“Art and music are healing. They allow you to speak and write about really difficult things, and I feel like that is at the heart of Chuckles and Bleu,” says Nicole Bougie, founder and designer of the Greenville-based brand and online boutique. Visit her shop, and prepare to fall in love with Stevie Nicks t-shirts, David Bowie baby rattles, vintage band jackets, and much more.
“When I was a kid, making music and consuming music helped me to regulate my nervous system, and it was a really large part of my self discovery,” reflects Bougie, who would listen to songs like “Everybody Hurts” by R. E. M. or “Vincent” by Don McLean over and over. “I think music gave me access to hope, and to information and ideas that I wouldn’t otherwise have found.”
Chuckles and Bleu was inspired by Bougie’s 14-year-old daughter, Charlie. “She picked up a guitar at the age of six and never put it down,” laughs Bougie. “Music is one of the ways that I’ve watched her really fearlessly express herself. It’s this really powerful, crazy medium that people find safety in. She’s been my greatest muse, and has been pulling the creativity back out of me for years.”
Bougie left an unfulfilling career as a data analyst to launch her brand after an emotional, impromptu songwriting session with her daughter, held over Zoom while the artist was on a business trip. “We went back and forth adding lyrics that included a lot of things that we hadn’t said to each other yet—and I remembered how powerful of a communication tool that songwriting is. So, I flew home and resigned from my job to start Chuckles and Bleu.”
Experience a Musical Wonderland from Chuckles and Bleu
From unique, groupie-worthy apparel, designed by Bougie herself, to musical instruments for kids of all ages and books, games, and band posters, Chuckles and Bleu is a wonderland for music lovers and budding musicians. One note resonates clearly across her many diverse collections, however: radical acceptance and expression.
“Musicians write about shared human experiences; music is a tool for unity. I especially love artists who use their lyrics for social action,” she says. “A phrase I love is ‘make a big noise.’ When I created this, I wanted to encourage music exploration in children so that they can find confidence, [navigate] sensory processing, and learn to express themselves through the power of song. [For instance], my illustrated musician biographies help kids learn about the impact that music has had on culture to influence society in a positive way.”
Bougie’s kids’ apparel is often designed to help kids spark conversations and forge connections, like with new friends on the first day of school or with different generations, such as an older family member. “If you show up to kindergarten and you’re wearing a t-shirt featuring a musician your teacher grew up listening to in the ’60s and ’70s, there’s this immediate bond, a shared nostalgia that it creates . . . You can cross generations with music.”
As her brand grows and new audiences tune in, Bougie continues to embrace experimentation—and has ambitious plans for the future. “I’m currently working with a record label to create custom merch for them, and I’m designing a lyrics journal that will include creative writing prompts as well as chord progressions. Eventually, I’d like to host some local open mics in Greenville that are specifically for children to share some of the things that they’re working on.”
The Big Time
Star power: you can also find Chuckles and Bleu in the Rock and Roll Hall of Fame museum gift shop.
Born to Make Music
Chuckles and Bleu specializes in eco-friendly, early music exploration toys for children ages 1+
A Tune for All Ages
From Freddie Mercury and Bob Dylan to Beyonce and Taylor Swift, Chuckles and Bleu has a design for all music lovers.
Top 3 Songs
- “Hissing of the Summer Lawns” by Joni Mitchell
- “Landslide” by Fleetwood Mac
- “The Times They Are a-Changin'” by Bob Dylan
