Hi Mrs Mischief. I had a long look at the Mischief website and I really hope you don't mind, but I thought I would pass on some quick feedback?
There's some lovely items there but the colours are very neutral and there's a predominance of beige, blue and cream. It would be lovely to see some pieces of contrast in colours such as clear blues, greens and reds (as opposed to navy, bottle green and burgundy shades). I loved some of the beige items, particularly the duffel coat and dungarees, but it would be great to have some punchier colours in the mix too.
Also (and I really hope you are not offended by the feedback) the structure of the baby boys page is confusing as the sizes are not segmented. It would be a lot easier to follow if you had defined sections of what was available in 1m, 3m, 6m etc. For example, I was disappointed when I realised the duffel coat only came in 1m size - I thought there would be a range of sizes but that isn't made clear (AFAIK) in advance.
I have to say that I would feel exactly the same as joliejolie about a minimum £20 spend. You are giving the message that customers with less than £20 to spend are not valuable, that is not how retail business survive and grow. Every penny counts from a customer. Who's to say the next order from that person won't be £150 and well cover your costs for a smaller order. You have to speculate to accumulate and not penalise a customer because your business model doesn't allow for not making money on orders under £20.
Seeing as most of your items are at least £25, I would have thought that there can't be that many orders under £20 anyway. Also from a marketing point of view, if someone has had bad service they will tell an average of 7 people. That's 7 potential customers put off.
Your items look like they are of quality, but the black and red and white and yellow and green and blue and orange all over the website (excepting your logo Mischief Kids, which is GREAT) are a little bit offputting and doesn't at all reflect the quality of the items you sell. It's like a designer shop disguised as a pound shop. Having trawled though all the websites on this thread I have seen A LOT of your presumed competitions' websites and their look and feel is very different.
Just a view from a potential customer. Feel free to ignore, sorry if you don't like what I've said but the intention is helpful not critical.