Meet Amina Altaf | Founder, Jaanu

We had the good fortune of connecting with Amina Altaf and we’ve shared our conversation below.

Hi Amina, we’d love to hear more about how you thought about starting your own business?
Starting Jaanu was a decision deeply influenced by the birth of my son, Rafie, and my time living in Berlin. I encountered a culture that placed immense value on cherishing early days with your child, prioritizing quality over quantity, and embracing sustainable parenting practices.

While living in Berlin, I observed how people prioritized conscious decisions about the products they bought, favoring items that were built to last and could be passed down or resold. Rather than going for a trend. This mindset resonated with me deeply.

When I decided to embark on the journey of starting Jaanu, I wanted our ethos to reflect these values. I envisioned a brand that offered high-quality, timeless pieces crafted in small batches, prioritizing sustainability and longevity

For me, it’s about embracing the idea of “less is more” and providing parents with products that align with their values. I believe in offering items that not only meet practical needs but also hold sentimental value, creating a meaningful connection between families and the products they choose for their children.

In essence, Jaanu represents my commitment to offering parents like myself a curated selection of products that embody quality, sustainability, and timeless style, reflecting the values I hold dear as a parent and consumer.  

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

Jaanu, a boutique children’s concept store in Boulder, is the proud creation of a passionate mother. Specializing in small-batch, timeless clothing, accessories, and toys for ages 0-6, Jaanu stands out for its commitment to sustainability and conscious shopping. Each item is meticulously selected from renowned global brands, prioritizing quality and design. With a focus on gender-neutral tones and versatile pieces, Jaanu encourages longevity and the passing down of items between siblings. Our journey in the business world hasn’t been without challenges, but our dedication to our ethos has guided us through. We’ve learned valuable lessons along the way, embracing the importance of perseverance and staying true to our values. Above all, we want the world to know that Jaanu is more than just a store; it’s a reflection of our belief in mindful consumption and creating a better future for our children.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
In no particular order but here are some exciting places and things that I like showing friends and family when they visit us in Boulder.

Morning / Afternoon activities:
— Drive up to Denver – visit Lohi, Contemporary Art Museum
— Chautauqua Park for a hike and picnic
— E-Bike the Boulder Canyon trail and visit Boulder Falls
— Stop by the Boulder Farmers Market
— Drive up to Garden of Gods for a day trip

Late Afternoon and evening activities:
— Pearl Street exploration: Blouder Bookstore, Peppercorn
— Mable & Moss, Jones & Co… for some shopping
— catch a concert at CU Boulder College of Music
— book a spa day at St. Juliens

Lunch and Dinner:
Corrida, Blackbelly, Santos, Frasca, and Rosetta Hall (roof) for a few fun meals
Also, visit a few breweries – Acreage being one of them.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I am incredibly fortunate to be surrounded by a network of individuals whose unwavering support, encouragement, and love have been the driving force behind my journey with Jaanu. My mom, a real force of nature, has always instilled in her children the courage to take risks and strive for more. Her belief in me gives me the strength to take those crucial early steps.

My husband, a combination of my biggest critic and staunchest supporter, provides invaluable feedback and unwavering encouragement. His belief in my vision for Jaanu fuels my determination to succeed. And of course, the boundless love I receive from my son serves as a constant reminder of the importance of my work and propels me to do more, creating something of which he can be truly proud.

In addition to my family, I want to extend my gratitude to the vibrant community of parents, friends, and small business owners in Boulder.

Some to mention @Yoga Pearl, @Modern Folkore @Mokshacholoclate — their support has been immeasurable. Whether it’s through providing retail space for pop-ups or sharing invaluable insights and advice on how and where to market, their guidance and camaraderie have been instrumental in shaping Jaanu’s journey. I am also deeply grateful for the support of my dear friends and family. They prioritize shopping small and choosing Jaanu products means the world to me because their support goes beyond just purchasing items—it’s a tangible demonstration of their belief in me and my vision for Jaanu

Website: www.shopjaanu.com

Instagram: https://www.instagram.com/shop.jaanu/

Image Credits
https://www.audreykayphoto.com/ for the photos with kids in them.