Children’s lifestyle store Cucurucu was established in November 2025 in the heart of Conwy, North Wales. The inspiration for the business came from owner Helen Parkes’ love of independent children’s brands, playful pieces, and the joy of shopping in-person. After years of working in the corporate world, she wanted to do something more creative, rooted in the local community, and that worked alongside family life.
The idea was to build a space where parents could discover thoughtful, well-made products for children. Items that feel special but still work for everyday life and play. Everything in the shop is carefully curated so customers can easily find lovely things all in one place, whether they’re looking for a gift or something new for their little ones.
The store offers a colourful, playful and welcoming environment, creating a space that feels bright and inspiring yet still relaxed, so families can enjoy spending time there. It’s also designed to feel a little magical, where children are just as excited to visit as the adults, and there’s always something new to discover.
A welcoming space for families
In terms of product, Cucurucu offers a curated selection of children’s clothing, accessories, toys and gifts. Many of the brands focus on imagination, creativity and open-ended play, alongside thoughtful design and quality materials. Everything is chosen with care to ensure products work together and to make the process of shopping easy for customers, whether it be a birthday gift, something special for a new baby, or everyday pieces for children to play and enjoy.
The mix of independent brands includes Claude & Co, Organic Zoo, Bob & Blossom, Sleepy Doe, Maileg, Banwood, Mushie, Nailmatic, HoppStar and Olli Ella, alongside other carefully selected children’s and lifestyle brands.
As almost all of the products have been tried and tested by Parkes’ own children over the years, she knows how well they work for real family life. More recently, the store has begun stocking Earl of East and will soon be adding Yonder, providing items to appeal to parents, too.
A creative vision rooted in community
Cucurucu puts a strong emphasis on community, striving to build a welcoming space where families can connect, try something new, and spend time together. The business has hosted several small in-store events already, including craft sessions, mini manicure workshops and yoga classes, with plans to host many more.
The focus now is on continuing to grow Cucurucu as a destination shop for families, both locally and online. Parkes has her sights set on more brands she would like to introduce, alongside planning additional in-store events and continuing to build a space that feels inspiring, friendly and is fun to visit.
Cucurucu
4a Manchester House, Lancaster Square, Conwy, North Wales LL32 8HT
www.cucurucu.store