For Courtney Byrd-Henley, the quest to outfit her daughter has turned into a fulltime business in the form of Upsy Daisy, Florala’s newest retailer.

“I say this is the place to find the cutest little fashions for the cutest little darlings,” Henley said of the shop, which is described as a children’s boutique. Located on Fifth Avenue, the store features not only pageant dresses for sale and rent, but also everyday attire for both boys and girls from newborn up.

Henley, who has a degree in sports broadcasting and journalism, had worked the last six years in the banking industry, but decided she wanted a career that would allow her to spend more time with her family.

“When I had my little girl, Lily Reese, who’s now 4, I looked everywhere to find cute clothes for her,” she said. “And this store just kind of evolved from that.”

Henley, who resides in Crestview, Fla., said she thought the area was a perfect fit for the store. Her mother, Ann, is a partner in the store, Henley said.

“I was driving through this way to go to the stores over near Enterprise and Dothan that I loved, plus I was buying things off the Internet, and it got me to thinking about how there were probably a lot of moms that were doing the same thing,” she said. “So, now, here we are.”

Inside the pink and zebra striped showroom, one will find racks and racks of items in sizes newborn to 14 for girls and infant to 7 in boys. Brand names include little girl Miss Me and Peaches-N-Cream jeans, ZaZa Couture, Me and My Gant, Amanda Remembered and more.

She also makes handmade bows to color-coordinate to the outfits she sells.

And did she mention the collegiate wear?

“This really is the cutest stuff,” she said. “We’ve got everything from Alabama and Auburn diaper covers and pacifiers to camouflaged overalls with your favorite team on them. For the girls, we have some adorable game day wear that you just have to see to believe.”

In pageant wear, Henley said sizes range from 2 to 14, but she has plans to expand the line to include junior sizes 2, 4 and 8 in the near future.

“All these dresses are brand new and come in every color of the rainbow – and some in between,” she said.

The store is open Monday through Saturday from 10 a.m. until 5 p.m. Layaway is available.