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Grass Valley’s Future Generations to celebrate 25 years in business

Roxanne and Dan Miller will celebrate 25 years in business for their store, Future Generations, on Saturday.
Submitted Photo | Submitted Photo

When Dan and Roxanne Miller opened Future Generations in 1990, the baby supply store sold mostly cribs.

In the 25 years since, it’s “evolved into everything from bibs to cribs,” said Roxanne Miller. “From (products) as little as can be to as big as can be.”

The store, located at 138 Mill Street, will celebrate 25 years of business from 10 a.m.- 6 p.m. on Saturday with sales, demonstrations and giveaways. Raffle prizes include an Ergobaby baby carrier, Aden and Anais muslin swaddles and a Chicco NextFit car seat.



There will be two grand prizes that the winners must be present to win — a Chicco travel system valued at nearly $350 and a Britax Advocate car seat valued at more than $400.

In addition, demonstrations will include a representative from Moby Wrap presenting different ways to use the babywearing wrap and a representative from Mommy Water handing out free samples of the drinkable prenatal vitamin.




Roxanne Miller said she and her husband decided to open the business 25 years ago after noticing a need in the area; after their son was born, they had to drive down to Sacramento to get some of the things they needed, such as a swing or a car seat.

Her husband, currently a Nevada County supervisor, had previously been in the furniture business.

He operated the store for about a year before Roxanne left her job as the manager for ceramic tile warehouses and joined him.

“I fell in love with the store,” Roxanne Miller said. “And we grew it from there.”

Throughout the years, the store’s focus has been on giving customers a personalized experience they won’t get on the Internet or in a chain store.

One of the biggest drivers of the business is baby showers; when an expectant mother registers for gifts, the staff creates an in-store display of items from that registry, making it easier for gift-givers to find items.

When soon-to-be parents come in looking for a product, they won’t be left to wander the aisles helplessly.

“We’ll walk it with them, talk with them and determine what’s going to work with their lifestyle,” Roxanne Miller said.

She said the staff at Future Generations is diligent about keeping up with the latest research and trends to ensure they remain experts in the field even as expectant parents have the Internet at their fingertips.

“We have to be on top of that more so than ever,” she said.

One of the lasting effects of being in business for 25 years is the relationships she and her husband have developed with families in the area.

Miller noted that her husband will soon be officiating a wedding for a man whose mom was one of the store’s first customers.

“The relationships we form with these expectant parents are so rewarding, and the grandparents are a hoot,” Roxanne Miller said.

She said the time has passed quickly.

“Many of the babies that were born when we opened 25 years ago are having children of their own,” she said. “How can that be?”

For more information about the store’s 25th anniversary celebration, call 530-274-7002.

To contact Staff Writer Emily Lavin, email elavin@theunion.com or call 530-477-4230.


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