Jenifer started Hooray & Co online in 2016, after finding herself immersed in the world of kids' products following the birth of her second child. She realised that there was a gap in her town for a boutique selling beautiful, design-led children's toys. She opened her physical shop in the town of Hitchin in 2018, where locals could come and explore a trove of carefully-designed and thoughtfully-curated products.
"Everything we stock has been chosen to inspire play and imagination, whilst also appealing to modern parents. we have lots of toys out on display so children can play and parents can see what is catching their kids' attention. We are aiming to be as plastic free as possible and we reuse packaging to reduce waste"
In the meantime you can find more of our best boutiques here.