Don’t let the name deceive you, started in 1984, The Children’s Hour is a store filled with clothing, books, shoes, accessories, toys and unique decor sourced by travels both domestic and abroad. What began as a bookstore, blossomed into a family business right in the heart of the 9th and 9th shopping district. “Our first love, however, is still books and we pride ourselves on the quality and variety of books we carry,” says owner Diane Etherington. “Everything in the store has been read by us so we know what we’re recommending when we do so.”
The Children’s Hour works hard to stay at the forefront of trends and carries products for children, adults, and anything in-between. It also has home decor and books that will intrigue and inspire all ages. “The products we carry are well-made and timeless, not faddy,” says Etherington. “Because of our commitment to quality, we are the only store in the state of Utah to carry certain high-end lines.”
For spring and summer, jumpsuits are still in and, according to Etherington, just as hot as ever. The chic boho look for women is also still incredibly popular. “We are seeing large sleeves on flowy blouses, unique prints, and opportunities for mixing fabric with funky layers.”
Etherington notices the usual colors and spring accents are still incredibly popular, such as oranges and floral accents, but they are being incorporated into clothes in unique ways, such as embroidery that can be found on blouses. Cowboys on horses are often printed on Italian silk skirts.
“People aren’t interested in fairies and princesses anymore,” says Etherington. She sees the big shift from selling tutus and wands, to now parents being interested in more gender neutral toys.
The types of toys are also more interactive. A popular brand in the Children’s Hour store is from Mailag from Denmark. “They do these mice and bunnies and they come in all different sizes with furniture and clothing.” Etherington says boys and girls alike enjoy them. It gives them room to use their imaginations and also allows for boys and girls to play together.
Even though the store still carries the classics such as Peter and The Rabbit, a plethora of Dr. Seuss stories and gorgeous bound writing journals, Etherington sees a trend of girl empowering books. “We’ve sold a lot of Chelsea Clintons’ book, ‘She Persisted.'” Andrea Beaty is also a popular author among parents and kids alike with her abundance of stories such as: Rosie Revere, Engineer; or Ada Twist, Scientist.