Bella Luna Toys Helps Inspire Imagination

  • Industry
    Children’s Toys
  • Platform
  • Challenge
    First time e-commerce entrepreneur wanting to emulate successful, established websites and gain credibility
  • Solution
    Easily integrate Yotpo with their website to build social proof through collecting and visibly displaying reviews and customer photos
  • Results
    Generated 5,100 reviews with a 4.89 average star rating, 15% increase in conversion rate
Much loved toy brand Bella Luna Toys inspires creativity through beautifully crafted, high quality, children’s toys.


Sarah Baldwin, CEO and founder of Bella Luna Toys, is a real-life example of the modern-day American dream who after 20 years of early childhood teaching was ready for a change. Sarah saw a ‘For Sale’ ad for Bella Luna Toys and took a leap of faith, purchasing the business despite having no eCommerce experience. “The website sold the kind of toys used in my classroom — toys I love and am passionate about. I had a vision of where I could take this company.”

Over the past 7 years, Sarah turned that vision into a fully fledged online business, seeing significant growth YoY. With a team of 10 people, Bella Luna Toys has become a well-known and respected eCommerce toy brand serving a dedicated customer base made up of parents, educators, and children alike.

When we launched Yotpo alongside our new Shopify store, we saw an immediate bump in traffic and conversions.
Sarah Baldwin
Sarah Baldwin
CEO and Founder of Bella Luna Toys
Higher Conversion Rate
With Yotpo


For Sarah, a first-time entrepreneur, navigating the eCommerce landscape was a daunting task to face.

“After purchasing Bella Luna Toys, the first thing I noticed was I couldn’t even change the price or product name. I quickly discovered that we would have to search for a new website platform and content management system,” she said.

Once Sarah switched over to Shopify, she was looking for an added solution that would add a layer of social proof to her website.

“I always wanted to have the type of add-ons that the big websites had, features like reviews and star ratings,” she explained.


Sarah first heard about Yotpo when visiting the Internet Retailers Conference in Chicago, Illinois.

“I was researching different solutions for collecting reviews. After reading all the amazing reviews on Shopify about Yotpo, I scheduled a demo and was very impressed with how easy it was to integrate.” she said.

The social proof created around Bella Luna Toys became essential to Sarah and her loyal customer base.

“Being able to have reviews right on the front page of the website, along with the Instagram photo carousel, gives customers a lot more purchasing confidence. It shows that our products are high quality and enjoyed by real kids across America.”  

Star Rating
The confidence that all the reviews, user-generated photos, and star ratings on our website have been invaluable in reaching new customers and increasing our conversions.
I didn’t want to have an eCommerce business just to sell products. I wanted to use it as a platform to share my love of Waldorf education. Find something you love and turn it into a business.
Sarah Baldwin
CEO and Founder of Bella Luna Toys