Chatting with Chasing Fireflies

By Meredith Corning

Chasing Fireflies is a children’s and baby boutique filled with enchanting products that make you wish you were a kid again.  The market research and knowledge of such a vast array of merchandise goes far beyond the average children’s boutique selections.  In addition to the technical aspects of creating an overall successful business, what stands out the most as a consumer is the highly developed creative photography.  Images that set a mood and design an almost idyllic version of childhood as though one has been swept away into a never-never land storybook is nothing short of genius from a marketing perspective.  This company’s savvy buyers coupled with their fantasy-minded creative team equals a force to be reckoned with in the “bunny eat bunny” world of child and baby-based product industries.  Interested in what the President of Chasing Fireflies, David Niggli,  had to say about all this?  I thought so…

How did your business begin and how has it transformed over the years?

The business started over 8 years ago with the goal of bringing unique, special, and fun filled fantasy items together in a catalog that represented the wonderment of childhood!  Over the years not only have we grown in apparel, but also in dress up and party goods so much so that we have a separate catalog for dress up called Wishcraft by Chasing Fireflies, and a party book called Wishworks by Chasing Fireflies.

Chasing Fireflies’ products are a wonderland for the eyes. What is your buying strategy when developing your inventory?

Our strategy is basically finding the most unique products that we can find for children and their families. Our clients come to us to find “Oh, wow!” products, ones that you just don’t see everywhere, and many are exclusive to Chasing Fireflies. In addition we see ourselves as storytellers and bringing products together that tell a story across many categories to bring that story alive in the child’s life.

Since you have obviously been extremely successful with Chasing Fireflies, do you have any advice for other children and baby boutique start-up’s?

I think the important thing is to find your niche, and be unique in your trading area.  In the sea of sameness, be original in what you are offering your community.

One thing that really stands out is the enchanting photography on your website. How do you develop a typical photo shoot?

It starts with the products and the stories we want to tell. Once those are defined the locations are chosen to make the products and stories come alive! However, no matter how good your photography is, if the product isn’t a showstopper, nothing can mask that.