Earnshaw's Magazine | April/May 2020

INFANTS’, GIRLS’ AND BOYS’ WEAR REVIEW

VOLUME 104 ISSUE 4 • APRIL/MAY 2020 $10.00

GROWTH MARKETS Comfort Styles From Classic to Contemporary SIGNS OF THE TIMES → Pretty &

Protective Masks

→ Survival Strategies Straight from the Front Lines

→ Planning for a Post-Pandemic Landscape

A classic collection of your favorite styles for the first year of life.

Thank you to our frontline heroes — you all deserve a snuggle. kickeepants.com @kickeepants #kickeepants

APRIL / MAY 2020 CONTENTS

Noelle Heffernan Publisher

Comfort Zone Cozy charm spans schoolyard staples to ultra-soft sleepwear.

Emily Beckman Editor Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Lauren Parker Executive Editor Mariah Walker Contributing Fashion Editor

By Emily Beckman

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ADVERTISING Jennifer Craig Special Accounts Manager PRODUCTION Laurie Guptill Production Manager Mike Hoff Webmaster Bruce Sprague Circulation Director CORPORATE Caroline Diaco VP/Group Publisher Greg Dutter Editorial Director Carroll Dowden Chairman Mark Dowden President & CEO Agnes Alves Controller

DEPARTM EN TS

CONTACT INFO

4 Editor’s Note

Wainscot Media One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244

8 Op-Ed 10 Trend Watch 11 Behind the Seams

Editorial:

Emily.Beckman @9Threads.com

28 Designer Chat

Advertising:

29 A Note To My Younger Self 30 What’s Selling 32 Final Cut

Noelle.Heffernan @9Threads.com On cover: Martin Aranda This page: Fred’s World

Circulation:

Circulation @9Threads.com

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the childrenswear industry is published 10x a year by Wainscot Media, 214 West 39th Street, Suite 205 New York, NY 10018. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2011 by Wainscot Media. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Wainscot Media will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

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Cool Threads For Baby

Gerber Childrenswear, NY Showroom • 1370 Broadway, 8th Floor, New York, NY 10015

EDITOR’S NOTE

What’s Brewing RECENTLY, I HAD the opportunity to bridge the social distancing gap with the debut episode of Earnshaw’s Coffee & Conversation webinar series. With the support of our sponsor, Appaman, we welcomed industry professionals to a “coffee hour” highlighted by a panel of three leading store owners from across the U.S. who discussed strategies they’ve introduced amid the Covid-19 pandemic. In the hour-long discussion, our panel detailed the unprecedented challenges they have faced and mapped out actionable solutions.

I’m happy to report that our venti-size coffee klatch drank it all in and offered many creative insights of their own.

The conversation was informative and helpful. It was also therapeutic. We humans are social creatures. We are not built to isolate ourselves for months, suffering enormous anxiety and loss, with no end in sight without a vaccine. That’s why it was such a comfort seeing so many industry friends participate in our webinar. Sure, the premise was business. But we are one big family. Hearing attendees check in on each other’s well-being and how their families are faring in this crisis warmed my heart. We are not alone. We are all in this together, and through collaboration we can come out of this pandemic united and stronger than ever.

As we collectively suffer through the biggest administered time-out the world has ever known, we hunger for guidance. There are urgent matters like furloughs, loans, leases, return policies, sterilization procedures, providing PPE for sales associates and deciding what to do with all those leftover Easter dresses, to cite a few. There are also best practices for what I now call “social distancing staples,” including curbside pick-up, next-day shipping services and FaceTime personal shopping. We discussed all these in detail during our get-together. Other pandemic pivot strategies include donation-based livestream performances, communities of small business teaming for virtual pop-up shops and even a giant N95 mask-wearing Easter Bunny delivering orders to local customers. (You can see that bunny on p. 32, along with a gallery of Instagram shots showing how retailers are responding to this pandemic.)

For many retailers, this is the first time launching e-commerce platforms. Third party marketplaces are fine, except when shipping is, all of a sudden, delayed for weeks or longer. Now is not the time to stand pat or rely on others. For example, panelist Bridget

Stickline, owner of Wee Chic Boutique, revealed how she got her ecommerce platform up and running in only a week! It can be done.

Similarly, many retailers are upping their social media game on the fly. Just because you might be more comfortable on Facebook, it doesn’t mean you should ignore the potential to connect through Instagram, Twitter, Snapchat, TikTok, etc. Millions of consumers have been ordered to stay at home! What else are they going to do? Case in point: Stickline debated whether to operate her ecommerce site 24-7 via a chatbot installment. She’s sure glad she did. While she now is regularly answering texts, DMs and emails from customers at 11 p.m., she believes they will remember her for going the extra mile.

Now more than ever it is critical to make a meaningful connection, especially as millions of consumers reevaluate how and where they shop and what brands they buy. This pandemic has put everyone on notice. Allegiances are up for the taking. The fact is most parents can’t even consider shopping until homeschooling, dinner, bedtime and their own upside-down work schedules have all been attended to. So the more accessible and accommodating you are, the better.

Adam Herman, general manager of Mayoral and the author of this month’s moving Op-Ed piece (p. 8), also stresses the importance of building close customer relationships in these unpredictable times. Consumers are desperate for a distraction from the daily dystopian newscasts. A little creative escapism can go a long way, especially with kids cooped up in their homes all day. Herman recommends outside-the-box collaborations, like Zoom fashion shows co-sponsored by a local pizza shop, a virtual evening story hour co-sponsored by a local ice-cream parlor and a Saturday morning virtual kids’ yoga hour sponsored by a local instructor and juice bar. As trying and scary as this pandemic is, Herman firmly believes our wonderful industry will persevere—just as it has through previous wars, recessions and pandemics. We humans will never stop adoring our children. We will continue to celebrate those first days of school, graduations, summer camps and many other life milestones. And it’s our industry’s job to make sure our kids look absolutely adorable for every occasion and every cherished memory.

Stay safe, stay well and stay connected! I look forward to “seeing” you all, warm mug in hand, in episode two of Earnshaw’s Coffee & Conversation.

E M I LY B E C K M A N Editor

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OP-ED

Don’t Give Up Adam Herman, general director for Mayoral US A, finds a light amid the darkest times.

IT’S JAN. 27, 1992.

The main headline that morning is Macy’s, the 133-year-old department store institution, has declared Chapter 11. A few hours later, my father, 51 years old and a menswear retailer most of his career, will take his own life—a victim of the stressful times and personal inner demons.

I am 19, a sophomore in college and 1,500 miles away. That evening, my father’s attorney calls and tells me nothing other than to come home. After a three-hour flight and a four-hour car ride, I walk into my childhood home and learn what had happened. I’m dev-

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astated, shocked, lost. The ensuing weeks of grieving through a funeral, eulogies, Shiva and meetings with friends and family has mostly become a blur. But I still distinctly recall my childhood days working on the sales floor of my father’s stores on Long Island and in Manhattan during holidays and summers. I remember fondly waiting on customers, helping them pick out gifts for their dad, grandad, husband, whomever. I remember watching my dad, with envy, working with loyal clients as well as local sports stars as he fitted them into fine Italian suits. He had close relationships with and was loved by so many of them.

The huge amount of people who attended his funeral and stopped by the house in the days that followed was testament to that. Perhaps, if he had been able to get past some of those demons and had relied on some of those people, he’d still be here today?

Why write about this now? The reason is simple: don’t ever give up. These are unprecedented times and many of us are being put to the ultimate test at survival. But just as Macy’s survived another 28 years after that fateful winter’s day, so can you—in one form or another. Hang in there. Lean on your network of loved ones, friends, customers and business associates.

This crisis has allowed us to pause and evaluate our business models. For some, it has brought that website project off the backburner. For others, the last few weeks have been a crash course in how social media can boost sales. It’s a time to look closely at the way you buy, merchandise and sell. But, most of all, it’s a time to value and prioritize those close personal relationships you’ve worked so hard to build over time.

Our industry will not become obsolete as a result of this pandemic. I know this from experience as my three girls burn through outfits playing outside daily after homeschooling. Just yesterday my wife was browsing Instagram accounts of retailers we often buy from. As Main Street retailers, like my father was, you have an opportunity now to deepen relationships. Consumers are seeking meaningful connections with those they can trust—neighbors, retailers, brands, doctors, politicians, you name it. Reach out to every one of them in your database. Ask how they are. Find out what’s going on their lives—camp or no camp this summer? Family

vacation on or off? Any babies on the way?

Use those conversations to create customized box sets that can then be hand-shipped to their front doors. In Russia, for example, one retailer uses couriers to deliver product and then waits for customers to try the pieces on, keeping what they want and returning the rest on the spot. Along those lines, how about a virtual baby shower? You can run a FaceTime meeting with moms-to-be as you curate a gift list for the big day followed by a virtual baby shower where guests can preview the gifts and pick what they want to buy for the expecting mom—all to be wrapped and hand-delivered by yours truly.

Collaborations are limited only by your imagination. Zoom fashion shows that are co-sponsored by a local pizza shop? A virtual sleepover evening story hour co-sponsored by a local ice-cream shop? Saturday morning virtual kids’ yoga sponsored by a local yoga instructor and juice bar? There are endless possibilities! A professional photographer friend, for example, has been walking around her neighborhood doing “quarantine photoshoots” of families on their porches or front lawns from a safe distance. Perhaps a collaboration with a photographer in your neighborhood where you serve as the apparel supplier? Maybe they’ll buy that cute outfit, maybe they won’t. At the very least, the connection you make with those families may pay dividends once the economy opens up again.

We plan for the future, but the future doesn’t always go to plan. All we can do is be proactive, practical and positive. Try and learn; adapt and grow from any challenges that come our way. I do not believe the decision my father made was easy, but I am 100 percent sure it was wrong. Not a single milestone of my kids’ passes by where I don’t think of all he’s missed. He would have cherished every one of them. One of the many beauties of our wonderful industry is being a part of so many of those milestones. That perfect birthday dress. That first-day-of-school outfit. That graduation suit. We have so much to live for.

There will be an end to this crisis, and there will be other crises in the future. Learn from them, grown from them and, most importantly, use them to make your mark on those around you. It makes a difference. You make a difference. I promise.

S P O N S O R E D BY S P R I N G B OA R D R E TA I L

How to Optimize Your E-Commerce Site

With the Covid-19 pandemic pushing many brick-and-mortar retailers to launch or expand their e-commerce capabilities, POS software company Springboard Retail offers tips to enhance your online presence.

1. LOOK POLISHED When customers visit your homepage, it should be enticing, inspiring and well-organized—just like your physical store. Greet visitors with an appealing interface, simple navigation and a logical product structure. As for item descriptions, don’t skimp on the details. Include materials, embellishments, size guidelines and care instructions to paint a vivid picture of your merchandise. It’s also important to write original descriptions, instead of copying from vendors’ websites, to optimize SEO results.

2. NEED FOR SPEED Research shows that if a site takes more than two seconds to load, it will lose more than 50 percent of potential customers! Regularly test your website’s speed and optimize all visual elements for each platform—desktop, tablet, mobile, etc. The mobile interface is especially important, as that platform is the one most consumers shop from today.

3. REDUCE CART ABANDONMENT First off, make sure your site includes the option of checking out as a guest. Those who are data- or time-sensitive will not want to make an account. You should also offer all major credit cards, and perhaps consider PayPal or integrating a buy-now-pay-later solution like Afterpay and Sezzle. As for shipping, offer your customers multiple options, like Priority vs. First Class Mail. More than 75 percent of customers expect shipping to be free, but if you can’t fit that into your cost structure, consider advertising free shipping on orders over a certain amount.

4. RUN REPORTS REGULARLY Run POS reports regularly and review the data to make necessary adjustment to your site. For instance, if a certain item has a high return rate, customers may have not found it to be representative of the product they saw on your website. Another example: if an item has a low sellthrough, it may not be a flop but rather it’s too hard to find on your site.

Confirm this by looking at your page views by product, and make sure the description includes appropriate keywords and is placed in a product category that will make most sense to shoppers.

5. KNOW WHAT’S TRENDING As you merchandise and market your e-commerce store, think about what kind of items are currently in demand. For example, loungewear is likely a stronger seller than fancy dresses amid a global pandemic! Highlight those anticipated bestsellers on your homepage, as well as through email campaigns and social media posts. Consider using an inventory on-hand POS report for a bird’s eye view of all your merchandise and access to data anywhere, anytime!

6. BE HELPFUL Even with a comprehensive FAQ page, customers often need additional assistance. Make it easy for them by including your contact information in multiple locations (footer, about and FAQ pages), in addition to offering a live chat option. If 24/7 customer support is not an option, look into providing a chatbot for off-hours.

To learn more about Springboard Retail’s POS software capabilities and benefits, visit springboardretail.com/earnshaws. Subscribers can save 20 percent on a subscription.

TREND WATCH

Mask Ma rket

Safety doesn’t need to sacrifice style.

Esme

Stella Cove

Top Trenz

PilyQ

Pink Peony

Kid’s Dream

Kickee Pants

Making masks? Tag us on Instagram @ear nshawsmagazine or use #Ear nshawsCares. We’ll help you spread the word!

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BEHIND THE SEAMS

Twinkle, Twinkle Little Toes Trendy Toes offers stylish socks for little ones.

BACKED BY MORE than 25 years of experience in the hosiery category, DK Selections, LLC. has launched its first private label, Trendy Toes. Debuting with a range of high-quality, combed cotton styles, the new baby sock line offers popular graphics like stars and cars to more basic options like stripes and solids.

“The biggest challenge of designing hosiery is keeping it fun and exciting,” says Kathleen Turlick, president of Trendy Toes.

“This pushes our design team to be innovative, using advances in manufacturing technology to produce more elaborate designs.”

For Fall ’20, Trendy Toes is upgrading its signature fourpacks with more colors and playful prints. “We’ve found that parents are more adventurous with their children’s wardrobes, and this includes socks,” Turlick says. “The new designs are intricate but still subdued enough to work with any outfit, any day of the week.”

For utmost efficiency, Trendy Toes uses a combination of its warehouse in California, e-commerce fulfillment centers and its own corporate office to manage requests. “A company has to be able to fulfill in different scenarios,” Turlick says. “That’s key in the retail world now.”

Turlick also cites good communication as paramount this year. “With so many challenges surrounding Covid-19, it really comes down to communication with buyers,” she says, mentioning Trendy Toes’ retail partners were very understanding when the company experienced slight manufacturing delays after the Chinese New Year. “Luckily, we did have basic styles in stock to help fill the void until the factories were up and running.”

Looking ahead, Trendy Toes plans to ramp up its communication across all channels to make itself more available to customers. “It’s all about offering great product with exceptional customer service,” Turlick says. “As a brand, you must put your best foot forward everyday.” —Emily Beckman

TREND WATCH

Game On!

iPlay golf play set

Help parents keep the kids busy at home with imaginative toys, challenging puzzles and more skill-building activities.

Bueno Onda ultralight bocce

Little Medical School vet kit

Schleich treehouse play set

HABA musical drumfish

Plus Plus learn-to-build sports set

Hand 2 Mind human body science lab

E-Blox circuit builder kit

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BEHIND THE SEAMS

Sleep Well How Pajamas for Peace teaches kids to make a difference.

IT ALL STARTED after the terrible elementary school mass shooting in Sandy Hook, CT, in 2012.

Chandinie Frances, founder of Pajamas for Peace, wanted to include her children in community service activities that would teach peace and kindness, so she organized a pajama drive in her kids’ school that would benefit area homeless shelters.

“Pajamas have always represented comfort and security, and then I soon realized there was an opportunity to make a bigger impact,” Frances says of her decision to launch Pajamas for Peace.

Frances wasn’t a fashion designer, but she drew inspiration from her various degrees in psychology, anthropology, social work and educational leadership, not to mention volunteering at various schools, nonprofits and hospitals over the years.

Pajamas were an underlying link. “Pajamas are fun and give us the opportunity to think creatively, artistically and with intention,” Frances explains.

Pajamas for Peace designs draw inspiration from everyday life, including themes of peace, sustainability, inclusion and encouraging kindness. Sizes range from newborn to 7/8, with seasonal matching family items too. “Kids spend a lot of time in their favorite pajamas, and we care about what we put on them—from design to production,” says Frances. “We make conscious decisions that will help make a positive impact on families and the environment.”

Philanthropy is key component of the Pajamas for Peace business model. A “buy one, give one” program sees the company donate a set to one of partner shelters (Human Options, a domestic violence shelter and Haven House Bridges, a homeless shelter) for every pair purchased. Shipments to the shelters are made annually on the International Day of Peace, Dec. 14, in honor of the victims of Sandy Hook, and on Mother’s Day. As her foray into the worlds entrepreneurship and childrenswear, Frances couldn’t be happier. “I love every facet of Pajamas for Peace,” she says. “This industry has a powerful platform to uplift others and bring awareness to issues such as homelessness, domestic violence and gun violence, while also making socially responsible choices that can ultimately aid in the advancement of a world where children feel safe, supported and loved.” —Lauren Parker

Peanut and Mouse, Waitsfield, VT

ZONE

COMFORT Cozy charm spans schoolyard staples to ultra-soft sleepwear.

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1. Martin Aranda 2. Reiet Reiets 3. Paige Lauren 4. Hayden Girls 5. Creamie 6. Cape Clogs

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Knit’s My Life: Chunky silhouettes, thick stockings and pops of faux fur warm up the wardrobe.

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8 7. Old Soles 8. Imoga 9. Baby Soy 10. Lucky Jade 11. Andy & Evan 12. Native Shoes

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A+ Fashion: Back-to-school styles with perfect color chemistry.

13. Doodlepants 14. Egg New York 15. Sol Searcher 16. Parkland 17. Herschel 18. Lazypants 19. Appaman

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Sweet Dreams: Cuddly cottons pair well with posh plush.

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26. Little Giraffe 27. Baby Noomie 28. Wee Ones 29. Dolce Goccia 30. WubbaNub 31. Little Lady Products

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32. Mayoral 33. Young Soles 34. Angel Dear 35. Boboli 36. Level 37. Tiny Whales 38. Boboli

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Bold Moves: High-contrast colors and graphics that grab you.

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Green Goodness: Earthy inspiration keep styles grounded.

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39. Jack & Lily 40. Quapi 41. Mandala Baby 42. Boboli 43. Twelve Little 44. Bows Arts

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DESIGNER CHAT

Designs for the Times Elicia Kniffin, creative director at BooginHead, on its growing line of baby products and now protective masks. include color studies and trend reports to ly drawing, painting, sewing and building KNOWN FOR ITS mess-mitigating product explain why certain designs would be attracthings. I thought I wanted to be an architect, assortment, BooginHead has steadily broadtive to today’s market. so I prepared for that path in high school with ened its selection of pacifier clips, bottle holddrafting classes and internships. However, ers, bibs and other feeding essentials since its What’s the biggest challenge designing when I got to college, I realized the architecdebut in 2007. Now the company is helping for babies and toddlers? Safety, which is tural program wasn’t the right with the world’s biggest our number-one priority from conception fit. My boyfriend, at the time, mess, the coronavirus panto completion. Luckily, our testing facilities mentioned his friend worked demic, with a line of proand factories are very helpful in this regard. at Fossil as a designer. I never tective masks. Upcycled From a creative perspective, there’s more thought of design as a profesfrom its bandana teether leeway designing for little ones–we can be sion, but once I looked into it, I bib fabric, the masks are more whimsical, more fun! There are very immediately enrolled in classes. made from 95 percent little restrictions design-wise, which allows That’s how I ended up graduating cotton and five percent my imagination to soar. with a BFA from the University spandex, are machineof Arizona with an emphasis in washable and available Who are some designers you admire? My graphic design. in two sizes (youth and favorite graphic designers include Boelts Bros adult).

Associates (the partners at my first job), Margo Where did you get your start “What we thought were Chase (my all-time favorite), Leta Sobierajski on up to BooginHead? I interned cute as bibs, turns out and Dana Tanamachi. Fashion designers I look for my professors’ graphic design make pretty stylish masks, up to include Diane von Furstenberg, Trina firm and was hired upon gradutoo,” says Elicia Kniffin, Elicia Kniffin, creative director, Turk and Marimekko, to name a few. ating. I helped open an office for creative director, adding BooginHead them in Colorado. They taught that the company will be What’s the best advice you’ve ever received? me a lot. I then took a job nearby with a comdonating $1 of every $5 spent on BooginHead.

I’ve received lots of great advice over the years. pany where I got most of my print experience. com to Covid-19 aid organizations until May On the professional side, it’s don’t take critiWhen my first son was born, I started freelanc31. The brand will also be donating 10 percent cism personally. On a more personal note, my ing to stay home with him. I built a great client of all mask profits to various relief efforts. motto is: family first. With that, I believe it’s base through word-of-mouth. Sari Davidson “Despite all the challenges our industry is important to find something you enjoy doing (founder of BooginHead) was one of my clifacing, I ultimately see us growing and getthat fits into your day-to-day life. ents for five years before she convinced me ting stronger from this.” to go full-time.

On the messy children’s front, Kniffin says BooginHead continues to expand its Luxe line What have you brought to the of PaciGrips (pacifier clips), offering more textable design-wise at BooginHead? tures and higher-end materials for this year.

When I started, the patterns were “They’re all made with original hand-drawn solely polka dots and stripes. I prepatterns,” she says, noting styles range from sented my first round of patterns that classic houndstooth to current graphics with I thought to be fresh, cool and difpops of color. “We want each PaciGrip to be ferent, but most of them got turned a little bit of a fashion statement, whether down. That’s when I learned, as a that is a bold pattern or a sweet, soft texture.” designer, it’s important to show your As the industry navigates through the Covidinspiration for the rest of the team 19 crisis, Kniffin believes it’s more important to understand the strategy behind a than ever for designers to explore new styles major design shift. The next round I that save parents time, money and energy. showed my inspiration for each pat“Our team always welcomes new ideas,” she tern—a dress I had seen with a cool says. “Thankfully, we’re nimble enough to act pattern, graffiti on a wall, a tile patquickly on new products.” —Emily Beckman tern, etc. And it worked! The team was much more receptive. To date, Did you always dream of becoming a PaciGrips continue to be BooginHead’s top seller! my pattern presentations always designer? I was always creative–constant-

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A N O T E T O M Y YOU N G E R S E L F

The Social Butterfly SANDRA MARTINEZ ROE, CEO OF IN PLAY SHOWROOM, ON FINDING SUCCESS THROUGH CONFIDENCE, COMPASSION AND CREATIVITY.

DEAR SANDRA, The journey ahead will be filled with all sorts of twists and turns, but trust me, you’re headed in the right direction. There will be a lot to celebrate, and with that, a lot of challenges to overcome.

But don’t stress, you’ve got this! The hardest moments will actually bring the most valuable lessons...so pay attention!

I know you feel like the odds are against you right now. Raised in a small town outside Los Angeles by an immigrant family, making it in the fashion industry feels like a long shot. But stop letting those negative thoughts trip you up! Instead, thank your parents for that strong work ethic and focus on how they run their business (the good and the bad) because this will one day help you form your own small business. (Yep, that’s right. You’re going to own a business—in fashion!)

Before that though, you’re going to sharpen your skills at the Fashion Institute of Design & Merchandising. (Congrats, you got accepted!) I’ll be honest—those four years in college will be tough.

It’ll be a constant balancing act between schoolwork and a job, but you’ll get through it.

After graduation, you’ll want time to unwind. So, pack your bags…you’re going to Europe! You’re goal is to save money and find yourself (which you will).

What was supposed to be a few weeks will quickly evolve into a few months! Eventually, you’ll pick a random day to fly back home—and, immediately, the next (exciting) chapter will begin.

There will be a random guy stuck at the airport, and since you’re now open to new experiences (no matter how strange), you offer him a ride to his destination—no questions asked. As you pull up, he will mention you are driving him to the home of a ‘really cool lady.’ Turns out that lady, Barb Perlin, is the owner of Monkey Wear, one of the best children’s collections at the time. (You’ll appreciate this more later.) Anyway, you

end up chatting with Barb, who will introduce you to Leslie Kipnis, the owner of In Play, a children’s showroom in Los Angeles. The very next day, you’ll begin your career in fashion as a rep at In Play!

You will work at the showroom for a few years, until the opportunity comes along to launch a children’s collection for American Apparel, a legendary vertical manufacturing company. This experience will give you a fascinating new perspective of the kids’ industry.

All that action and inspiration will ultimately have you catching the entrepreneurial bug. That’s when you circle back to In Play, not just to work there, to buy it!

The next few years, you’ll inject ingenuity into the business, growing it with your best friend and business partner, Hilary Beck. The two of you will open locations across the country in Atlanta, Dallas and New York, in addition to Los Angeles.

The best part of this whole journey will be the incredible friendships you cultivate along the way.

Your career will be so closely intertwined to your personal life, it will never feel like a job. (Don’t listen to those who warn you about working with friends—they’re wrong!) Your mentors, colleagues and friends will be your biggest advocates, and believe me, you’ll need the support. You and your business partner will navigate a growing business, a recession (or two) and major industry shifts.

Once again, don’t stress—you’ve got this.

The gratitude you feel and express daily will drive your healthy, positive lifestyle. In turn, you will be blessed with meeting some of the kindest, smartest, coolest characters, usually when you least expect it. Each person will move you, change your perspective or even drastically alter your life’s path. So, keep learning, keep growing and always keep good people around. The good vibes will follow.

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W H A T ’S S E L L I N G

Shock Values Elyse Richman, owner of Baby Shock, entices customers with a sweet selection of grab-and-go goodies. By Lauren Parker

W

HAT’S IN A NAME? In the case of Shock, a twist of fate that’s worked out like a charm. The Westhampton Beach, NY, boutique opened in 1986, first as women’s clothing boutique, and was named after Elyse Richman’s partner, Jeff Disick, who was diabetic and kept going into “shock.” The catchy name, however, quickly caught on and the business has been thriving ever since.

Today, Shock is a three-pronged operation with Shock Women’s, Baby Shock and Shock Ice Cream stores. Richman is now in the process of merging the women’s and kids’ stores into a new 1,000-square-foot space with the ice cream shop located behind it. “There really aren’t a lot of stores where moms can shop for themselves while also shopping for their kids,” says Richman, who is re-imagining the mix to cater to trendy Hamptons babies, kids, thirty-something moms and sixtysomething grandmothers. To make room for more women’s clothes, Shock is dropping larger boys’ sizes and only going to size 4. (The kids’ mix was already 80 percent girls.)

Being in a resort town, Shock’s merchandise mix is mostly casual.

This being the Hamptons, however, brand names are important. Baby Shock’s roster includes Artwalk, Baby Sara, Sippy Baby, Baby Mish, Mish Mish, Zutano, Angel Dear, Flowers by Zoe, So Nikki, Vintage Havana, Mary Meyer and IScream, among others. Grab-and-go items are also a key draw—not to mention Shock’s adjacent ice cream parlor. “We’ve sold thousands of LOL dolls and squishes,” Richman says, noting the store jumps on trends immediately. “We also do bubbles outside the

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Owner Elyse Richman

store, hopscotch in our alley and a maze kids have to follow to get into the ice cream store.”

Over the course of 34 years, Shock has become intertwined with its Westhampton community, including participating in fashion shows over the years in area schools and churches as well as contributing to local fund raisers. Richman is grateful for all the support and being able to give back. “My customers aren’t just friends, they’re family,” she says. “I’ve shared their joys when their kids got engaged, to their weddings and births, and now they’re shopping for their grandchildren.” — Lauren Parker

How’s business? It’s been a double whammy. Last Fall the Village began a Main Street construction project, dug up streets and closed traffic. And just when we were expecting business as usual in May, wham, the coronavirus nightmare shut us down completely! But we’ve been adapting. Just like 9/11, when many people relocated to their Hamptons homes from the city, Covid-19 also sent an influx of people

out to their summer homes two months early. I opened my ice cream store two months early with text orders and curbside pick-up. A little bit of happiness with Shock Ice Cream!

How much does the ice cream shop help drive traffic to the clothing store? It does, because the ice cream is famous!

A couple of years ago, I created a cotton candy carnival ice cream cone that went viral with a post from a food blogger and millions of views. [The cone is hidden inside cotton candy]. It was even featured on Business Insider!

What’s selling amid the pandemic crisis? During this quarantine period when everyone in the family is lying around the house watching Netflix, athleisure has been doing well.

Soft sweats from Vintage Havana (animal prints, tie-dye) are doing well.

I’m going to cross over this brand with women’s sizes, so it’s teenagers and their moms. Cozy slippers and sneakers by Cientas and Mini Melissa are also selling well—no one wants to get dressed up now. So pajama pants and shorts

by Confetti and IScream for lounging are selling.

Through this coronavirus crisis, there is going to be a real awakening of what we truly need in our lives.

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How are you weathering the shut-down?

We closed the store, but we’ve sold via social media for curbside pick-up. We have moms moving out from the city who are 8-months pregnant—people are still having babies, and kids are still growing! People need things, and not all want to buy on Amazon. They’d rather support their local stores.

What’s been selling well in addition to athleisure clothes?

We’ve amped up on puzzles, games and some activity sets, especially from Melissa & Doug. I just put a post on Facebook and Instagram featuring our paint-by-number kits stating: “Paint Don’t Panic: While we are all learning to slow down and learning to take a breath from our busy lives, let’s take care of ourselves and our families.” We just got them back in stock.

People can text me for orders for curbside pickup. This is also the time that we’d be selling lots of camp gear, but that’s very much up in the air at the moment.

What might the future hold? Well, if sleepaway camps are canceled, it’s going to be a lot more crowded here in the summer, especially since people won’t be traveling internationally or around the country. They’ll stay here in the Hamptons with their kids, and who knows, when things calm down, they might just realize it’s a great place to live, and not go back to the city!

Through this coronavirus crisis, there is going to be a real awakening of what we truly need in our lives.”

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Contact: 201-391-1161 dkselectionsinfo@gmail.com www.amazon.com/trendytoes Instagram: @trendytoes_socks

FINAL CUT : CREATIVE COMBAT

Pandemic Pivot @livelykids @smooochie_baby

@warmheartsboutique

@lilbitsassy125

@lullabyelanding

dummy @shop_groove

@modernnaturalbaby @hiphiphooraydallas

@tugboatandthebird @ever.after.shop

@jujuskidsboutique

Mia Bu Milano

@pitterpattershop

FROM CURBSIDE PICK-UP and hand-delivery services to live storytime sessions and virtual concerts, childrenswear retailers continue to show resilience in the battle against Covid-19. Share your journey with us on Instagram using #EarnshawsCares!

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