Mother-daughter team Linda and Shelley decided to open their 2nd shop in April of 2005. The Midnight Sun Children's Shoppe idea came about when they kept going to the apparel shows (to buy things for their bath shop) and seeing the cutest kids clothes and saying "Why doesn't somebody in Healdsburg have this?"

They decided to be the "somebodies" and when a space on the plaza opened up the dream of a children's shop full of beautiful things was born.

Shelley's son and daughter, Troy and Laura, are the inspiration for the style of the clothes of the store and are featured in all the ads. "I love trying the clothes out on my kids to see how they fit and wear. I like having first hand knowledge to pass on to our customers," says Shelley.