Mini-Couture Rules at Tradition Children’s Market

By Rachel Werner | Photographed by Shanna Wolf

A fanciful blend of mod and nostalgia, Tradition Children’s Market brings high-street kids’ fashion to downtown Middleton. Owner Jen Wuebben is as exuberant about the unique merchandise she carries as she is about becoming a parent herself one day. “I have always wanted to own a store, but began my career studying fashion design at UW-Madison and later teaching college design courses. I also worked at Burberry in England before returning to the States to be a buyer for a major retailer,” she explains. “But this store is my first baby.”

Wuebben’s expertise is apparent in the selection of apparel for boys and girls in an array of colors and styles at a moderate price point. “We sell a curated selection of children’s clothing, toys and accessories from over 50 vendors like Jellycat, Peppercorn Kids and Hunter Boots,” she says. “We specialize in sizes 2T to 8, plus feature a rotating selection of baby items.”

And her firm intention to infuse playfulness and creativity into each customer’s visit even inspired the boutique’s name. “I was inspired by children’s stores I visited in London, Copenhagen, New York and San Francisco that felt whimsical and innocent. The goal was to create a place that feels welcoming and provides a positive shopping experience for anyone, at any age,” she says, beaming. “The products that we bring in have to be special—innovative, imaginative…Whether looking for a gift or bringing in a child to pick out a special outfit, that experience should be memorable and shared among generations.”

1835 Parmenter St., Middleton.

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