Seed Factory is a children’s clothing and toy shop in Atlanta. Proprietor Rachel Baba opened her first shop in 2002, a tiny space which mainly sold infant clothing and was named Sprout. Relocating to a larger space in an old factory building in 2008, Rachel rebranded her shop to Seed Factory. Rachel travels to New York and London to find unique product to fill Seed Factory, and has recently started sourcing small batch makers through Etsy. There is a beautiful range of simply designed baby clothing in monochromatic hues, and a wide selection of wooden toys, arts & crafts, and books. Rachel believes in the importance of customer service, and she and her team enjoy getting to know their customers and their families. A former visual merchandiser, she has been able to design and create a very unique environment, and believes in personal touches, such as hand pinking the letterpress gift tags.
Rachel Baba first became interested in retail as a college student, working at a shop in Atlanta. The owner of that shop, Janet Armell, taught her the importance of customer service. Moving to New York as a graduate student at Pratt she was fortunate to work on the visual team at abc carpet & home, which was challenging in its boundless, chaotic creativity. Returning to Atlanta she worked in the buying department at Star Provisions before opening her own shop Sprout. Rachel enjoys the flexibility of being a business owner, and is appreciative of the opportunity it has allowed for some great family trips. There was a trip to London at the end of last year, and she loved seeing all the shops merchandized for the Holiday season, particularly Labour & Wait. Morocco is the next destination on her wish list. With thirteen years’ experience of being a shopkeeper, Rachel now finds that it is she who is advising younger creatives who are setting out on their career paths.
On the Future of Retail
“I think we are caught between our appreciation for the familiar face and personal customer service of a local boutique and what seems to be a universal need for all things convenient because everyone is so very busy. If someone could create a personal & friendly boutique with the resources of a ‘ big box ‘ retailer (super convenient – same day delivery – massive all inclusive web shop – free shipping) they might just have a lock on the future of retail.”
1100 Howell Mill Road, Atlanta