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Our History

Bella Luna Toys was founded in Petaluma, California in 2002 by Miaja Rocciola, a mother with children in a Waldorf school, whose mission was to provide the highest quality wooden and natural toys inspired by Waldorf education to children and families, and to provide friendly and personal customer service. 

In 2009, Miaja was ready to move on to other things at the same time that I was longing for a change of pace after more than ten years of teaching early childhood classes in a Waldorf school. I was discovering that my two teenage boys needed me as much (if not more!) than they did when they were toddlers. While I’ve always felt that Waldorf teaching was my life’s calling and absolutely loved my time in the classroom, I was looking for a way to put my expertise and love for Waldorf education to use in a new way—one that would allow me to continue working to promote Waldorf education in the world, but also allow me to be more present at home and to have more balance in my life.  

Just as I was pondering what new direction my life might take, a newsletter arrived in my mailbox, announcing that Bella Luna Toys was for sale. Bella Luna Toys was a well-established Waldorf toy company of which I had long been aware, and Miaja and I knew each other (virtually, if not personally) through Waldorf homeschooling circles. We began talking, and in September 2009 I became the new owner of Bella Luna Toys when the company moved its operations from the beautiful coast of California, to the equally beautiful coast of Maine. 

Bella Luna Toys continues to carry a magical, ever expanding selection of the highest quality wooden toys, natural baby toys, Waldorf dolls, craft kits, non-toxic art supplies, play silks, children’s books, Maine-made toys, and many other playthings designed to nourish a young child’s senses and awaken the imagination. We offer competitive prices, low flat-rate shipping (free over $75!), and strive to offer the best possible customer service. 

I love hearing from you! If you have any questions, comments or suggestions, please don’t hesitate to contact me. Do you have an idea for a new product you would like to see us carry? A new feature that you think would improve the site? Let me know how I may best serve you! 

Warmly,
Sarah Baldwin, M.S.Ed.
Owner, Bella Luna Toys