 100% Canadian-owned and operated, and the brands we carry, while sourced from makers around the world, are primarily made in Europe and Asia.
What is the best part about what you do? What is the worst part?
I love sourcing and discovering new products to bring into the shop, and engaging with customers face-to-face. After operating online for the past three-plus years, it has been so lovely to meet customers in person and make connections. As a small business owner, juggling the many facets of owning and operating a business can make it difficult sometimes and I often feel like I’m spread too thin. Finding that balance of providing top-notch customer service while maintaining work-life balance and boundaries can be challenging at times.
What is your favourite joke about your own profession?
Gosh, can’t think of one right now
Where can we follow you?
Instagram | Facebook | Website
PAY IT FORWARD: What is another local business that you love?
Our next-door neighbour, Field Study! They have the most amazing collection of clothing and home goods, and are focused on quality over quantity.
