Melissa and Brian Ball worked in the 9-5 world for a number of years, but had reached a point where sitting in a cubicle wasn’t something they wanted to do any longer. So they started brainstorming ideas for their own business.

Rock the Cradle was born when Melissa and Brian wondered where they would shop if they ever had a child. It definitely wouldn't be a store with warm fuzzy bears, flowers and pastel polka dots. That just wasn't their style. It would have to be something a little more hip, something with a bit of an edge.