Although San Francisco is a big city with a heavy dose of design prowess, the kids’ shopping scene was lacking something…until TugTug SF showed up earlier this year. Founded by Regina Carter, a former Waldorf educator and mother to four, the striped-down, minimalist shop is expertly curated with the coolest toys and wares that’ll have parents wishing they came in adult sizes.

“I have loved fashion and textiles since I was a child, but have never worked in retail before. However, it has been a dream of mine to have a little children’s shop for years, since my teen girls were toddlers,” Carter tells Mother. “TugTug was an online destination for a short while before opening the shop. I found that it was fun being online, but my real passion was to work with people and interact with the children.”

A little jewel in the heart of the stroller-centric Noe Valley neighborhood, Carter says the shop “brings to life [her] love of natural fibers, beautifully tailored clothing, and the importance of beauty in a child’s life. It’s a children’s boutique celebrating the confluence of art and life.”

Nestled inside the boutique, shoppers will find gorgeous, heirloom-worthy clothing by indie favorites Goat Milk, Ace & Jig, Hansel from Basel, Manimal, Popupshop, and others. Meanwhile, the shelves overhead are filled with Jess Brown ragdolls, wooden toys, and playful art supplies. Watch your checkbook, mama!

TugTug SF, 3906 24th Street, San Francisco, CA, 415-785-8098.