About Us

We are so thankful you found us! We're a mom-founded shop, curating gorgeous, modern and sustainable wardrobe essentials from obscure brands, that you won't find in other shops. We believe that kids don't need a ton of clothes, they need pieces that can be mixed and matched easily. That's why we simplified it for them (and you) with our BLAST™ method for wardrobe selection, that teaches fashion should be sustainable but also fun!

Our approach

"Never do for a child what he can do for himself." ~Maria Montessori

You may have heard this quote before and laughed to yourself while struggling to wrestle a hoodie on your toddler. Great in theory, but not always in practice - especially when getting your kids dressed. We've all been there. Clothes can cause a real power struggle between us and our children even on a good day. But self-dressing is part of growing up - a responsibility that you can help your kids work towards. And we are passionate in being part of that learning and bringing back the fun of it.

Nice is always in style!

We are deeply committed to supporting sustainable fashion. We pride ourselves in curating from independent designers, local brands and those that employ women. All our brands are vetted to be of (1) quality fabrics (2) ethical manufacture and (3) modern in design. Some of the countries we carry brands from are Canada, USA and South Korea and our list is growing.

Exceptional quality. Ethical production.

I believe in the power of independence

Hi, 

I'm Rola, founder of Choulala 

The greatest gift my mother gave me was the gift of independence young. It was only when I became a mother of two, juggling a high powered marketing career that I realized the value of this virtue to pass down to my own kids. 

I mean let's admit it, life for today's mom is unforgiving. Making the most of our time is an art form. I discovered the second go at motherhood, that the demands lessen when I let go of controlling everything and empowered my kids to get things done on their own, using everyday routines. 

I decided to start with the everyday routine of self-dressing. I taught (and trusted!) my second at the age of 2, to self-dress with what I developed as the BLAST™ method for wardrobe selection. I was amazed how quickly her tantrums subsided, how confident she became and how quickly she developed her gross and fine motor skills. 

We got a little bit famous with this method, receiving awards and accolades in some major editorials like Mother.ly, Goop and the National Parenting Product Academy. 

If you ask me, there's nothing more adorable than seeing a confident tot prance down the sidewalk in all their clashing glory. Aren't their smiles the best accessory anyway? 

I hope my story has inspired you to think twice the next time you pull together an outfit for your kids without them having a say ... even if it's in one of our five BLAST™ categories.