Today we’d like to introduce you to Rosa Lee.
Hi Rosa, we’d love for you to start by introducing yourself.
My name is Rosa Lee. I’m the founder of My Urban Toddler, a children’s boutique and e-commerce brand I started in 2006 in Ann Arbor, Michigan. I actually came from a background in architecture and acting, so I’ve always approached business through a creative and storytelling lens. When I became a mom, I saw a need for connection. Parenthood is something you don’t go to school for, you experience it as you go. I longed for a community of parents learning together. I recognized that parents wanted beautiful, high-quality clothing and gifts for their kids, but they also wanted it to feel easy and meaningful. My Urban Toddler would be that destination that filled their needs and served as a mechanism for connection. That’s really where My Urban Toddler was born.
What started as a small neighborhood shop has grown into a thriving retail and online business with a strong community behind it. We’ve built a brand around celebrating both the big milestones and the everyday moments in between, and that’s what continues to resonate with our customers.
Along the way, I’ve also invested in growing as a leader. In 2018, I was selected for and completed an executive MBA program through Goldman Sachs, which helped me sharpen the business side of what I had been building intuitively for years.
Now, 20 years in, I’m scaling the digital side of the business, developing exclusive products like our exclusively licensed University of Michigan sweaters, and continuing to evolve the brand. And all of that has happened while raising four kids, which honestly has been one of my greatest inspirations and real-world training grounds.
At the core, I’m passionate about building something that’s both meaningful and scalable, and creating an experience that truly connects with families.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road, but I would say it’s absolutely been worth it.
One of my biggest challenges was balancing being present for my business while also being fully present for my family. I made a very intentional choice for many years to prioritize raising my four kids, and because of that, the business didn’t always grow as fast financially as it could have. But I have zero regrets. Watching my kids thrive in their academics, athletics, friendships, and life overall, that was worth everything.
On the business side, one of the biggest obstacles early on was technology. When I started, I was completely dependent on outside consultants for everything, point of sale systems, websites, credit card processing, internet, and support. It was expensive, time-consuming, and honestly limiting because I couldn’t move quickly or make changes on my own.
What’s exciting is how much that’s changed. Technology and social media have completely leveled the playing field. Now, as a business owner, if you’re willing to learn and put in the time, you can build your own website, run your own e-commerce, manage your own advertising, and reach millions of people without the massive budgets that used to be required for traditional advertising like newspapers or TV.
So while the journey hasn’t been easy, those challenges really shaped how I operate today. I’m more hands-on, more agile, and more empowered as a business owner because of them. And at the end of the day, every decision I made was intentional and rooted in integrity. I wouldn’t change the path I took, because it’s exactly what shaped both the business and the life I have today.
Appreciate you sharing that. What should we know about My Urban Toddler?
My Urban Toddler is a curated children’s boutique and e-commerce brand that specializes in high-quality clothing, gifts, and essentials for babies and kids. But what really sets us apart is that we’re not just selling “pretty things.” Everything we bring in is thoughtfully chosen to be both beautiful and functional, pieces that families will actually use, love, and remember.
We’ve created a one-stop destination where gifting and shopping for kids feels effortless. Whether you walk into our store or shop online, you can trust that you’re getting the best of the best, carefully edited, cohesive, and elevated. We take care of everything from helping you choose the right gift to wrapping it beautifully, to making sure it’s delivered or ready for pickup with a level of professionalism that feels seamless.
What we’re really known for is that combination of curation and service. We understand our customer deeply. They’re busy moms, thoughtful friends, caring grandparents, people who want to give something meaningful but don’t always have the time to search for it. We make that process easy without sacrificing quality or intention.
I’m especially proud that we’ve built a brand that feels both personal and polished. We’ve created an experience where people feel taken care of, whether they’re shopping for a milestone moment or just something special for everyday life.
At the end of the day, we’re here to simplify something that can feel overwhelming and turn it into something enjoyable, thoughtful, and beautifully done.
What matters most to you?
What matters most to me is people, always.
That starts with my customers, understanding what they need, solving their problems, and making their lives easier in a thoughtful, meaningful way. But it also extends to my team. I care deeply about creating an environment where my employees feel respected, supported, and treated with integrity.
I’m especially passionate about mentoring young women (my team) as they navigate their education and future careers. Watching them grow in confidence, develop skills, and find their path is incredibly important to me and something I take seriously as a leader.
And beyond that, community matters. My store has always been more than just a place to shop. It’s a place where relationships are built, where people feel connected, and where we can share in both the big milestones and the everyday moments.
At the core of everything I do, it comes back to people and showing up for them in a way that is genuine, supportive, and impactful.
Contact Info:
- Website: https://www.myurbantoddler.com
- Instagram: https://www.instagram.com/myurbantoddler
- Facebook: https://www.facebook.com/MyUrbanToddler/
- Youtube: https://www.youtube.com/@Myurbantoddlerkids
