Madison-based website showcases brands by moms

Website Momkind curates cool stuff for kids
Madison-based website showcases brands by moms
Courtesy of Momkind

For Lauren Craig, working in public relations, managing American Girl’s social media program and running her lifestyle blog were all enjoyable pursuits for 11 years. Then she had daughter Elsie in 2014 and was contemplating her next move. “I was wanting [to do] something that was my own and more meaningful and helpful to others, yet flexible so I can be a working yet involved mom,” she says.

Enter Momkind, the website Craig started last November that curates the best brands founded by moms in toys, clothing, home goods and more. “I was spending a lot of time online and I started to find small brands, and realized that a lot were founded by moms, or ‘mompreneurs.’ And there are a lot of them out there running really successful businesses. So I’m helping other moms discover products and fall in love with their stories,” Craig says.

The made-for-moms focus of her merchandise mix is what makes her online platform unique, she says. “What’s better than a product that’s recommended by other mom friends? So that’s a huge stamp of approval, and there’s something really neat in that.”

Craig cites favorite brands like Montreal-based Ouisitine, which has “well priced, heirloom quality and play worthy” dolls, hand puppets and a wool duck pull toy. She also adores Telegraph Ave out of California, which crafts fashion-forward duds for babies and toddlers, and Petit Collage’s books, wooden puzzles and toys.

“[I’m giving moms] this platform where I’m helping promote and give awareness to other moms to discover cool things. And I’m celebrating mom entrepreneurs, makers, artists and authors–that’s the lens [through which] I’m buying,” says Craig.


Madison-based website showcases brands by moms

Light as a Feather: Malu Organic’s feather tank is an adorable fashion-forward top in airy organic cotton for a boy or girl. $40

Madison-based website showcases brands by moms

Chic Rabbit: Is it decor, a toy or both? Well, both, if you pick up Petit Collage’s Modern Bunny wood stacking toy. Bonus: It’s painted with water-based nontoxic paint and sealant. $25

Madison-based website showcases brands by moms

Adorable Organizer: Petit Pehr’s pom pom canvas bin is a stylish way to keep clutter at bay and toys corralled. $44

Visit Momkind at

Shayna Mace is a contributor to Madison Magazine. Catch her style segments on WISC-TV’s Live at 4.