Des Moines Moms Blog recognizes that moms wear a lot of hats. You are a mom, wife, friend, diaper changer, nose wiper, meal planner, lost toy finder, the list goes on and on!
This summer we are thrilled to feature some local moms who are thinking outside the box and making a difference in our community through the businesses they own, organizations they are involved with, and work they do. Check out the rest of the series and read profiles from previous years here.
Jaimee Nicolino is the store manager and buyer for Swell Shop for Baby in Des Moines. She is passionate about local businesses and loves serving the community of Des Moines moms.
Tell us a little about yourself and your family
My husband and I have been married since 2000 and have three sons. Sam is 17, Owen 14 and Julian is 10. We also have two dogs and a cat. We live in the Waterbury neighborhood of Des Moines and my kids attend three different Des Moines Public Schools. The kids are involved in lots of activities and we love to travel. Our life is busy and I can’t imagine it any other way!
What do you consider the biggest challenge of motherhood to be? Biggest joy?
To me, the biggest challenge in motherhood is knowing when to step in and when to back off! We are raising adults, and I want them to be competent, independent and be able to deal with all different types of people. But I also want my kids to know I ALWAYS have their backs and they can always come to me for support or advice.
My biggest joy is watching my kids find their passions. They are all very different from one another and I love seeing them grow into themselves. It’s so sappy, but I always get teary eyed when I watch Sam put it all out there on the ball field, when Owen gets on stage for a play, and when Julian gets that determined look in his eyes at soccer. I just love watching them find the thing that lights them up!
What inspired you to open a baby shop? Was it something you always wanted to do? How long has Swell been open and how has it evolved?
My business partner Kari and I decided to open Swell because we truly felt we could offer a unique option for Des Moines. As moms ourselves we had researched tons of products, but knew that local spaces to shop were dwindling. How could you choose a product for your baby without seeing it in person, touching it, learning how it worked and if other moms really loved it? We wanted to put items we really loved in one spot with educated staff to take some of the stress out of choosing items for your most precious commodity!
Starting a business definitely wasn’t something either of us had planned on! My educational and employment background is in social work, while Kari owned and operated a service business. I also had experience as a retail manager, and I think we both had strong ideas on how we wanted this business to run. We had been friends for years and make a great partnership.
Swell opened in November of 2013, so we will soon be celebrating 6 years in business! We’ve always let our customers take the lead on what type of store we should be and what products they want to see, so we have definitely evolved over time. The best example is the opening of ReSwell, our consignment brand which we added in December of 2018. We were hearing from people who were looking for a quality consignment option for infants and toddlers, and from customers who wanted to continue to shop with us even though their kids were outgrowing our options. It seemed like a natural extension of our goals! It has been a great addition and has opened Swell up to so many new people – shoppers and consignors!
What’s the best part about your job?
The travel and getting to be at the forefront of new products is great, but without a doubt, the best part is the connections we make. Being part of the Shops at Roosevelt we are surrounded by smart and dedicated local business owners who truly look out for and support one another. And the neighborhood does a great job of supporting these local businesses as well! We watch our customers’ children grow, and I get to hold more babies than the average person – what’s not to love?!
What’s the hardest part about your job?
Focusing on babies has one inevitable challenge – babies grow up! At Swell we can’t ever rest on our laurels. We always have to make sure we are out there meeting new and expecting parents and letting them know we are here and what we have to offer.
What advice do you have for moms who want to chase a dream?
There is no time like the present. I know you’re busy and tired and think next year or the year after will be better. But I promise if you wait for the right time you’ll keep waiting forever! Also, I use to feel guilty (and sometimes still do) that work meant I couldn’t always drop everything and just be there for my kids. But my kids are so proud of me, and love to tell people about “Moms store”. It may not always feel like it, but working hard and building something is a gift to your kids too.
Des Moines Favorites
Favorite spot for a date night: A what?! We don’t very often make it out without kids. If we do we love Django, the patio at Exile or sushi at Sakari.
Best place to take kids: Since our kids are older, we do lots of concerts together as a family – we’ve seen Weezer, Willie Nelson, and Ray LaMontagne just this year! We also love to do the Art Festival or even just walk around the sculpture park downtown.
Favorite summer activity: Baseball, baseball, baseball! And then more baseball.
If you could live anywhere, where would it be? We love Des Moines, but last summer we took our kids to Boston and everyone agreed we could live there! It’s long been a favorite of mine, but it was the first time we’d taken the kids and sharing it with them was so special!
How/where do you relax? Interior design is my hobby and I love making our house a home. Being in my house (preferably alone!) is where I am the most relaxed. I’m probably painting a wall or moving furniture which may not be a typical way to relax, but it works for me!
If your life had a hashtag, what would it be? With three active sons and two busy careers, our life can be sort of chaotic. I always feel like weird things happen to us! When things are crazy I try to laugh it off and say, “who lives like this?!” so I guess that would be it – #wholiveslikethis
Know a Des Moines mom we should feature? Let us know! Email [email protected] with details and we will be in touch.
