I am pumped to continue my local biz series (with only a short 2 year delay, b/c well life) featuring some of our local Iowa City small business treasures. When I originally thought about this monthly blog, I wanted to highlight specifically woman-owned Iowa City area businesses or services. These are businesses that I personally love as a mom, and want to share with my fellow IC mamas. These woman are nothing short of amazing. Fellow creatives, inspirational woman, some also carry the title of mom. If you haven’t already checked out these amazing businesses, I can’t wait for you to. Each month I will feature a quick interview with the business owner that hopefully illustrates how special each of these woman are and how unique + amazing each of these services/businesses are within our community.

Meet Macy Krall, owner of 223 Baby Co + 223 Vintage

Ever since we moved back to the Iowa City area, 223 Baby Co (located in downtown Iowa City) has been my go-to place to shop for all things baby, including my own baby products and also gifts. Macy has amazing style and selects beautiful, quality products (including local whenever possible). Some of the baby brands she carries include: Mebie Baby, Angel Dear, Kyte, Frida baby, Mushie, Dobble + Dollop, Jellycat, Tonies, etc. I will also buy my kids or nieces birthday and holiday gifts there. She has a cute book collection as well as lots of boutique toys and games. Located in cute historic building + filled with so much cute variety. Enjoy reading all about her and her business venture.

Q: Tell us a little bit about yourself. What do you enjoy doing when you are not working?

A: Hi! I’m Macy Krall! I am a small business owner and mother of two little girls with one on the way, with deep roots in the Midwest. I have over a decade of experience in the wedding industry and previously created and sold a Vintage Rental company and also was a wedding photographer for 10 years. I have opened two brick-and-mortar shops, including one during the pandemic and another while eight months pregnant with my first. 

I own two shops: 223 Vintage Co is a plant and vintage-focused store on Main Street in West Branch and the other is 223 Baby Co in Downtown Iowa City. 223 Baby Co is a boutique offering curated baby and kids’ products, including clothing, toys, books, and accessories, with a focus on handmade, local, and small-business items. 

When I am not working I love supporting other small businesses, hanging out with my kiddos + family, making up new sensory bin ideas for my toddler, thrifting and traveling! 

Q: How did you get started with your business venture? Tell us all about your story.

A: Being in the wedding industry, I was a photographer and owned Borrow My Vintage. I was soricing vintage for BMV and thrifting turned into a passion and I was finding such unique items that wouldn’t rent well but I could sell. 

So I created 223 Vintage Co out of my garage in 2016. I grew my Etsy shop for 4 years before opening a brick + mortar shop in 2020 (only 13 days before COVID shut down the nation). During the COVID shut down I brought in house plants to sell to make rent. Everyone was moving their office home during the pandemic and offering houseplants brought a little more life to the corner of the room for shoppers. 

223 Vintage Co grew from only a vintage shop to adding plants, home decor, other small business items and baby items. Our baby section was growing larger and larger and decided to find a location for a baby boutique. 

So here comes 223 Baby Co in the heart of downtown Iowa City! 

I sold BMV in 2022 after having my first kiddo and now put all my energy to chasing kids and chasing dreams which are two brick + mortar shops. 

Q: What do you draw inspiration from?

A: I draw inspiration from a few things around me:

I am inspired by the creativity and hard work of other local and women-owned businesses in the area. Being involved with lots of markets, shows and events throughout the Midwest, this fuels my desire to create spaces and products that resonate with local families and individuals.

I am in the thick of toddler season with my two kiddos (2 + 5) so everyday is something new but this helps with bringing in products and items into the baby shop. It helps when I’ve tested the product and can trust the company. 

With my background in the wedding and vintage rental industry, I have an eye for aesthetics. The blend of plants, vintage items, and carefully selected baby products in my shops shows a clear inspiration from creativity, beauty, and design.

Q: What do you love about the Iowa City Community?

A: Being downtown Iowa City, I see the strong support for small businesses. I see it everyday when someone walks through my door.

Shopping locally takes multiple extra steps then shopping at the mall (including driving downtown, paying for parking, dealing with construction, etc) I see that and appreciate it everyday. 

Downtown Iowa City is family friendly and has so much to offer with most of it being free. Downtown brings fun things to the ped mall, the library programs, Arts Fest, Jazz Fest and all other events. Iowa City knows there are more than just students and really lean into that. 

Q: What are you favorite other local businesses to support?

A: A few other favorite spots:

Micky’s for lunch 🙂 they know my phone number when I call from next door 

Revival – I LOVE shopping preloved clothes

Akar – if you want something unique to gift this is the spot

The Shop – such a great mix of items

Q: What would surprise most people about being a small business owner?

A: I think the emotional investment – I could list a million things but small business owners invest their hearts into their work, , especially when their business reflects their personal passions.

Curating unique, thoughtful products for 223 Baby Co is more than just a retail operation.. it’s a reflection of my values, creativity, and connection to the community. And I hope that is seen when you walk through the door.

Q: If you have a weekend in which you could do anything in Iowa City (all expenses paid), what would your local dream weekend consist of?

A: Oh, this would be a PACKED day!

An early morning walk around Terry Trueblood, breakfast at Encounter Cafe, a midday show at Hancher (something fun and upbeat), Lunch at Micky’s, a tour of all the vintage houses on Summit Street, Dinner at Big Grove and ending it at a Women’s Basketball game – if we have more time I would hit up all the local thrift shops, head to the Children’s Museum with my girls and take a boat ride on Lake MacBride.

Q: What are you biggest aspirations (business and/or life)?

A: Business bucket list:

I think it would be growing and expanding our business. I would love to be doing double the online sales!

Growing our Little Locals collection into a full clothing line with custom toys!

Create a 223 Baby children’s book featuring Iowa City.

Get featured in Midwest Living, Better Homes & Gardens, Apartment Therapy, or a national vintage/design publication for our Vintage Shop.

Style a magazine-worthy historic home with all vintage items.

Life bucket list:

Travel – Ryan and I celebrated 10 years in 2025 and we are planning a trip to Europe next October!

Make our house a home – we live in an old Victorian and there are so many projects to do but excited to do those. We are hoping to add a second bathroom/walk-in closet for us so we can use our final bedroom for a nursery.

Just growing up with my kiddos, that is so important to me! 

Want to learn more about Macy and her businesses?

223 Baby Co Website: https://www.223baby.com

223 Vintage Co Website: https://www.223vintage.com

Instagram: www.instagram.com/223babyco

Facebook: www.facebook.com/223babyco

Do you have a business that you would like to see featured? Feel free to reach out and I would love to hear or learn more about it.