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Readers’ Choice: Wigglish

Each month, we ask our Facebook fans to nominate their favorite Utah-owned businesses and select one to feature here. This month we asked fans to tell us their favorite local toy store. Want us to write about a business you love? Follow us on Twitter, Facebook, Pinterest or Instagram @utahbusiness.

Heber City—When Amy Schulthess and her family moved to Paris, France, for a year, Schulthess found inspiration in the form of toy stores. “In that 12 months, we visited a total of 17 countries, and in as many as we could, we visited toy stores. I was amazed at the beautifully designed toys available, and when the time came for me to re-enter the workforce, I knew I’d truly love what I did everyday if it involved bringing those unique finds here,” says Schulthess.

That inspiration took shape in what was initially a very small online business run out of Schulthess’ basement. While she enjoyed selling toys online, Schulthess felt that a truly rewarding experience would be to have a brick-and-mortar, where she could interact with and engage her young customers. Thus, WIGGLISH was born.

“We started out with a very tiny space, testing to see if the shoppers in the Heber Valley would catch on to us,” says Schulthess. “To our amazement, we’ve had amazing support from both the immediate community and from farther away. Since then we’ve grown and grown.”

Today, Wigglish is headquartered in a section of a larger warehouse—a smaller, unexpected treat where creativity and fun rule. Wigglish has many brands from abroad that don’t exist or have much smaller selections at big-box stores: P’Kolino, eeBoo, Djeco and HABA, to name just a few.

“We want our customers to enjoy the creative, playful feel of Wigglish; after all, what’s more fun than a toy store full of surprises?” says Schulthess. “We love toys that encourage open-ended play and foster imagination.”

Schulthess says the most important part of her store is the experience her customers have. Whether it’s infants or grandparents, everyone is taken care of at Wigglish—even the store’s attendants play with the toys, and consequently they are well-versed in the selection and can recommend them to curious customers.

“Our favorite days at Wigglish are when we get new toys. We giggle trying out new items, and can’t wait to show them off to our customers,” says Schulthess. “We love helping our customers find just the perfect thing be it for grandparents shopping for a Christmas surprise or parents shopping for a birthday party gift. Helping a child who’s brought in hard-earned quarters choose something special is particularly fun. We want each of our customers to walk out the door pleased with both the product and the experience of shopping at Wigglish.”