With its unique designs, Tatutina Inc. has brightened the eyes of children throughout the region for more than 30 years. Now the company is trying to reinvent itself to connect more directly with consumers.
The idea for the family-owned business, which specializes in designing and creating keepsakes for children, was born in the late 1970s when its founder, Barbara Ottmar, started painting designs on children’s T-shirts and selling them in stores in and around Boston. Ottmar continued her work and eventually incorporated Tatutina in 1984.
The business flourished and its products diversified to include bookends, wall letters and other keepsakes. Ottmar opened a shop in Attleboro, while passing her passion for art and design down to her three children, two of whom now work at Tatutina.
“My mother grew up with art and music and it definitely runs in the family,” said Roberta ONeill, Ottmar’s daughter, who is now president and CEO of the business.
ONeill admits she never quite got a knack for the artistic side, especially compared with her mother and sister, Georgia Florena-Shaban, so she runs the business side.
Shaban and Ottmar are resident artists who paint and design.
The company’s wholesale model of buying items, painting them with Tatutina’s signature style, which ONeill says is largely inspired by their pets, and reselling them to gift shops lasted until the early 2000s. That’s when the company started importing goods from China.
The global trade lasted about a decade and ONeill says they are now in the process of reorganizing.
“We decided to move to Hope Artiste Village and we’re back to hand-making
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The family is testing the waters with jewelry, which ONeill says is going well, and painting for home décor, glassware, textiles and table tops.
“We’re constantly trying new products,” ONeill said.
The business has also shifted from selling primarily wholesale to opening online stores through the popular e-Commerce story Etsy Inc. and Amazon.com Inc. The impetus for the shift, ONeill says, was brought on by the market becoming more saturated with wooden goods.
“We felt as though we needed to reinvent ourselves and do something new, so that’s what we’re working on right now,” ONeill said. “We’re doing more direct sales now than wholesale. We’ve seen a shift in the market in the sense that there just aren’t as many gift stores as there used to be.”
The company, which also sells out of its storefront at Hope Artiste Village, is particularly interested in seeing what does well this holiday season.
“We’re trying to do things different and stay current, but [also] to stay true to Tatutina,” ONeill said. “Our products and our gifts and our art [are] very unique.” •