'I run a mother and baby boutique in Kinver with my two daughers but it's my grandpa who is the inspiration behind our unusual name'

Not only is it a mother and daughters enterprise but the shop’s ethos is all about cherishing and celebrating the special bond within families.

Nicki Burrows and her daughters Sophie and Amelia opened their mother and baby gift boutique in Wall Heath in October 2023 and in January this year moved the business to Chenevare Mews in Kinver.

The trio decided to team up to combine their own interests, skills and values.

Nicki has 35 years of experience in children’s services, Sophie is a baby and child photographer and Amelia has a passion for health, wellbeing and fitness.

“The three of us make all of the decisions together. We do everything together from the branding to the purchasing. Family is incredibly important to us,” says Nicki.

The shop’s name also has a connection to their own family. 

“We couldn’t decide on a name because everything we thought of sounded a bit twee.

“When you become a parent or set up a new business, there’s a bit of anxiety or a little bit of fear.

“I was driving to the shop before it opened and the sun came out and it made me think of something my grandpa used to say when I was a young girl – if there is enough blue sky to make an elephant’s pyjamas, we’ll be ok.

“So we became The Elephants Pyjamas,” explains Nicki.

The team pride themselves on stocking quality items, buying sustainably where possible.

“Most of our products are 100 per cent cotton and bamboo and we buy organic where we can,” says Nicki.

"We buy everything in small quantities. We like to offer something a little bit different.

“Some of the big stores have nice clothes but you see children all wearing the same thing.

“We like to source unique products from all around the world – we like to say ‘we are bringing the big world to your little one’s wardrobe’,” she adds.

They stock daywear, sleepwear and accessories for babies, toddlers and children up to the age of five in neutral colours.

Shoppers will also find vintage toys, blankets, mobiles, playmats, swaddles as well self-care products and gifts, such as Chelsea Peers Jersey Pyjamas, for women.

Customer service is very important to Nicki, Sophie and Amelia, who have worked hard to create a welcoming and friendly environment for anyone who has a baby in their life.

“We like to make people feel special when they come into the shop and we tailor our customer service to what they are looking for.

“Everything is wrapped in tissue paper and we include a thank you card to thank them for their purchase,” explains Nicki.

“We only stock items in soft colours so it’s very comforting and relaxing,” she adds.

Nicki enjoys meeting new faces and chatting to their regular and returning customers.

“The thing I enjoy most is meeting the little ones. They become like family and we love to watch them grow. We like to include them as much as we can – they’re our Elephants Pyjamas family.

“We invite them back to be models for our products and Sophie takes their photographs,” she says.

Since relocating the business to Kinver, the trio have been delighted by the response from shoppers.

“We had some lovely loyal customers in Wall Heath, but sadly not enough of them.

“Amelia wanted to go travelling so we decided to relinquish the lease in Wall Heath. 

“I was doing a pop-up event in Kinver when the landlord of the Mews told me there was a small unit available to rent and invited me to have a look. It was perfect. We have had a lot of support from the local Kinver community and have been welcomed with open arms by people in the Mews, who have been so helpful.”

The Elephants Pyjamas is hosting a charity tots fashion show, showcasing the shop’s summer range.

It is in support of Beth’s Sunflowers, which raises money for blood cancer charities, at Cookley Village Hall tomorrow from 2-4pm.

“It’s a charity that is close to my heart. It’s really nice to be able to support charities in this way,” says Nicki.

Tickets cost £5 and are available from shop or through the Facebook page www.facebook.com/Theelephantspyjmas/

For information, see www.theelephantspyjamas.com