Hooray & Co.

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.