Burlingame Avenue’s Gigglemugs has toys, treats, books and more

Katherin Baban, a San Mateo native, opened the store Nov. 22 after two years of planning and bringing it to life. With a background in manufacturing, Baban was looking for a post-pandemic career change and decided to go back to her love for books.

During the pandemic, Baban found a social media post about old-fashioned words and Gigglemug was one of them. This unique word is Victorian slang for “a habitually smiling face” and Baban felt it was perfect for her new store.

As a child, Baban loved reading books and felt that kids nowadays have lost their enjoyment for reading at home.

“It’s important for kids to read for pleasure,” Baban said. “I think it helps them with their own critical thinking, writing and learning more about the world around them.”

To curate a wide selection of books, candy and toys, Baban spends a lot of time researching and keeping up with trends to offer customers a novel selection. By asking her own kids, their friends, teachers and parents, Baban directly hears from the community on what they’d like to see in the store. Gigglemugs’ corner of candy brings back nostalgia with treats like Razzles, Bubblegum Cigarettes and Salted Nut Roll but also offers new types of candy, like edible bubbles.

“I love that adults come in and think they won’t find anything for themselves but end up finding something nostalgic from their childhood,” Baban said.

With two children aged 11 and 15, Baban felt lots of stores were lacking in merchandise that appealed to preteens and teens. To appeal to older children, the store offers self-help books, art supplies, plushies and even Taylor Swift merch.

While initially nervous about opening a new business, Baban was supported by friends and family, many who help her run the store every day.

“The fact that she did it all is a great accomplishment and we’ve had lots of positive feedback,” Kataria Baban, Katherin Baban’s sister-in-law, said. “It looks like the community needed another bookstore for kids to hang out and be happy.”

Katarina Baban works part time to help the family in addition to a full-time job. 

As a new business owner, Baban has been teaching herself all the mechanics of running a bookstore. From contacting vendors to learning the software, Baban has started from the ground up but finds the new learning experience exciting.

The excitement radiates not only from Baban but also in Gigglemugs’ decor and energy.

“It’s not like any other store on Burlingame Ave.,” Jenni Pelas, a new Gigglemugs customer, said. “The store is welcoming, light and has lots of fun and unique things.”

Pelas was happy to stumble on the new shop and was pleased to find lots of toys and candy for stocking stuffers.

Although Gigglemugs is new to Burlingame Avenue, Baban says they’ve been busy. While she is getting the hang of the mechanisms of running a store, she hopes to have a grand opening sometime after the holiday season.  

Gigglemugs is located at 1461 Burlingame Ave. and is open Tuesdays through Saturdays from 10 a.m. to 5 p.m. and Sundays from 11 a.m. to 5 p.m. Go to shopgigglemugs.com for more information.