Chelsea Haisten grew tired of driving to Montgomery or Enterprise in search of outfits for her daughter, Emmy. Instead of spending money on traveling out of town for children’s clothes, Haisten started her own business.

E + Me, Haisten’s boutique, is located on the square in downtown Troy. Everything in the store was put there with Emmy in mind, starting with the name of the shop.

“My daughter’s name is Emmy, so that’s where it came from,” Haisten said. “I thought of the store as hers and mine, so E + Me fit.”

The store has a variety of colorful shirts, dresses and outfits that Haisten said could be worn as a formal outfit or informal wear.

“All of the items are made with soft, breathable material,” Haisten said. “The outfits are clothes that you don’t have to pull off them as soon as the get home. They can play in them.”

The shop also offers custom Troy Trojan shirts for both boys and girls.

Haisten said the setup of the shop is designed to be kid friendly, to ease the stress on shoppers of all ages.

“The kids can play in the tent, use the big chalkboard, or play with the toys,” said Haisten. “Mom can shop while the young ones play and have fun.”

The shop has been open just more than a week and Haisten said the early response has been wonderful.

“People have been coming in a lot though the first few days,” said Haisten. “I, as a mom, know how difficult it can be to find clothes for children. I know if I feel this way, then there must be others that feel the same way.”