Mass Ave. Boutique, Nurture is looking for new ownership

Currently, Nurture Family is an established children’s boutique located in the heart of downtown Indianapolis on Massachusetts Avenue. Nurture has maintained its presence as one of the city’s only exclusive children’s stores. As women who live and work in the heart of Indianapolis, we are inspired by the growth of the city and the entrepreneurial nature and energy that continues with the growth that has happened in our small business sector. We believe that small businesses foster stability, growth, and community in a city like Indianapolis.

A quick Google search of “children’s stores in Indianapolis” will reveal a very telling market gap. Nurture is listed as number one, followed by Once Upon A Child (West), Pottery Barn Kids, The Children’s Place, Janie and Jack, Hanna Andersson, and Carter’s. Nurture is the only independent store among the list and this shows a clear market gap in Indianapolis. While the city has evolved and become innovative in many aspects with specialty grocers, independent restaurants, bars, gift shops, chocolatiers, there are virtually no retail offerings to cater to the market for unique and quality goods for children, outside of the corporate model.

The world today has become more connected, more informed, and more open. Millennial parents have become more conscious and aware of the quality versus quantity of items being sold to them on behalf of their children. However, parents, grandparents, and gifters in Indianapolis have limited options, which often results in turning to the internet for unique or higher quality children’s goods.

The phrase, “if you build it, they will come,” comes into mind when contemplating this market- however, there are not many people venturing inside the market for children’s items, which is why Nurture remains successful and at the top of the list when searching for retailers of children’s merchandise.

As young, professional working mothers we are actively engaged with our colleagues in this city, and we’re so grateful for those who have supported us in building not just a fun, whimsical, and dreamy retail space- but an opportunity for community engagement, connection, and friendship. As our families and personal careers have grown along with Nurture, we aren’t able to give the business the time and care we would like so that Nurture may continue to flourish as a staple in the Mass. Ave. community. We've decided that it’s time to pass Nurture along to someone that will love it as much as we do and make their own vision come to life.

Thank you for shopping small!

Inquiries can be sent to Co-Owner, Mystica O’Connor at [email protected].


Nurture Family

433 Massachusetts Avenue


Facebook @NurtureIndy

Instagram @Nurturebaby

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