Meet Lila

As a youngster growing up in Brooklyn, N.Y., Lila Metcalf collected old receipts and charge slips to play store with her sister. Later, in Arizona, the teen worked in specialty shops and boutiques even after graduating College at NAU.

Eight years after graduating with a degree in communications and advertising, Metcalf was working a successful career in computer technology sales, but her heart was elsewhere. "Even when I had a real job, my passion was retail," she said.

Then came a "eureka" moment while browsing for clothing for her youngster.
"There were boutiques where I could buy a $400 Dolce and Gabbana children's outfit, and then there were the mall stores," she said. "There really wasn't anything in between."

Metcalf decided to fill the niche.

Business began out of her home and with trunk shows, featuring independent designers that offered clothing that was unique, affordable and more wearable than top tier brands. The success of the home-based parties led Metcalf to open Urban Kidz 5 years ago in Scottsdale.

"I call myself a specialty retailer, not a luxury shop," Metcalf said. "We're about clothing kids can live in. We don't want parents saying, 'Don't eat in that, don't sit in that, don't play in that."

Metcalf also decided to focus on the niche market of "tween" sizes for children between 7 and 14, because "it's easy to find newborn and baby items in a specialty boutique; as the children get to be school age, it's more of a challenge to find something unique but still wearable."

As every parent knows, even 7-year-olds can be fashion conscious. "We carry what children in this age group will wear," said Metcalf, who has an 11-year-old daughter and 8-year-old son. "I can't waste money on clothes that will hang in the closet, and neither can my customers."

That means clothing has to be easy to care for as well as stylish, Metcalf adds. "I don't have time to dry clean or hand wash items."

Most of the clothing carried is mix and match-able, making it easier for kids to dress themselves without fashion faux pas, and get the most mileage from garments. Metcalf’s concept has always been, buy 3 tops and 3 bottoms which mix and match to create 9 wearable outfits. You get more from your money that way.

Julie Belgrad of Paradise Valley has three preschool age children.

"I met Lila when she was doing trunk shows," Belgrad said. "I go into her shop for the clothes, but I stay for the experience. She has such a cute bubbly personality and she loves to get to know the customers."

"Lila's outfitted all three of my kids," said Tracey Hott of Scottsdale. "It all started with a headband one of my daughter's schoolmates was wearing. I found out where she got it, and visited Lila's store the next day. Seems like I haven't stopped shopping there since."

Hott's also a fan of the store's easygoing environment. "Inside, it's bright and cheerful, just like Lila. She creates a comfortable place to shop."