10 Years of Crocodile Babies! Our Founding Principles

On March 3rd 1999, a small boutique with a quirky name and a unique approach to baby merchandise was born on 4th Avenue. Crocodile was founded on the basic principles of organic parenting, ecological awareness, longevity, and simple quality. Ideas that have now entered local media and are known to most as green living and sustainability. For us there was no such terminology, it was simply the proper way to do business.

Ten years ago, there was no such thing as an organic baby store, sustainable baby furniture or "green" products. Big box stores ruled the baby industry with their plastic strollers, bottles, teethers, and toys. These cheap commodities were meant to be used and tossed. Crocodile saw things differently. We saw this method of cheap consumerism as wasteful and damaging to the environment and even potentially dangerous for babies. So we invested in only the best, products that would last, grow with your child, and be safe and clean for the environment. It started with some clothing and one stroller, a Peg Perego, renowned for its durability and longevity. We turned to European products to get glass bottles, wooden toys, and reusable children's furniture. We challenged the infant car seat on stroller syndrome, encouraging our customers to seek the longer lasting convertible seats and carried only the top rated car seat brands.

We encouraged parents to carry their babies, to pick up and cuddle their babies, and to talk to their babies. When these steps are followed, there is no need for the hundreds of plastic toys to distract and teach baby. You can encourage your child's development just by talking and holding your baby. It seems so simple and instinctive yet we are continuously surprised by the rarity of this behaviour. Parents seem to take the easy way out, place their child in front of the Baby Einstein DVDs and let the TV educate and motivate their children. We truly disagree with this trend.

We seek to reinstate instinctive methods of parenting. The baby expert is not us, its not big box stores, the parenting magazines, or even the DVD that guarantees a higher IQ for your child.The parenting expert is you, your instincts, and the teachings of the parents who raised you. This is organic parenting.