WORCESTER—Above all, Worcester resident Jacquelyn Giannelli wants the customers of her new business, Sensory Station Toys, to feel comfortable and unapologetic if their children kick up a fuss or knock something over.
“There’s no judgment here,” Giannelli said. “We’re not a fridge full of milk that is going to spill.”
Located at 1098 Pleasant Street in Tatnuck Square, her store sells Montessori-style early education toys geared to develop a child’s cognitive and motor skills. Giannelli estimates 85-90 percent of her customers are daycare operators, counselors, and parents or teachers of children with special needs or autism.
Giannelli recognized the need for this type of business because of the rising rates of kids with autism and behavioral issues. Conversations with friends in the field helped provide insight on what inventory would work best.
“I know toys and when I buy something, I want toys that are stimulating and educational and things that kids will keep playing with,” she said.
The mother of five, ranging in age from 22 months to 22 years, had a career in real estate before first launching a store on West Boylston Street. That location was short-lived and her opening in February in West Tatnuck is a much better fit, Giannelli said.
Being surrounded by other businesses in a plaza that includes a dance studio is a plus in terms of greater visibility. The business has entrances in the front and back, with the latter having stroller and wheelchair access.
Parking is available in a back lot as well as on the street.
With the five senses in mind, the store sells books, games, blocks, puzzles, squishies, fidgets and more, and the items are often brightly-colored, made of wood and other durable materials “made to last.”
Giannelli said the toys encourage kids to recognize shapes and colors, organize by sizes, improve hand/eye coordination and help enhance skills in fun ways.
She tries to keep prices as affordable as possible, keeping it comparable with Amazon or Walmart, Giannelli said.
A 20 percent store discount is given to educators and daycare employees.
During March, the shop is having a donation drive through the Worcester nonprofit Ascentria Care Alliance to benefit refugees, asylum seekers, and immigrants through the Worcester nonprofit.
Customers who drop off gently used clothing, shoes, toys, bedding, household goods, baby items, etc. will receive a 12 percent discount on their total purchase.
A special store component is a small area in the back where children can play with demos and adults do not have to worry about any mishaps taking place.
“I get it. I’ve seen it all—kicking, screaming, children not wanting to leave. Whatever it is, it happens,” Giannelli said, “Kids are trying to learn. Parents can chill. I like talking to people and I’m taking things one day at a time.”
That is not to say Giannelli is not looking ahead. In the future, she would like to have a different location space geared toward teens and adults with special needs who have aged out of the (school) system.
For now, her emphasis is on inclusion for all. Toward that effort, Giannelli does not decorate for holidays or sell holiday-based products out of respect for all cultures and religions.
“I want to keep neutral in everything we do,” she said.
Gianelli is looking forward to new inventory arriving in late May, the launch of her business website “soon” and the impending arrival of a special item—a Lego-style, motorized Ferris wheel that rotates, lights up, and plays music. It will become part of her window display.
She also wants to hold talks and other special activities. The next event will take place on Saturday, March 9 from 1 p.m. to 3 p.m. Participants can each choose six cookies to decorate, courtesy of Wildrose Bakery. Price is $15.
Sensory Station Toys is open Tuesday through Saturday, 10 a.m. to 7 p.m. and Sunday, 10 a.m. to 5 p.m. Giannelli is a one-woman operation but has a friend to cover for her in case of emergencies.
Susan Gonsalves is currently editor-in-chief of a mental health trade journal and a freelance writer/editor specializing in education, medical/health and business. She previously worked at the University of Massachusetts Dartmouth and has contributed to publications at Worcester Polytechnic Institute and College of the Holy Cross. At the Worcester Telegram, she covered the town of Leicester and wrote for Business Matters. She can be reached at smgedit@comcast.net
