Today we’d like to introduce you to Holly Juras.
Hi Holly, please kick things off for us with an introduction to yourself and your story.
I’ve always been deeply rooted in community and family, and those values guided me into opening Go Play Shoes. As a mom of two young boys, I know firsthand how quickly kids outgrow their shoes and how important it is to have the right fit for healthy development. A few years ago, I noticed that our neighborhood didn’t have a local place where families could find quality children’s shoes paired with personal service. That gap inspired me to create something that combined my love for kids, my eye for detail, and my desire to support families like mine.
We opened our doors with the simple idea that shopping for shoes could feel less stressful and more personal; a place where parents get real guidance, and kids feel welcomed and comfortable. Over time, we’ve grown not just as a store but as a community hub: partnering with local schools, sponsoring neighborhood events, and creating sensory-friendly shopping experiences.
Today, Go Play Shoes is more than a children’s shoe store; it’s a place where families connect, kids are celebrated, and the community continues to grow together.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I’d love to say it’s been smooth sailing, but like most small businesses, we’ve had our fair share of challenges. One of the biggest has been managing cash flow in a business where inventory is such a large upfront investment. Shoes don’t just come in one size…they come in full runs; so buying the right mix while keeping shelves stocked can be tricky. We’ve had moments where delayed shipments or incomplete orders made it tough to meet customer needs, and we’ve had to get creative to bridge those gaps.
On top of that, running a small retail shop means wearing every hat: buyer, marketer, bookkeeper, community partner. Balancing it all while raising two young kids hasn’t always been easy, but it’s pushed me to build better systems, lean on local resources, and really listen to the needs of the families we serve.
What keeps me going is knowing that the challenges have made us stronger. Each struggle has forced us to learn, adapt, and refine. That resilience has been key to growing not just the store, but the trust of our community.
Alright, so let’s switch gears a bit and talk business. What should we know?
Go Play Shoes is a children’s shoe store in the Kirkwood neighborhood of Atlanta, and our focus is simple: helping kids find shoes that truly fit. We specialize in quality footwear for growing feet, from toddler sizes all the way through youth size 7 (about a women’s 9), so we can serve families as their children grow. Parents know us for our hands-on approach: we don’t just sell shoes, we carefully measure children’s feet, watch them run and play in the shoes to ensure a good fit, and make sure every child leaves with something comfortable, supportive, and fun to wear.
What sets us apart is the experience. Shopping for kids’ shoes can feel overwhelming, but we’ve created a space that’s friendly, local, and welcoming. We’re known for being patient with wiggly toddlers, offering sensory-friendly personal shopping times, and creating a stress-free environment where families feel cared for. Our in-store treehouse and outdoor play area let kids give their new shoes a true test run. Beyond shoes, we carry socks, rain gear, and other essentials that make everyday play easier for kids and parents alike.
We also partner with local schools, sponsor neighborhood events, and support other small businesses because we believe raising kids really does take a village. At the end of the day, our mission is bigger than shoes; it’s about helping families keep moving, growing, and playing with confidence.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I think luck has shown up in both good and challenging ways. On the “good luck” side, I feel incredibly fortunate to be rooted in a community that values small businesses. From the start, neighbors spread the word, local schools welcomed partnerships, and parents trusted us with their kids’ first shoes. That kind of support feels like luck, though I also know it comes from genuine relationships we’ve built.
On the “bad luck” side, we’ve had shipments delayed, shoes arrive damaged, or entire size runs missing…the kinds of things totally out of our control that can make running a small retail shop stressful. But even those moments have been a kind of hidden luck, because they’ve forced us to problem-solve, strengthen our systems, and get creative.
In the end, I see luck as something that’s always there (good or bad) but what really matters is how you respond. I feel lucky that I get to do this work every day, surrounded by a supportive community, and that keeps me moving forward.
Contact Info:
- Website: https://www.goplayshoes.com
- Instagram: https://www.instagram.com/goplayshoes/
- Facebook: https://www.facebook.com/goplayshoestore
