They say becoming an overnight success is 10 years in the making, but even though Emily Vocke’s popular Heart of Gold Kids is celebrating a decade in business, its seems she’s known the secrets to accomplishment since day one.

“We have enjoyed being our community’s go-to place for baby showers and special gifts,” says Emily, who opened a second store in Fenwick Island in 2021 to expand her brand north into Delaware and complement her flagship location in Berlin.

Heart of Gold Kids is a treasure trove of hand-selected baby and children’s clothing brands, toys and accessories. Emily’s stores offer idyllic options for special occasions, such as first day of school outfits and the perfect birthday party finds. In-store and on her impressive, user-friendly website, customers will find toys and games by Mud Pie, Petit Collage and Jellycat, among others, as well as books, learning kits, wooden toy sets and a collection of nursery goods. Parents can treat themselves, too, with apparel, accessories and décor options. In all, Emily carries products from more than 50 brands, ensuring that each lucky recipient will love their gift from Heart of Gold Kids.

Emily also hosts events at her stores throughout the year, including welcoming a silhouette artist from North Carolina biannually and festive story-and-craft-time opportunities during the holidays.

Berlin is Emily’s hometown, so she and her support staff take their business personally—every guest who enters the shop is treated like a friend. “We are so lucky to have the best customer service team that always enjoys seeing familiar faces and meeting new families,” she relates.