Village Goes Gaga for Custom-Made Baby Clothes

Along with the opening of Just Baby Gifts & Apparel in Corralitos two and a half years ago came the resurrection of a classic traditional fashion line of baby clothes thanks to store owner Jennifer Shelton and her mom Carolyn Schuyler. 

Shelton built a steady clientele with the community around the store, but the space was limited to a tight-fitting 400 square feet. So Shelton moved her steadily-growing business and launched a brand new store April 1 in the ever-busy Capitola Village.

“It’s fun to be in the village,” said Shelton. “It’s just a great environment.”

Inside the store is a range of baby clothes from traditional silk christening gowns, knitted sweaters, smocked dresses, and embroider baby layettes that are neatly arranged on the walls and clothes racks.  

A majority of the items for sale are created by Shelton and Schuyler right inside the shop or at home in front of the tube watching the San Francisco Giants play.

Shelton started her business of baby boys' and girls' clothes for parents specifically looking at something a little more traditional other than a bright pop culture themed shirt and baggy jean shorts.

Then she and her mom put their seamstress skills to use and made outfits out of ideas pitched to them from customers.

“[They say] 'I want a party dress, I want it pink, I want it for a two-year-old,'” said Shelton. “And then they trust us to just create it from there which is pretty awesome.”

The clothes are sold under the name Just Baby and range anywhere from as low as $40 all the way up to $70.

It’s the quality work and the passion of constructing wonderful outfits that separates Shelton from the others.    

“The hand arts is what we do and we want to keep it alive,” said Shelton.

But there’s no way Shelton could have managed to build her baby empire without the most important teacher to her in the business, her mom.

“My mom has taught me everything I know,” said Shelton. “And she sits there and smocks, knits, and sews all day.”

In today’s world of rapid change, Shelton wants to retain the same classic look that she first introduced to the town of Corralitos. So far she has kept the style alive pretty well as a new tenant in the Village.

Despite the fact her store stands in a marquee tourist area, she’s optimistic her current customers as well as new locals in Capitola will continue to walk through the front door.

“A lot of baby shops are going out of business,” said Shelton. “So far we’ve had a faithful following.”

Have you been to the new baby store yet? What do you think? Are you impressed that Shelton makes so much of the product herself? Tell us in the comments!

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