Our Humble Beginnings

Nurtured began in 2006 as a small home based business.  

The motivation has always been simple: to educate and empower parents and parents-to-be during their shopping experience. We believe that becoming a parent changes everything and having a trusted community makes that journey a little easier. Our goal is to provide the knowledge you need to make confident, informed decisions about the products you'll use to raise your family.

The Heart of What We Do: Baby, Kids, Family

For two decades we have been Atlantic Canada's destination for curated, high-quality products that will last the life of your children and more. As our community has grown so have we. We believe in independent business and the importance of supporting our local economy. As owners and employees, we go out of our way to shop with independent businesses who, like us, believe in developing a relationship with their clients. We strive to provide individualized customer service on an ongoing basis and have earned a respected reputation on the east coast and across Canada. We strive to be leaders in the juvenile retail product industry and beyond with product lines that care for a growing family. We appreciate and encourage your feedback.

The Nurtured Standard: Our Buying Policy

Nurtured strives to provide safe, natural, and environmentally sustainable products for families. When selecting products to stock in our store, we don't just look to stock shelves. 

• Local First: We look locally, provincially, and nationally before going abroad to minimize transport miles.

• Eco-Conscious: We prioritize companies using organic materials, recycled packaging, and clear sustainability goals

• Safety First is our Filter: Every skincare product we carry is checked against the Environmental Working Group Skin Deep database. If it contains parabens or known estrogen-mimicking chemicals, it doesn't make the cut.

• Supporting the Little Guys: We partner with independent makers too (sometimes just a one-person team) to bring you unique products you won’t find anywhere else.

• Vetted Manufacturers We require all manufacturers to carry liability insurance in an amount concurrent with the industry norm.

More Than a Store: Our Services

Above all, we’re here to help you navigate the overwhelming world of parenting gear.

• Expert Guidance: Whether you’re choosing a car seat and stroller duo or the perfect sleepsack, we provide the one-on-one support you need to choose what’s right for your family.

• Gift Registries: From the full-size strollers to the "can't live without it" essentials, our complete registry service helps you build a well-stocked nursery.

• Community & Education: Through workshops and services for babywearing or car seat installation, we connect families and provide the resources needed to feel confident in every stage of parenthood.

Please feel free to drop us a line any time!

Our Promise to You: Privacy Commitment

At Nurtured, we believe in the building of relationships. We treat your data with the same respect as we treat your family. We will never spam you, we will protect your privacy, and ensure your information is only used to provide you with the best possible customer service.

Since the humble beginnings of Nurtured we have had great joy in meeting so many wonderful families.  Thank you for choosing to shop with us and be a part of our community. 

From our family to yours, be Nurtured!