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Like any good story, it starts once upon a time.

It was late 2020 in Los Angeles, and Maddy, Heartwood’s founder, was to host a holiday party for her son and one hundred little guests. Struggling to find the right tables, chairs, and décor to complete her vision, she went down a rental rabbit hole only to find that what she was looking for didn’t yet exist. Then began a bit of brainstorming and what one would call the thrill of the hunt. She scoured online shops and markets for the perfect kid pieces, eventually bringing her vision to life.

Next, the dilemma: what to do with all these treasures now that they’ve had their moment? Well, Heartwood’s roots were officially planted. Recognizing the opportunity to serve a niche market and longing to infuse her own creative vision into special events, Maddy decided she would create one of the first boutique children's rental companies in the city.

What began as a labor of love still is. Heartwood is now operated by parents like you, who seek to create incredible memories for their children with a sophisticated flair. A couple of years, hundreds of events, milestones, and memories later, we strive each day to create spaces that allow all our clients—parents, kids, and families—to tell their own one-of-a-kind stories.