Ese Crossett
Hi! Tell us about yourself
I’m 36, I’ve lived in SOMA since 2018—first Maplewood, now South Orange—with my family.
My two boys were a big part of the inspiration behind Little Brain Lab. Watching how they explore and interact with the world pushed me to design spaces that are sensory, playful, and built for real kids—not just Pinterest boards. Outside of work, I’m drawn to anything creative—music, art, tarot, and anything that lets me play with ideas and visuals. Little Brain Lab is really just a mix of what I know and what I love: structure, creativity, community, and a bit of weirdness in the best way.
Tell us about your business!
Little Brain Lab is an indoor play and creative space in South Orange designed for real kids—not just photo ops. It’s built around movement, sensory exploration, imagination, and unstructured play, with an environment that encourages kids to climb, build, explore, and invent their own fun. The space also hosts birthdays, celebrations, and community events, offering an alternative to loud, plastic-filled play zones or overly curated “neutral” spaces. Everything is intentionally designed to feel playful, artistic, and a little unexpected—more like a living installation than a standard kids’ venue. Little Brain Lab serves families looking for something thoughtful, local, and creatively built—where kids can actually be themselves and parents don’t feel like they’ve been dropped into chaos with a juice box.
Where did you grow up?
Lagos Nigeria, Manhattan New York
How long have you lived in SOMa?
8 years ish
How many years have you been in business?
3 ish
How long have you been doing the work you do?
Forever in my brain
How did you find yourself doing this work?
I spent over a decade in audit and financial services before shifting into building my own businesses. I launched Little Brain Lab in South Orange, which attracted hundreds of families in its first year. Before that, I ran Tidylosophy, a design and professional organizing business, and I own a property management company where I handle renovations and tenants. Earlier in my career I held senior roles at Scotiabank, Citigroup, PNC, Goldman Sachs, and Protiviti, working across AML, IT audit, data governance, and regulatory remediation.
What excites you the most about what you do?
My work has always centered on solving problems, creating structure, and building things that actually function—whether in finance, design, or kids’ play spaces.
What inspired you to start your own business?
I started Little Brain Lab because becoming a parent made me rethink how I wanted to live and work. After years in audit and financial services, the corporate pace stopped aligning with my values. I wanted more creativity, autonomy, and time with my kids. Watching how they play and explore inspired me to build something rooted in community, design, and real-life flexibility—and that’s where Little Brain Lab came from.
What is it about you that makes you so good at what you do?
I’m a mix of analytical, creative, and a little weird—in a useful way. My audit background gives me structure, and my design side helps me think differently. That blend lets me solve problems, build things that actually work, and create experiences that feel original and intentional.
What is your favorite thing you have worked on so far?
Designing the playground myself from scratch!
Do you have any magic tricks that you use in your business that you swear by and could share with others?
Voice memos! I talk to myself and it helps me remember all my thoughts and ideas.
What have you learned about yourself since becoming an entrepreneur?
Since becoming an entrepreneur, I’ve learned I needed more patience than I ever thought. I’ve had to get comfortable with failing right alongside succeeding, because they happen at the same time more often than people admit. I’ve also realized I’m even weirder than I thought—but it turns out that’s part of what makes this work.
What are 5 words that describe what you do?
Chaotic, Fun, Vibrant, Technical, Creative
What are 3 things that contribute to a successful work day?
Drink Water, Take Breaks, Laughter
What 4 items are essential for you to do the work you do?
My Calendar, My Team, Coffee, Patience
What's something that’s surprised you about running your own business?
It’s a whole lot harder than I thought!
What's your superpower in business?
Mind full of ideas - good and bad!
What's the weirdest thing on your desk right now?
I don’t have a desk! I never sit down!
If your business were a fictional character, who would it be and why?
Peacemaker - he reminds me of chaos in ball pit that everybody loves.
Share a piece of advice you wish someone had given you when you started your biz.
Be kind to yourself, even when things go wrong. Things may go wrong a lot in the first year, it’s part of growing pains.
What's the wildest dream you have for your business's future?
Multiple Locations, many happy families
What's the most unusual request or inquiry you've received from a customer?
Someone asked to bring a clown and piñata with alcohol to a 3rd birthday party.
What’s your favorite ’90s jam?
Ruff Riders Anthem
Favorite songs to listen to when working?
Work - Rihanna
If your business was a color, what color would it be and why?
Pink - it’s cute and fun
Best biz book/podcast you’d recommend
The art of not giving a f***
Let Them