Modern Baby Co.
MODERN BABY CO.
New Children’s Store Opens on Monroe Street in Ellicottville
There’s a new business at 13 Monroe Street in Ellicottville, and it’s all about the littles! Just a few weeks ago, Alana Murray and Sydnie Beattie opened the doors of Modern Baby Co., a brand-new store with a beautiful selection of new baby and children’s clothing, accessories, toys, gifts, and more. Designed with expecting parents, new parents, and parents with young children in mind, Modern Baby Co. is the realization of a dream for Murray and Beattie, both mothers of young children who know the challenges and joys of raising a family while running their own business.
A few years ago, Murray, a western New York native, recognized that the area had little in the way of baby or children’s stores, so she opened Adrienne Grace Co. – named for her two daughters – in East Aurora. The store has gained a strong reputation for its beautiful, fashion-forward children and baby clothing, as well as its Buffalo sports-themed apparel, and Murray was interested in the possibility of a sister store in the Ellicottville area.
“I did a lot of market research to see how other businesses were doing in town,” she explained. “I heard from several Ellicottville business owners who sent me their numbers pre-Covid and after. The town has really significantly increased in traffic all year ‘round!”
When Murray learned that The Edge Hair Salon was going to be moving, she saw a great opportunity to open Modern Baby Co. in the heart of downtown Ellicottville. Murray, who works full time in the legal technology industry and runs her East Aurora store, knew a new business venture was something she couldn’t take on alone.
“Sydnie had shown a lot of interest, so I approached her to do a collaboration,” said Murray. “This is Sydnie’s first business, and it’s been such a great experience doing this with her.”
Although Murray and Beattie are continuing to increase their inventory, they are already stocked with children’s clothes for sizes newborn to 12 years old. Buffalo sports-themed clothing, including Allen Women’s leggings, are also available. “We’re going to be adding more toys,” Murray said. “During our soft opening weekend, toys were very popular! We carry Ellicottville and Buffalo souvenirs and gifts for those who are shopping from out of town.” Modern Baby Co. also has many gender-neutral baby items, which both moms noticed are often hard to find in department stores. “Sydnie and I have very similar tastes, which has made the inventory selection process a lot of fun,” said Murray.
Murray and Beattie are proud to be a women-owned business that supports others. “We really like to collaborate with other women business owners in western New York,” Murray noted. “We wholesale items from women business owners who may not have a shop but will do pop-ups.” Murray and Beattie are also supportive of the needs of new mothers, as their store will soon have a nursing/quiet area, complete with a nursing chair and changing area. “It’s so important for moms to be able to take that quiet time, especially when they’re out shopping with their baby,” said Murray.
During the next few weeks, Murray and Beattie are looking forward to getting their online store up and running. Additionally, gift cards are available, as well as a baby registry option that allows expecting parents to receive credits to be used toward future purchases at Modern Baby Co. “Our inventory is always changing and evolving,” Murray explained, “because we’re constantly partnering with different brands and local vendors.”