March 31, 2005

Lisa Moss, left, was an editor at Conde Nast in London, where she helped start online magazines, before she and her husband, Kevin Moss, had their first child Maxine, in 2001. Between work and travel, she knew where to find unusual merchandise. She did her own market research in New York by walking around with Maxine and meeting other mothers wanting to know where she found those spiffy blankets and booties.

Ms. Moss began her online store, Cocoa Crayon, in 2003. Run out of her Upper East Side apartment, it ships worldwide, offering nursery accessories like leather pig bookends ($120 a pair), above, and an eight-inch-wide throw pillow by BlaBla called Pillow Chum ($36); www.cocoacrayon.com or (917) 750-1117. Mr. Moss has meanwhile joined the staff. During off hours (he also works on Wall Street) he makes deliveries on foot, bags slung over sroller handles.