Sisters Open Livermore Kids' Stores

Published in the Oakland Tribune - July 11, 2007

(some information has been updated since publication)

LIVERMORE -- With all the new restaurants, wine shops and boutiques in downtown Livermore, sisters Elizabeth and Jennifer figured kids need to get in on the action, too.

So in October 2006 the two opened "sister" businesses along South J Street, the Woopsiedaisy Toy Shop and the All About Me Kids Salon. The time was "now or never," Elizabeth said.

Each a mother of two, Elizabeth was working part-time at Lawrence Livermore Laboratory and Jennifer at a hair salon for adults in Fremont.

The pair found space for rent where an antique store had vacated and a neighboring T-shirt print shop had consolidated its space.

The Livermore residents spent eight weeks completely renovating 1,500-square-foot space with their husbands before the shop opened. The businesses have separate front doors and a wall between the two, but the front counter is shared.

Elizabeth runs the toy shop, and Jennifer handles the salon. They both help pick out merchandise for the small clothing section of the store, as well.

As first-time business owners, the sisters called it "terrifying" to open a small business.

"It's all new to us," Elizabeth said.

But so far, so good. Local shoppers have begun to frequent the joint shop-salon, and downtown events, such as the Livermore Wine Country Festival, have brought visibility to the stores. "The community definitely opened up their arms to us completely," Jennifer said.

The toy shop -- named Woopsiedaisy because Elizabeth was always saying it to her kids -- tries to offer unique items that are more along the lines of traditional toys. More wood and fewer flashing lights, she said.

"I try to get a lot of different things you won't find everywhere," Elizabeth said.

Customers will find toys imported from Europe and Australia and can pick up such traditional toys as a stick horse and jack-in-the- box.

The business moms often bring their children into the store and they help test new toys to determine what the shop will sell and what gets sent back.

Elizabeth also sells toys online and will deliver them to customers' homes already assembled.

The salon is kid-friendly, with a kid-sized Mustang convertible and Blue Angels airplane as seats for the haircuts. Jennifer has a few regular salon chairs, too, because half of her clients are still adults.

She gives out certificates for babies' first haircuts, sprinkles "fairy dust" on the girls and uses colored hair gel for the boys. A television in the salon will play various kid programs or movies depending on the age of the client.

Creating a fun environment and trust between the hairdresser and the child has been the key to making haircuts less stressful for kids, Jennifer said.

"Once they get to know me and build a relationship, it's a piece of cake," she said.

Jennifer also hosts birthday parties for children that include dress up, karaoke, crafts or whatever suits the birthday girl or boy.

"Every child is so different," she said. "I try really hard to make it about them and what they want."

Working together as a family has worked out well for Elizabeth and Jennifer. In addition to their children, who get titles such as "train specialist" or "doll specialist," the sisters' mother helps man the toy shop. 

"I don't think I could do it with anybody else other than my sister," Elizabeth said.