Mom leaves job during pandemic to launch kids’ consignment brand in Toronto

A woman who once globetrotted around the world for her work left her job during the pandemic to become an entrepreneur with her own kids’ consignment store.

Minissentials didn’t start out as a full-fledged physical shop, though. When Samantha Bell-Spatz first started her entrepreneurship journey, she had an idea for a stylish baby clothing subscription service for fast-growing kids.

“Parents were far more interested in value. They wanted more for their money,” Bell-Spatz tells YourCityWithIN.com. “That’s when the lightbulb went off. There was a clear gap in the market for a high-end kids’ consignment store.”

Spatz has a Business degree specializing in Retail Management from what was formerly known as Ryerson University in downtown Toronto, and has worked for Target Canada, Spin Master and Cool Maker, travelling to places like New York, Los Angeles and Hong Kong along the way.

“After becoming a parent, I found the pace and demands of corporate life harder to balance,” says Bell-Spatz. “In 2021, during the height of the pandemic, I made the leap into entrepreneurship. Like many others at that time, I was inspired by the wave of creativity and new beginnings, and that’s when Minissentials was born.”

Bell-Spatz had her second child in 2022, and started Minissentials in its original form just a couple years back, selling items directly through Instagram starting in April 2023. Her inspiration to create a consignment business blossomed from her own love of consignment shopping as an adult.

“I’ve always had a knack for finding hidden gems on the sale rack,” says Bell-Spatz. “I’ve always loved the thrill of discovering something special, often overlooked, and at a great price. As I got older, I discovered the incredible world of women’s consignment stores in Toronto, and they quickly became my favourite places to shop. I was drawn to the uniqueness of the pieces, the freedom from fast fashion trends, the savings, and most of all, the sustainable impact of shopping circular.”

Minissentials took off on social media at an unexpected rate, gaining new consignors at a rapid pace.

“When it first took off in my home, I couldn’t order paper bags from Amazon quick enough to fulfill and pack up all my online orders,” says Spatz.

Due to the demand, Bell-Spatz opened a physical space to house Minissentials in her own basement.

“I transformed it into a makeshift boutique, complete with IKEA racks, and spent my summer welcoming strangers and community members into my home,” says Bell-Spatz. “It was a little wild. At one point, I was even offering smoothies to shoppers. It was scrappy, fun, and full of heart. Just a few months later, the in-home chaos became too much, so I signed my first official lease.”

Minissentials moved into a tiny space at 160 Tycos Dr. in August 2023 and began operating by appointment only. By May 2024, having outgrown the space, they were already moving again, to 2774 Dufferin St. where Minissentials has now found its home as a store with regular hours.

“One thing we often hear from customers is that stepping into Minissentials doesn’t feel like shopping secondhand, and that’s exactly the experience we aim to create. Every item in our store is carefully curated, in excellent condition, and from top-tier, in-demand brands for babies and kids,” says Bell-Spatz.

“Our brick-and-mortar space is intentionally designed to be warm, fun, and inviting. From our retro smiley face wall that sets the tone with good vibes, to our floral wall that’s perfect for snapping photos of your mini in their new look, every corner is thoughtfully created. We even have a rainbow selfie mirror and a TikTok station in our tween-youth room so kids can show off their hauls and have fun while shopping.”

Opening this new Minissentials store has meant growth not only for the business, but also personal growth for Bell-Spatz as an entrepreneur. Whereas she used to fulfill many roles on her own, from photography to merchandising to answering emails, she’s since learned how to thrive through delegation.

“Since opening the doors to a physical retail location, my sales have grown significantly. The increased foot traffic has allowed me to expand my inventory, especially in terms of size range, and the larger space has opened the door to partnerships with wholesale distributors looking to move sample sale items,” says Bell-Spatz.

“I did it all on my own for a long time. But I’ve since realized that being a superhero doesn’t mean doing it all. It means building a team that allows the business, and myself, to thrive.”

People have been responding well to the new store, with sales divided about 50-50 between repeat customers and new shoppers, and Bell-Spatz says they’re loving the combination of accessibility, sustainability and style.

“The storefront has allowed me to bring my bigger vision to life. I always dreamed of Minissentials becoming a true community hub, and that’s exactly what it’s become,” says Bell-Spatz.

“I’ve been able to collaborate with local music teachers to host baby and mom groups, and I’ve welcomed so many amazing female entrepreneurs into the space to pop up and grow their brands. It’s more than just a shop, it’s a place for connection, collaboration, and community.”

Though Bell-Spatz has seen her vision come to life with the Minissentials store, she’s not done dreaming big yet. She hopes to continue expanding the business with more locations in Toronto and possibly even beyond in places like Montreal. She’s also continuing to grow her family alongside the business, now expecting her third child and saying she definitely has “no time for corporate life.”

“It’s not just what we sell, it’s how we do things,” says Bell-Spatz.

“From our creative social media marketing to the events we host for our community, from partnering with fellow female-led small businesses to our detailed and intentional consignment intake process, everything we do is with care, thoughtfulness, and the goal of delivering something meaningful for both our shoppers and consignors.”