The clean, beautifully merchandised space on Middleton’s main drag formerly housed a photography studio. Owner Jen Wuebben and husband Eric got their hands dirty taking down a wall and repainting the walls a clean white and stylish dark gray and adding light wood shelving to lend the boutique a high-end, yet approachable feel.
Wuebben is passionate about what she carries, noting, “We focus on the fashion side for kids. And I only carry the best of the best vendors in whatever it is they make—whether it’s pajamas, or sunglasses.” Shoppers will find a thoughtful assortment of baby gifts, toys and toddler and kid clothing. Vendors are from all over the world and Wuebben’s retail experience—working at Karen & Co., being a buyer for Kmart in San Francisco and doing design at Lands’ End—complement her excellent eye beautifully.
She embraces the “tradition” in the store’s name wholeheartedly, too. “In everything I look for, it has to evoke some type of emotion—whether it’s beauty to look at, coziness or nostalgia, [or] reminding people of their own childhood.”
Tradition Children’s Market
1835 Parmenter St., Middleton