Bethania toy store Growing Kind has faced a turbulent start, battling theft, vandalism, and a Christmas Day break-in just weeks after opening its doors.
Despite these setbacks, owner and early childhood educator Amie Muir remains determined to create a welcoming space for families, particularly those with young children and sensory needs.
Growing Kind, a boutique toy store specialising in sustainable, educational toys, is the brick-and-mortar evolution of Mrs Muir’s successful online business.
Mrs Muir, who has a background in early childhood education, initially launched Growing Kind as an online store after running sensory classes for babies.
“Parents kept asking if they could purchase the musical instruments and sensory products we used in the classes,” she said.
“I quickly realised there was more sustainability in a product-based business than in running in-person classes, especially while managing young children of my own.”
After briefly testing the waters with a pop-up store in Morningside before the COVID-19 pandemic, Mrs Muir continued operating from a warehouse in Meadowbrook.
But as demand grew, she knew it was time for a physical retail space.
“More and more people wanted to return to in-person shopping, where they could see and touch the products before purchasing,” she said.
When a retail space became available in Bethania, it seemed like a natural fit.
“My children go to school in the community, I work here, and I go to the gym around the corner,” Mrs Muir said.
“It just made sense to open a store where I could serve the local families.”
However, the transition from an online business to a brick-and-mortar store has been far from smooth.
Since opening, Growing Kind has been hit with multiple setbacks, including a Christmas Day break-in where electronics and cash were stolen, vandalism over the Australia Day weekend, and theft of equipment meant for a mural project.
“It’s been a journey, and I’m really hoping the difficulties stop soon,” Mrs Muir said.
“We’re determined to push through and build something amazing for the community.”
Unlike large retail chains, Growing Kind specialises in sustainable toys designed primarily for children aged zero to five.
“We don’t stock mass-produced licensed products like Paw Patrol,” Mrs Muir said.
“We focus on wooden toys and reputable brands from Europe, offering a boutique shopping experience.”
Beyond retail, the store serves as a community hub, particularly for parents of neurodivergent children.
“Many of our customers are parents seeking support for children with autism or developmental challenges,” Mrs Muir said.
“Just last week, a father came in looking for advice about his daughter’s struggles at school. He told me he couldn’t talk to his mates about it, so he turned to us.”
Mrs Muir and her staff, all of whom have backgrounds in childcare or education, aim to provide a welcoming and inclusive space.
“We’re happy to accommodate sensory-friendly needs, like dimming lights and lowering music,” she said.
“And even if parents just need a place to talk, they’re always welcome here.”
Looking ahead, Mrs Muir hopes to continue growing the business while maintaining its strong community focus.
“It’s a constant juggle running a business while being a parent, but we make it work,” she said.
“Our priority is creating a space where families feel supported and valued.”
Growing Kind will be hosting a free family fun day on 16 March from 12pm at their store located at 13 Fletcher Road, Bethania.
