Jennifer McWhirter, a stay-at-home mom with years of retail experience, and her friend, Amy Jalovecky, an orthodontic assistant, had always talked about opening a business together. But it wasn't until McWhirter saw the barely worn clothing from her two growing children pile up that the two got the idea to open a gently worn, upscale children's clothing boutique.

"We wanted to do a completely different aspect of retail," McWhirter said. "We're picky, we only sell name brand clothing. And there are no huge piles. The store looks just like a boutique, with everything sized and labeled."

Those who want to sell their children's clothing make an appointment. After the items are evaluated to be sure they are stain-free and in good condition, they received 25 percent of the price of the clothing, or they can get an extra 5 percent if they choose to take payment in the form of store credit. The clothes are then sold at 50 percent to 70 percent below retail.

"We started with the concept of doing resale and new clothing, and initially bought a huge inventory of merchandise. But no one wanted the new clothes," McWhirter said. "We're not a consignment store and we buy merchandise seasonally."

Like all new businesses, sales have been up and down since opening.

"We get new people every day and we have lots of repeat business," she said. "The big challenge is getting people to find us."

They chose a location near what they perceived to be a draw for parents with children, near a dance center, a doctor's office and a daycare.

"We've got those customers already, now we need to expand further," she said. "We don't have a lot of drive-by traffic and advertising is expensive, so we look for different ways to promote the business, such as making fliers and walking through neighborhoods."

Their latest promotion is the store's upcoming "Shop with your Doll Day" today. The $20 ticket includes manicures for the girls, a hairdo and bow for the girl and doll, refreshments and brunch, an Earth Day craft, special dress for the doll and a take home gift back.

"We carry doll clothes, that's a big part of our business," she said. "American Girl dolls are so huge and so expensive that we thought we'd try this. We're always thinking of wants to attract the clientele."

Maddy and Max

Location: 436 Sand Creek Drive North, Chesterton

Phone: (219)921-0150

Owners: Amy Jalovecky and Jennifer McWhirter

When opened: November 2006

Number of employees: Two

Type of business: Children's clothing boutique, sizes newborn through 16

IF YOU GO

Maddy and Max will host "Shop with your Doll Day" today. The $20 ticket includes manicures for the girls, a hairdo and bow for the girl and doll, refreshments and brunch, an Earth Day craft, special dress for the doll and a take home gift.