Island Child is a fixture on Hilton Head Island. The beloved children’s clothing store has been outfitting the children of both locals and visitors since 1984. Retail is a tough business and maintaining a thriving store for four decades is an impressive accomplishment.
Owners Steve and Senny Powell attribute their success to their teamwork. As Steve explained, “Our entire life together has been us, just making it work, no matter the circumstances!” Alongside their seven children, the Powells have navigated loads of changes in the retail industry and witnessed Hilton Head Island’s remarkable growth. Reflecting on challenging times, Steve recalled “the lean years when the island was in bankruptcy, the market crash of 2008, and the rise of online shopping.” Through it all, Island Child has adapted.
However, the narrative of Island Child and its beginnings as a family-operated business is not a linear journey, as some might assume. This story begins far from the beautiful beaches of Hilton Head Island and long before the era of next-day shipping, smartphones, and social media was even a thing. This story begins in Chicago back in 1976.
“She was the new blonde bombshell, and everyone wanted to meet her,” Steve said. Senny had just joined the staff as an art teacher at a middle school in Chicago, where Steve was already teaching and serving as the president of the teachers union. She had “no time for Steve’s antics – or anyone else’s, for that matter!”
The job market in the mid-1970s was tough, with teaching positions scarce, so Senny was grateful to have landed the role and was laser-focused on preparing her classroom. Meanwhile, Steve, ever the savvy businessman, brokered a deal with the school janitor, Herb. He decided he would enter Senny’s classroom to introduce himself and impress her with his charm, while Herb would wax the floors just outside, trapping Steve in the room.
However, Senny wasn’t having any of it!
“Senny is never rude, but she can be quite direct, and she was definitely not amused,” Steve said of her response.
Senny chimed in, “It was not love at first sight.” Steve and Herb’s scheme was a bust.
But persistence and kindness did eventually pay off for Steve. “We became good friends because I was always willing to help her out and I just kept hanging around,” he said. After patiently sifting through a few of Senny’s suitors, Steve’s perseverance prevailed, and they tied the knot a few years later.
“We have so much fun together! He is my best friend,” Senny said, gazing at Steve affectionately.
(Side note: The way Senny and Steve reminisce about their meeting is as cute as you are envisioning it while reading this!)
Steve and Senny Powell at their wedding in 1978 in Lincolnwood , IL.
After getting married, Steve and Senny were eager to start a family, but they soon faced challenges with infertility. During the 1970s, the topic of infertility was rarely discussed, leaving them feeling isolated.
“We were devastated and had to work tirelessly to find resources,” Senny said. “We began visiting infertility specialists in Chicago, and it was incredibly hard.” At that time, Steve had transitioned from teaching to working long hours at a Chicago-based real estate firm. He somberly recounts how infertility and adoption research was emotionally draining on Senny. “She would get hopeful and burst into tears when things didn’t go as planned,” Steve said. “I took charge of the research – spending evenings and even sneaking away during the day to make calls. I had to treat it like a job; I would pore over adoption agency booklets for hours.”
While Senny continued to teach, she found herself surrounded by friends who were starting families, which only compounded her feelings of loss. To cope, she turned to her passion for sewing.
“I began making baby quilts for my fellow teachers when they announced their pregnancies,” Senny said. “It may sound strange, but it was a way of healing for me. I love fabrics and I love sewing. It brought me comfort.”
Her designs became popular and she grew her hobby into a small business, from applique T-shirts to hand-painted fabric pillows. The couple began taking Senny’s products to craft fairs, setting up every weekend from March through December. Steve took their goods to upscale shops all over Chicago and the suburbs. They even sold to a shop in Water Tower Place on Michigan Avenue.
“We had a station wagon loaded with crates and buckets, and we started to learn the tricks of the trade while tracking what sold best,” Steve said. “This was our introduction to retail. We sold things all over Chicago!”
As their cottage business grew, they also welcomed their first child, Emily, through adoption. They embraced the world of adoption and retail wholeheartedly. In 1982, Steve received a job offer on Hilton Head, and they made the leap to move to the island sight unseen.
Shortly after moving, Steve and Senny seized the opportunity to buy a children’s store called the Snappy Turtle. They quickly found themselves navigating the challenges of owning a brick-and-mortar store and began exploring various creative strategies to boost sales.
The Powell Family, circa 2000 (from left to right) Olivia, Hart, Hamilton, Steve, Eloise, Senny, Lily, Emily, Hudson, and Rosie the Dalmation.
During this time, Steve had an idea for a custom souvenir to feature in the shop. He designed a circular logo showcasing a kitschy bear clad in a stylish Hawaiian shirt. The concept resonated with customers, and the Hilton Head Beach Bear became a hit. “We used the profits from this design to launch Island Child,” Steve said. They opened their store in a small space in the now-closed Hilton Head Inn. By 1985, the store found its permanent location in The Village at Wexford.
By this time, they had two adopted daughters, Emily and Olivia. “We kept an open file on adoption,” Steve said. Senny fondly remembers the moment she realized her calling. “I was in church, and while I was praying, I felt a strong message from God that we would adopt seven children,” she said. “I came home and told Steve,” who laughed and replied, “He didn’t say a word to me!”
While Steve and Senny often share their adoption journey with lighthearted jokes and laughter, their actions are louder than their humble words. Between 1984 and 2000, they adopted a total of seven children and fostered another seven, welcoming children ranging from newborns to teenagers. They initially became foster parents as a pathway to adoption. Although they later realized that wasn’t always the case, Senny and Steve are grateful they went down that path.
Island Child grew every year – in popularity and in square footage. What started as a small, 800-square-foot store grew into an impressive 3,400 square feet. The couple spoke of how they were “constantly adopting, plus running the store, plus caring for ailing parents, and Steve was working full-time as a real estate agent!” The store became so successful that they employed a full-time manager along with six salespeople to keep up with demand. Despite the chaos, Steve and Senny agreed, “We don’t regret a thing.”
Inside Island Child, one can’t help but feel comfort and nostalgia. The vibe blends the charm of a classic children’s nursery with the sophistication of a high-end children’s department store from yesteryear. This carefully curated selection of timeless and stylish items for children resonates with a diverse audience, making Island Child a beloved destination.
In an era dominated by cookie-cutter fast fashion, the Powells have balanced staying on trend without abandoning their roots of sourcing beautiful, high-quality children’s clothing.
“I believe it’s important to dress children like children,” Senny said. This core belief, combined with her passion for fine fabrics and the textile arts, has fostered lasting relationships with renowned children’s designers and brands such as Joan Calabrese, Mayoral, and Florence Eisman. Senny takes pride in listening to the young mothers who frequent the store and as a result, she is constantly adding trendy lines like Pink Chicken.
Island Child captures the essence of old school retail from the past – long before online shopping took over. This is evident in their large selection of special event attire, including a remarkable selection of Holy Communion dresses that Senny custom orders – a unique service not offered anywhere else on the island.
Beyond the thoughtfully curated selection of brands, the store’s enduring success is rooted in Senny’s ability to create genuine connections with her customers. “I have women who return year after year, and I get to see their children grow. We are dressing the children of the children we dressed years ago – from generation to generation. It is so gratifying.”
Senny also cherishes the opportunity to share her own journey with infertility and adoption with women who walk through her doors. “Years ago, when information wasn’t easy to access, I kept a stack of adoption brochures and articles at the front desk, just in case someone needed them,” she said. “I’ve helped women, and then sometimes they would come back, months later, with a baby in tow. That makes me so happy.”
For these reasons, Senny has become a mother figure to many who walk into the store. She offers a listening ear and understands that toddlers will be toddlers, and she encourages children to explore a well-appointed play area (full of toys and games) while mommy shops, creating a safe and welcoming environment for mothers that is much appreciated.
Family is woven through every aspect of Island Child. If you look closely around the store, you’ll notice family paintings and portraits adorning the walls. Steve said that all seven of their children have spent countless hours in the store at various stages of their lives. While the Powell children have grown and moved to different locations, their son Hamilton is now a full-time member of the team, managing shipping and receiving.
Island Child can proudly boast a wide-reaching customer base, shipping products across the country and around the globe – from Fifth Avenue to Saudi Arabia. However, they are most proud that Island Child is a place where customers can feel comfortable and embrace the magic of childhood.
The story of Island Child is more than just a story about a family business; it shows how families evolve and grow together. With a warm smile, Steve said, “Sitting here reminiscing is incredible. It’s wonderful to see how we’ve adapted through every stage – whether it was no kids, seven kids, fostering, moving, changing jobs, or expanding Island Child. Looking back, it has truly been an adventure!”
