Local Love Project – Nurture Tribe

Mar 14, 2023

This little project has been in the works for a while, and I’m super excited to finally share the first instalment with you. My Local Love project is my way of highlighting some of my favourite local businesses and the amazing people who own and operate them.

First up I’m sharing this absolute gem of a shop in Mount Evelyn, Nurture Tribe. A kids boutique filled with unique toys, gifts, books, activities and outfits for the littles in your life.

Cecilia was set to open the shop in 2020, the very same day we went into one of Melbourne’s many lockdowns. But with her hard work, ability to curate a unique and stunning range and her determination she’s built a thriving business that serves the local community and beyond.

I asked Ceclia to answer a few questions about her and her business that hopefully give you some insight into her vision and the immpresive business journey she’s on.

Tell me about what your business is/does.

Nurture Tribe is a Baby & Children’s Store
dedicated to loving, caring and nurturing your tribe.

We offer the best in:

  • Sustainably made Australian Wooden Toys
  • Storybooks & mindfulness books for children
  • Unique children’s decor
  • Thoughtfully Sourced educational toys, puzzles & games
  • Sustainably made waterproof clothing
  • Organic nutritional products for Children & their carers
  • Orthopedically designed baby & children’s shoes
  • Children & Baby clothing and accessories (mostly organic & some GOTS certified)
  • Activities for a screen-free alternative
  • Heirloom baby and children’s gifts
When did you start your business and what made you want to start it?
I love sourcing the best of the best for little ones! Each of our offerings is consciously chosen, tried and tested by me and my family. I love to encourage connection for families in our busy screen dominated world.

I also love small business and wanted to create a job for myself and other women, that can be flexible around Motherhood to ensure that we can have a career but still put our children and families first.

What has been your biggest achievement in your business? And what challenges did you have to overcome to reach it?

I’m not sure I can pinpoint a single achievement just yet. Our bricks and mortar store was scheduled to open the day we went into lockdown (I can’t even recall which number it was) We were closed for most of our first year of trading, which was incredibly difficult for a new business that didn’t yet have a customer base, people simply didn’t know we existed!
It was a stressful ominous time in life in general, let alone having a new business. I am proud that we stayed calm, managed our stress levels and reactions to the challenges that arose with conscious, focused intention. We choose to push past the fear and uncertainty and trusted in ourselves to guide us though.

Has there been a particular influence, person or otherwise, that has significantly helped you? And in what way?

My Husband. He is my biggest supporter and has always believed in me, and encouraged me to follow my dreams and intuition.


What does success mean to you?

Running a business that, that not only turns a profit but continues to grow and thrive in line with my vision.

What future plans do you have for your business?

I will continue to expand our offerings (I have many many more brands and offerings to add to our store) and I would like to grow our online store and open another 2 stores in Victoria in the next 3-5 years.

If you could give your past self one piece of advice about starting or running this business what would it be?

Make my own health a preference form the beginning, so i can set up habits from the get go that support this.

As a child what did you want to grow up to be?

I think I wanted to be an actress and landscape gardener. (totally random haha)

What do you love most about running your business?

The flexibility that I can always put my family first. That I get to explore all my crazy, ‘out there’ ideas as freely as I choose.

How has having a business changed you?

My husband and I have another small business. We went out on our own when our eldest was 6 months old, so have been working for ourselves for over 8 years now. So, I’m not sure it’s ‘changed us’ but has allowed us to be our most authentic versions of ourselves. We are also very conscious of our time spent as we have a lot on our plates. Our social circle is small (whereas was huge when we were younger with no children) and we prioritise our family time together and make all our decisions together in line with our future goals and vision for our family.

What traits do you possess that have helped you in your business journey?

I am focused on my own journey and goals. I never compare to others or try to keep up with the ‘jones’. I also do not believe in competition, as there is always more than enough to go around.

What’s a quirky, little known fact about yourself?

haha oh goodness where do I start? I feel like I have always been a little different.

If you could only eat one food for the rest of your life, what would it be?

Pizza, my all time favourite food.

Favourite book/s?

I have MANY, I love to read, its my favourite ‘me time’ I love reading spiritual books and self-help books as I love to learn. I very very rarely ready fiction books- its been years since I have.

Current (or recent) Netflix binge?

Yellowstone (and the spin offs)

Describe your perfect home.

Surrounded by acres of green grass, trees and rolling hills with a view of the natural surrounds, huge windows with lots of natural light. Wooden floor boards, open plan living. Tidy, organised, functional for a family of 5 and private. Large veranda for sunbaking in summer and an open wood fire place in the lounge room and my bedroom  to enjoy in winter.

What superpower would you like to have?

I’d love to be able to teleport.

What’s your ideal weekend?

A sunshine filled weekend, away at the beach with my hubby & babies.

As that’s it! If you’re in the Yarra Valley and have any little people in your life this beautiful little shop is a must visit. And if you’re not local but still love the range you can also shop online!

6 Station St Mount Evelyn
Victoria, Australia 3796
Nurture Tribe on Instagram or Facebook

Know another local mums/bubs/family related business who you think should be featured. I’d love to know! Just get in touch at emily@chapterandsong.com.au.

Hi Mumma!

Our little ones are small for such a short time! And whilst the good old smart phone has enabled up to capture snapshots, having YOU in the photos with your family is so important!
Let's capture some beautiful photos of the connection between you and your loves!

Hi, I'm Emily

Chapter & Song Photography | Yarra Valley Family & Newborn Photographer | © 2020