About us

In 2015, when my third baby was just two weeks old, I came upon a once in a lifetime opportunity to purchase a local cloth diaper store. I took a giant leap, pulled a thousand strings, and over the next two weeks, everything came together. When baby Soren was less than a month old, I was able to purchase that little store, and over the next 18 months, it grew into a center for conscious families in the San Diego area. 

Then, the winter of 2016 was a season of dramatic change for us. Without closing for even a day, we said good-bye to our tiny storefront in Normal Heights and opened in a gorgeous 3,000 square foot location in Hillcrest on December 19th. The holidays were filled with hustle, bustle, cloth diapers, and carrier fittings and in February 2017, due to overwhelming requests, we expanded into online sales with www.wonderfulandwild.com. 

We stock a carefully curated selection of products that we believe every conscious family should have in their homes. We have personally used and tested each and every item in the store. The products that fill our shelves and these pages also occupy space in our own homes and our hearts. We are passionate about the products we carry, and hope that you will be, too. 

-Brianna Fanelli

If you are in San Diego, you may find our retail location at: 
1007 University Ave
San Diego, CA 92103

Give us a call! (619)241-2913


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