Why I Started Blueberry — And Why It's the Future of Sustainable Kids' Fashion

The Challenge of Dressing Growing Children

If you're a parent, you’ve been there — the endless rotation of baby clothes that are outgrown faster than you can fold them. I was constantly organizing drawers, sorting sizes, and staring at outfits my son wore once... or never at all. Tags still on. Perfectly good clothes, barely touched.

It felt wasteful, frustrating, and honestly, a little overwhelming. I couldn’t help but think — there has to be a better way to shop for kids clothing.

Welcome to Blueberry: A Thoughtful Baby Shop

I created Blueberry to give parents like me a smarter, more sustainable option. Instead of buying new all the time, why not make use of the beautiful pieces already out there?

At Blueberry, you'll find premium pre-loved baby clothing and children's clothing — from everyday essentials to stylish seasonal finds. We carry trusted brands like Petit Bateau, Jacadi, Janie and Jack, and Sergent Major — many up to 80% off retail prices and in excellent condition.

Blueberry is more than just a pre-loved children's clothing shop. It’s a store designed to make your life easier and more intentional. And yes, we also carry brand-new treasures — including the much-loved WubbaNub pacifiers that parents (and babies!) rave about.

Why I Started Blueberry

The idea for Blueberry came to me after feeling completely defeated by the cycle of shopping, organizing, and discarding my son’s clothes. I remember sitting on the floor surrounded by outfits that were still practically new — some never worn — and thinking, this can’t be it.

I started asking: How can we consume less? How do we extend the life of what we already have? And how do we make it affordable and easy?

That’s where Blueberry began. Not just as a shop, but as a new way of thinking. I wanted to create a place where families could buy and sell clothing with intention — saving money, reducing waste, and still dressing their little ones beautifully.  I wanted to create a place where parents could trust and enjoy the experience, unlike many of the large, anonymous platforms out there already.

Why Blueberry Makes Sense for Parents

Parents today want more than cute outfits — we want peace of mind. Blueberry offers that in three key ways:

●       Affordability: You’ll find baby clothing and girls and boys clothing up to age 6 although there are a few size 7 and 8 at the moment (stay tuned for expanded sizes!) all priced significantly lower than retail — without sacrificing quality.

●       Convenience: Forget crowded and questionably thrift shops. Our online store is neatly organized by size, gender and price, so you can browse kids clothing from the comfort of home quickly and easily. All orders ship out the next day from Luxembourg, which is centrally located for our European customers.

●       Trust: Parents can trust what they find on Blueberry is exactly how it is pictured and described. No more guessing, no more mystery behind second-hand shopping. Blueberry prides itself in a trustworthy and transparent shopping experience from start to finish. And our no-questions-asked return policy backs this up - if you change your mind for any reason, just send the item back in 14 days, no problem.

●       Sustainability: Every purchase from our baby shop supports circular fashion, reduces unnecessary waste and extends the life of perfectly good children's clothes.

Rethinking the Way We Shop for Our Kids

The fashion industry is one of the world’s largest polluters — and baby clothing, though tiny, contributes more than we think. Kids grow fast. And most items are worn just a few times before they’re tossed.

According to the Ellen MacArthur Foundation, over 73% of clothing ends up in landfills or incinerated. That number stopped me in my tracks.

Blueberry is my response to that. By focusing on pre-loved and gently-used clothing, we’re helping extend the life of garments and reduce overconsumption. It's an easy step in making your life a bit more sustainable, which I believe we are all looking to do.

Pre-Loved, But Premium

Every piece you find at Blueberry is carefully inspected and chosen for quality, comfort, and style. We stock trusted brands known for craftsmanship — like Jacadi, Mayoral, Petit Bateau, Janie and Jack, Catimini, Ralph Lauren, Lilly Pulitzer, Crewcuts, and more.

Whether you’re shopping for newborn clothes, seasonal outfits, or everyday essentials, you’ll find items that look and feel brand new — but cost a lot less.

Choosing Second-Hand Is Choosing the Planet

Buying second-hand isn’t just about savings — it’s about values. Shopping pre-loved baby and children's clothing doesn’t mean compromising. It means making thoughtful choices.

Every item we sell is a step toward sustainability. Less waste. Less overproduction. And a more conscious way to raise the next generation.

Quality You Can Trust

I know how important trust is when shopping for your kids. That’s why we do the filtering for you. Each item is washed, ironed and ready to wear when you receive it. There’s no compromise — only great items that I’d feel confident using for my own child.

Selling with Blueberry

Have too many gently-used clothes sitting in bins? We’ve got you.

Our Sell Your Stuff page makes it easy to pass them on. We accept only high-quality items, and help them find a second home. It’s simple, sustainable, and an easy way to support a circular economy and earn some store credit or cash - it's up to you.

Cute, Stylish, and (Still) Smart

Blueberry proves that kiddies clothing can be stylish and responsible. You’ll find classic pieces and modern prints — curated to reflect personality and practicality. We believe second-hand should still feel exciting. That’s why shopping with us is simple, beautiful, and fun.

Let’s Talk WubbaNub

Alongside clothing, I wanted to offer something that parents truly love — and that’s WubbaNub pacifiers. These plush pacifiers are a favorite for soothing babies and staying visible in the crib.

From unicorns to penguins and camo bears, our WubbaNub collection is adorable, functional, and always gift-worthy.

Why Pre-Loved Feels Good

I used to feel guilty about how much I was spending on clothes my son barely wore. Now, I feel proud that I’m part of a better system.

Pre-loved doesn’t mean low quality — not here. It means making smarter choices. It means more value for your money. And it means helping other families while you outfit your own.

Final Thoughts

Blueberry was born from one mom’s frustration — and built into a brand rooted in care. If you’re ready to stop overbuying, start saving, and dress your child in beautiful, meaningful pieces, then welcome.

Shop pre-loved without compromise, welcome to Blueberry.

Stephanie