Baby & Company Returns to Seattle for a Monthlong Capitol Hill Popup

The 10th Ave Collective Popup features local businesses like Easy Street—and is just the first in a series of Seattle events the boutique has planned.

By Zoe Sayler May 7, 2021

Baby and Company hopes the popup perks up the neighborhood.

Got a Baby & Company–sized hole in your heart? Then mend it: The Seattle-born boutique returns Friday, May 7, for a month-long popup at Totokaelo’s old location on Capitol Hill.

It’s been a long seven months in Seattle without our arbiter of style. Helmed by Jill Donnelly and husband Wayne since 2009, Baby & Company fled Seattle’s Covid-dampened downtown core at the end of September for the comparatively “bustling” Sun Valley, Idaho, where they quickly set up a smaller version of the shop fit for the vacation spot’s affluent visitors. 

But though Seattle’s changed since “Sub Pop flourished on my corner,” Donnelly says, she still pines for the city. Hence her plans to host no fewer than two popups here each season. “It also keeps me in pulse with the urban clientele,” Donnelly says, rather than just “a bunch of Sorels and puffy coats.”

This popup, though, is special: It’s a revival of the last event Donnelly planned for Baby & Company’s former location on First and Virginia back in March 2020. A collective of local businesses had set up everything—Susan Wheeler Home brought in antiques, Tune Hi-Fi set up a listening lounge with Easy Street Records. They’d even thrown the opening party, just as our coronavirus-related hesitations were becoming something more serious. And then “I never got to really launch it,” Donnelly says. “It never got touched.” 

Till now. The crew’s back in town Wednesday to Sunday through June 6, with open house events each Friday: this week, a Mother’s Day event featuring Fleurish arrangements and signed photography books from Robin Layton; May 14, Susan Wheeler and that listening lounge; May 21, Baby & Company ’s capsule collection of Los Angeles–based designers; June 4, a farewell. It’s “getting back on the fucking horse,” Donnelly says. It’s proof that we can do the things we used to, even after one literal hell of a year.

10th Ave Collective Popup

11am–7pm, Wednesday–Sunday, May 7–June 6, 1523 10th Ave


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