A destination for parents who don’t want to dress their children like all the others. It's all about being playful and having fun. Nothing too precious here.
First Mama/Founder
Penelope
I was a hip city girl with a deep love for fashion, and then life handed me its most incredible adventure: motherhood. Suddenly, finding stylish, high-quality outfits for my little one became a challenge, and I knew it shouldn't be. That's when I decided to take matters into my own hands and open a boutique where fashion-forward moms (and cool gift-givers) could find the trendiest, most unique clothes for their little ones.
Retail runs deep in my veins--I'm the daughter of a retail merchant, after all--so the idea of curating a space that felt special was second nature. Naming the store? Easy! Smoochie Baby was (and still is, much to his dismay) our nickname for our son. Since our doors first opened in 2006, we've grown alongside our amazing customer base in ever-stylish Williamsburg, Brooklyn. We take pride in offering a carefully curated selection of unique children's clothes and gifts--things you won't find in those big box stores--and wrapping it all in a warm, personal shopping experience.
Hearing customers say, "We love this store!" or "You always have the best stuff!" fills me with pride every time. You're the reason I do this, and I couldn't be more grateful to share this journey with you.
Ringleader/Partner
Emily
Hailing from small-town Illinois, I relocated to NYC in 2008 to assist in raising my two amazing nephews. In my role as full-time nanny and auntie, many outings led me to kid-centric shopping extravaganzas, always in search of one-of-a-kind styles for kids. It took no time at all for me to sniff out our newly opened neighborhood boutique, Smoochie Baby. I loved the esthetic of the store so much that I applied to work here! What started out as a part-time sales associate position, blossomed into a wonderful partnership with Penelope. Fast forward 10 years, as Junior Partner, my keen eye for design, expertise in space-optimization, and superior customer service provide an unforgettable and unique shopping experience for our beloved Williamsburg community. My goal is to incorporate a personalized visit sure to leave every visitor to our little shop with a sense of comfort unmatched by any other establishment.
Store Manager
Raquel
Hello! As a Brooklyn native and mother of two, I thrive on connecting with families in our dynamic city. With my background in education, I’m dedicated to helping customers discover not only developmentally appropriate books and toys but also the latest in stylish and comfortable children’s fashion. I’m excited to curate a shopping experience that blends practicality with trend-setting flair for your little ones!
