Wikipedia's definition of a "soft opening":
In a "soft opening," the establishment begins to operate without a lot of attention. This allows the organization to become more organized the first few weeks or months before the more publicized Grand Opening, and gives the management and staff a chance to become familiar with the daily operations of their inventory, accounting, and customer service requirements.
Seedling Clothing is open for business -- complete with a flagship shop update on Felt (New Zealand's answer to Etsy) and a published website.....Blog, website, shop - - the full triad up and ready to go.
So, I'll say it softly......Hooray!