The South End Moms Blog loves to support local businesses in our neighborhood. We think our new moms and moms-to-be will love the treasures found at CouCou children’s boutique!


SEMB: Hi Astrid! We are so excited to introduce you and your store to our readers. Tell us how you arrived here in the South End.

Astrid: My husband brought me to Boston! I’m originally from Spain, but I’ve have been a bit of a nomad for most of my life.  Now that we have a daughter and the store, it looks like I will be staying put for a while.

SEMB: Can you tell us about your store, CouCou?

Astrid: CouCou is a place for children – and all of us who are part of their lives – to shop, enjoy and participate in.  Our shop offers clothing for 0 – 8 years, toys, homewares, baby registry and specialty gifts.  We value items that are well-made and unique and look to bring fresh brands to Boston.  Behind the shop is CouCou’s Play Room, which is open for kids and caregivers to enjoy during store hours and also hosts classes.

SEMB: What kind of classes do you offer at CouCou?

Astrid: Art, Dance and Yoga for Babies/Parents, Toddlers and Kids.

SEMB: How has your experience been opening up shop in the South End?

Astrid: It’s been wonderful.  The South End retail and business community that I have met so far are so supportive of each other, as are the families and residents that live there.  I chose the South End because of its authenticity, small business charm, strong family demographic and local as much as international appeal.  It’s the best combination of many necessary qualities for a store like CouCou.

SEMB: What would you recommend as a gift for a first time mom? Second time mom?

Astrid: I have not found the one perfect gift for a new mother. I’d say it depends on how well you know the mother – if not very well, stick to something on the registry.  If you are close to the mother and know her style, find something special.  A second-time mom deserves a day at the spa… without a phone!

SEMB: Great suggestions! How do you balance work life and mom life?

Astrid: Oh goodness – I’m certainly not one to give advice!  No one is in the same position and it’s impossible for any one mother to give a blanket piece of advice. I guess the one thing I would say is to give yourself a break and take one day at a time.  

The very reason I went into this business is to include my daughter and family in it.  I took a giant leap and left a rather demanding but stable career (and paycheck) behind.  I still don’t spend anywhere near as much time as I would like with my daughter, but it’s certainly more than before.  And I’m truly enjoying what I’m doing, which makes me a better mom.

SEMB: Absolutely! One day at a time is key. What is your funniest parenting moment?

Astrid: Right around the full blown tantrums stage, when my daughter turned 2.  Like many, she took to throwing herself to the ground, kicking and screaming.  One day, I’d had enough.  I threw myself on the ground and did exactly what she was doing and then said, “Is this a game?  Am I doing it right?  It’s kind of boring if you ask me…”. The look on my daughter’s face was priceless.  She had no idea what to do, but she stopped the tantrum.  I think she did it one more time after that.  I’m not suggesting this is a new method by the way, but it worked for me!  

SEMB: Ha! Those toddlers are always keeping us on our toes! Thank you so much for taking the time to chat with us.


Stop by and say hello:


24 Union Park Street

Boston, MA 02118

(617) 936-4082

Tuesday-Saturday: 10:30AM- 6PM

Sunday: 11AM-5PM

Monday: Closed




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