Independent children’s boutique, Buttercup, recently celebrated 12 years in business. Based in Whitstable, the bricks and mortar and online independent specialises in sustainably made children’s products, including wooden toys, gifts, books, décor and clothing.

Owner Mary-Jane Higginson opened the shop after taking early retirement from teaching. With a passion for high-quality, design-led children’s toys and clothing, her business ethos has stood the test of time: selecting and curating products that have the least impact on our planet.

 

 

“Our littlest customers will be the custodians of planet Earth in their future, so it seems only right to make sure they have as little to deal with as possible in terms of sustainability,” confirms Higginson. “For us, play and childrenswear need to have a future life. In terms of play, that means it must be open-ended and not limiting in any way.”

Alongside brands such as Bajo wooden toys, Amy & Ivor baby shoes, children’s accessories by Runaround Retro, and a range of natural yarn handknits for babies, Higginson continues to explore other products to fit her exacting brief.

 

 

An award-winning independent

Buttercup has won awards consistently over the years with the Let Toys Be Toys initiative, which champions equality in play for all children. The shop has also won awards for its playful and creative window displays.

 

 

“When we started out, even five years seemed a big act to aim for, yet now we are celebrating 12 years and we couldn’t be happier,” concludes Higginson. “We are always grateful to have a regular customer base. However, it’s so good to also be discovered by new visitors to our lovely seaside town, many of whom revisit Whitstable just to shop at Buttercup and often shop online when they can’t just pop into the shop.”

For further information on Buttercup, please click here.