KIDO

Anyone looking for a kids clothing store that focuses on people of color can shop at Kido. The owner, Keewa Nurullah, started the business with her husband, Doug, in 2016. Her husband contributes creative ideas and designs while her cousin, Amanda, manages the store.

Nurullah noted that she has two young kids, and was tired of the generic clothing designs that other stores offered, so she decided to start her own business.

Kido makes sure that people of color feel seen. In addition to the fun new designs their clothing has, Nurullah mentioned that the kids modeling the clothes will always be children of color. But the representation doesn’t stop there. The shop offers a unique variety of children’s books written by authors of color, too.

“We just try to stay ahead of what’s new and what’s current,” Nurullah said. “And we just, when you walk in, always want the store to be full of super cute and impeccably-illustrated books, but just featuring children of color or protagonists of color.”

According to Nurullah, Kido was also a spot for other families to connect. Its close proximity to downtown made it accessible to many tourists and other people in the area.

“When the store was open before the pandemic, we would have a lot of events and classes and I think a lot of parents of color made connections in our store and made friends,” Nurullah said. “So we’re always thankful to be that for people, who want their kids to be around more children of color and make friends with families of color.”

The pandemic forced Kido to offer to only online ordering and curbside pick-up for the first few months. They were only able to open their doors recently, and they’re making sure all staff and customers are abiding by the safety guidelines such as wearing masks.

Kido Owners

The Black Lives Matter movement helped the store gain some traction. Nurullah said she feels that customers have been proactive in searching for Black-owned businesses and supporting them. She believes that it has also helped the way the Black owners perceive their businesses.

“I do think that the BLM movement has helped black business owners be more comfortable in just screaming it out,” Nurullah said. “That they are Black-owned and that that’s a positive thing, and that’s an accomplishment.”

Nurullah started the company without much knowledge about the business industry, but she was able to learn and work her way up. It’s another accomplishment that she’s proud of as a new business owner.

Her business may be small, but it’s doing great things for the community. Even in a time when people have to be distant, Kido rises up and makes sure families are still able to connect somehow. Nurullah’s drive and determination keeps the business running, and her creative products are sure to last a lifetime.

“The things we carry in the store are always going to be more unique items that you don't find easily, that are just a little more precious for your child, that they can pass down to someone else,” Nurullah said.