Meet Samantha Foster | Owner & Founder of RoundAbout Kids

We had the good fortune of connecting with Samantha Foster and we’ve shared our conversation below.

Hi Samantha, do you disagree with some advice that is more or less universally accepted?
One piece of conventional advice I disagree with is “Keep emotions out of your business.” As a mom of three and children’s brand founder, I’ve learned that leading with heart is actually one of my biggest strengths. I’m not just building a brand; I’m creating something that aligns with my values and serves families like mine. When I let my emotions guide decisions—whether it’s designing products that solve real problems for parents or connecting personally with my customers—it builds trust and loyalty. Taking risks is part of the journey, but when those risks are fueled by passion and purpose, they feel less like gambles and more like meaningful leaps forward. Business isn’t just about numbers; it’s about people, and leading with empathy has been my most valuable strategy.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
RoundAbout Kids is deeply rooted in my love for timeless, well-made wardrobe staples—especially outerwear. The brand is inspired by the way my parents and grandparents dressed, and by the incredible influence of my grandmothers, who were masters at sewing, creating, and caring for their families. Their approach to clothing—focused on quality and longevity—has shaped my vision for RoundAbout. I wanted to bring those classic, dependable silhouettes into children’s wear, infusing each piece with a bit of my own style and values, while also creating something my kids could one day pass down, appreciating the craftsmanship and care behind it.

Our premier design, the Jamie Jacket, encapsulates this vision. It’s a versatile, 3-in-1 piece that combines the best features of a rain jacket, a field jacket, and a barn coat. It’s built for everything from brunch outings to park adventures, making it a practical yet stylish investment. The interchangeable cuffs add a playful, customizable element, allowing the jacket to feel fresh and exciting when passed down to its next owner. It’s made from high-quality materials and designed to last, reflecting my belief in sustainability and the importance of creating pieces that endure.

Getting to this point wasn’t easy—it’s been a labor of love. It took years of refining the product, trusting in my vision, and overcoming self-doubt to feel ready to bring RoundAbout to life. The entrepreneurial journey is rarely straightforward, and I’ve learned that no one ever feels fully “ready” to dive in. But by taking it one day at a time, I’ve been able to grow the business while staying true to my priorities: my family and my community.

What I want people to know about RoundAbout is that it’s more than just a kids’ outerwear brand—it’s a reflection of my journey, my values, and my hope to inspire others to appreciate the beauty of quality, timeless design. It’s about creating pieces that tell a story and can be cherished for years to come.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend were visiting, I’d aim to blend the charm of Birmingham with the energy of Detroit. We’d start with strolls through Birmingham’s Shain Park, especially magical during the holidays, and indulge in standout meals at spots like Adachi or cozy drinks at Townhouse.

Family-friendly activities would include brunch at Commonwealth or dinner at Griffin Claw and possibly heading downtown to Campus Martius to go ice skating and shopping.

Eastern Market is always fun followed by the Detroit Riverwalk, and squeezing in a visit to the Detroit Institute of Arts which always has an extraordinary exhibit going on. Favorite Detroit dining spots include Grey Ghost, San Morello and Selden Standard.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d like to give a huge shoutout to my husband, Mark, for being my biggest cheerleader and the voice of reason when I’ve doubted myself. He’s constantly pushing me to lean into my intuition and passion for children’s clothing, reminding me that my creativity isn’t just a hobby—it’s a gift that deserves to shine. Starting RoundAbout Kids Co. was a leap, but Mark has been there every step of the way, encouraging me to take risks and turn my creative energy into something that not only brings me joy, but could also appeal to many other families. His unwavering belief in me has been a game-changer, and I’m so grateful for his support in this journey.

Website: https://Roundaboutkidsco.com

Instagram: Roundaboutkidsco

Linkedin: https://www.linkedin.com/in/samantha-foster-956b725

Facebook: Roundabout Kids Co.

Image Credits
Marta Perez
Katie Stelkic