6 And the Award Goes to...
Meet our 18 2024 Earnie Award winners, recognized for their excellence in design and innovation.
42 Retailer of the Year
A concierge approach to retail has made Tutti, Long Island, a go-to destination for more than 30 years.
4 Editor’s Note 26 On Trend 47 Final Cut
Lizette Chin Senior Vice President
No elle Heffernan Vice President & Publisher
Ann Loynd Burton Editor in Chief
Nancy Campbell Trevett McCandliss Creative Directors
Mariah Walker Fashion Director
Sabrina Shapiro Social Media Manager
Abby Young Proofer
PRODUCTION
Laurie Guptill Production Manager
Mike Hoff Webmaster
Bruce Sprague Circulation Director
Greg Dutter Editorial Director
Carroll Dowden Chairman
Mark Dowden President & CEO
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IF YOU’RE PEELING open this issue, you’ve probably noticed we have a new name…
You won’t be surprised to learn that it’s not our first update in 107 years. Looking back, George F. Earnshaw founded our publication in 1917 as The Infants’ Department. In the early 1930s, the name was tweaked to Earnshaw’s The Infants’ and Children’s Department , then became Earnshaw’s Infants’ & Children’s Review in the 1960s, and finally shortened to Earnshaw’s by the early 1990s.
We’ve come a little bit full circle, honoring our founder while putting the emphasis back where it began: kids. In fact, there are many parallels between then and now. In 1917, the U.S. had just entered
WWI. In a time of uncertainty and political upheaval, culture and technology was plowing full-speed ahead. The telephone opened new opportunities for buyers, and the first commercial jazz recording was hitting airwaves.
We find ourselves at a similar touch point, where political uncertainty is met with rapidly evolving technology (looking at you, AI). Back then, retailers doubled down on what worked. In the December 1917 issue of The Infants’ Department, buyer Ady L. Collins wrote that every store should make shopping “as easy and pleasant as possible.” She suggested making mothers comfortable and even offering to take little ones off their hands so they could shop.
It’s really not so different from the advice shared by Christina
Connelly, owner of New York boutique Tutti, our Retailer of the Year, who says, “Part of being a successful retailer is, you have to check all of the boxes — the client has to have the whole experience.” (Read more about the store’s “secret sauce” on page 42.)
This is the constant dance: learning to stay with the times without losing sight of the age-old tenants that drive success. That’s exactly the balance we aim to strike at Earnshaw’s Kids, and it’s a formula all of the brands recognized in this issue have mastered.
So as we celebrate these innovative Earnie Award winners under our new name, consider it our promise to keep moving forward without forgetting where we came from.
Hats (and shoes, pajamas, stuffies…) off to these groundbreaking brands, whose innovative designs have brought equal parts joy, style, and functionality to the children’s industry this year.
MEET OUR 2024 EARNIE AWARDS WINNERS
Creating trendy yet practical denim for kids is all about smart design and versatility. One of our popular styles, the ‘baggy’ fit, offers just that — style and function in equal measure. These jeans are perfect for mixing and matching: pair them with an oversized T-shirt for a relaxed on-trend vibe or with a classic shirt for a more polished look.
Mayoral is Spain’s leading children’s fashion brand and one of Europe’s premier names in specialized children’s clothing. Collections blend comfort, style, and quality with a dedication to every detail.
The brand covers newborns through juniors, with designs that feature vibrant colors and a cheerful spirit, made to accompany children in their daily adventures.
Possibilities are endless! The tween market is an amazing market to be part of. We design statement pieces that are not only on trend but also age appropriate. Expressing yourself through how you dress is a large part of the tween market.
This luxury high fashion brand focuses on statement pieces for youngsters, defined by unique fabrications and impeccable construc-
tion, design, and fit. The brand’s goal? To empower little girls to feel confident while wearing MIA NEW YORK.
Early Sunday brings a European sophistication combined with an American sportiness to the baby and girls market.
Early Sunday crafts heirloomquality pieces with exquisite detailing, soft prints, and delicate embroidery, created by the top creative talents from luxury designers.
This British brand has been designing clothes for boys newborn to 16 since 2018, as well as matching dress shirts for dad. With more
Me & Henry fills every hole in the boys’ market. As well as the usual tops and bottoms, we cover everything from swimwear and outerwear to suiting and footwear.
than 500 new styles per season, the brand delivers classic styling, quirky fabrics, and fabulous colors.
Experiencing occasion dressing can be joyful for children. Letting children’s creativity bloom as they experiment with vibrant colors and playful patterns not only builds their confidence, but it also fosters their artistic side while elevating their sense of taste and personality.
Petite Hailey is a luxury kids brand envisioned by founder, owner, and designer Claire Lee. Pieces are inspired by the Southern California lifestyle. With high-quality dresses and tops, Petite Hailey fills the void in the market for tasteful and exclusive children’s clothing.
Children are always moving, and without the correct fit and comfort, kids get irritable and fussy.
Esme offers high-quality products using signature lace, soft fabric, and a rosette detail. This brand is made in the U.S., created for comfort and style.
A premier destination for exceptional children’s toys, accessories, and décor, MON AMI offers whimsical designer dolls, cuddly plush toys, beautiful blankets and pillows, unique nursery decor, and magical holiday favorites.
French for “my friend,” MON AMI creates one-of-a-kind treasures that both children and parents love. Whether creating a precious tea set or holiday plush ornament, products are handcrafted with an elegant European flare.
The perfect gift is one that wraps little ones in comfort, sparks their imagination, and brings a smile to both baby and parents alike. Think of snuggly plush toys, soft blankets, or adorable keepsakes that will be treasured for years to come.
At Baby Club Chic, the most important aspect of newborn clothing is a perfect blend of comfort and practicality — without compromising on adorable designs.
Baby Club Chic is a family-owned Peruvian company that specializes in designing and manufacturing clothes for babies and children, made from 100% Pima cotton. The material is extra soft, durable, and comfortable for babies’ and kids’ skin and helps them regulate their temperature in the early months. The brand is passionate about creating unique, soft, and stylish apparel for our little ones.
Wee Ones has been America’s most popular brand of girls’ hair accessories for more than 45 years. Known for timeless hair bows as well as seasonal fashion collections that provide the perfect comple-
Hair bows are sweet, playful accessories that complete any outfit –dressy or casual. The same outfit can be dressed up with a fancy coordinating bow or dressed down with a fun print or embroidered design! The most important factor in completing a little girl’s head-to-toe look is her smile when she feels confident and special wearing the perfect bow.
ment to on-trend looks, the brand has expanded to include infant and toddler hats and its newest product, Wee Ones Wundershorts — a line of premium modesty shorts for toddlers to teens.
We believe great kids’ sleepwear should emphasize comfort and fun with engaging colors and whimsical designs that spark imagination and make bedtime something to look forward to.
KicKee is committed to delivering innovative, high-quality, and comfortable clothing for babies, children, and adults. Its ultrasoft, sustainable fabrics are made with a focus on both functionality and fun, with a strong emphasis on safety and durability. The brand celebrates the joy of childhood, providing parents with stylish and practical options that inspire in their little ones’ sense of wonder and play, and the adult line embodies the same commitment for grown-ups.
Guided by a love of nature and thoughtful design, Hatley creates stylish and sustainable clothing for families. The goal? For every item in a collection
to be something a child wants to wear, not has to wear. Jackets and clothing are well made, are classically designed, and feature timeless prints.
Make it a jacket they want to wear. If they love the images on their jacket, and it’s comfortable, it’s a breeze getting your child to wear it. You can spend the rest of the day convincing them to eat carrots.
Shade Critters originally emerged out of a personal need for sun safety for the founders’ own children. The goal was to create swimwear with a dress-up element that was fun and fashionable, while ensuring
UPF50+ sun protection. Launched in 2016 with just a handful of rashguards and swim sets, Shade Critters now offers several hundred styles of swimwear, resort wear, and activewear.
Great kids swimwear starts with focusing on what styles kids will love along with ensuring the quality and sun protection that parents need.
Known for earthy, muted color palettes and nature-inspired prints, the brand caters to parents who value both aesthetics and functionality. Each piece is unique and designed to be cherished, featuring heirloomquality fabrics that are built to last through multiple seasons.
What began for Kelli Murray Larson in the winter of 2014 as a passion project inspired by her own children, Rylee + Cru is now an established children’s clothing brand sold in more than 800 retail boutiques in more than 25 countries. The brand merges art and imagination in an array of timeless silhouettes and muted colors, giving pieces a soft vintage feel, right out of the box. All of the artwork is original and handillustrated. The shapes are comfortable, and the fabrics are soft, making getting dressed easy for both the children and parents alike.
Melissa balances casual and playful looks by incorporating trendy silhouettes and modern takes on nostalgic styles, and exploring vibrant colors and eye-catching motifs. We create products that are both fashionable and appealing to kids, while focusing on comfort and functionality for the practical mom.
Established in 1979, Melissa creates innovative, stylish footwear inspired by fashion, art, and design. The Possession, Melissa’s most recognized style and the original “jelly shoe”, was released in the 1990s and quickly became a global phenomenon. Today, Melissa has a presence in over 80 different countries around the world. All styles are made under the highest ethical standards from hypoallergenic Melflex, a proprietary material that is 100% cruelty-free and 100% recyclable.
Exceptional softness is the cornerstone of the Angel Dear brand. Baby’s comfort is the underlying principle behind every design.
As a small team based in the San Francisco Bay Area, Angel Dear creates classic baby and children’s clothing and accessories with a modern sensibility and attention to special details. Collections are sophisticated without being too serious with an ethos that little ones’ first months and years are a time to luxuriate in the joys of childhood. Using only the finest bamboo, muslin, modal, thermal, corduroy, French terry. and more, Angel Dear pieces are special enough to be passed along to the next
There is a Swedish expression, “den röda tråden,” that means “the red thread.” This throughline ties everything together and gives it meaning, and for Hanna Andersson, that thread is iconic design and a genuine commitment to sustainability. The brand is committed to using organic, harm-free materials; participating in fair trade practices; and working toward circularity. Its organic cotton is softer and stronger than regular cotton, designed to be worn and re-worn again.
Our red thread began over 30 years ago, when Gun Denhart, a Swedish woman living in the United States, founded Hanna Andersson. Her goal was to outfit the adventure of childhood by embracing distinctly Scandinavian principles.
Playing dress-up gives children the creative space and freedom to let their imaginations run free, and it empowers them to be anyone they want to be. If they can dream it, they can do it!
Sweet Wink is a children’s clothing company founded by a mother-daughter duo that specializes in picture-perfect outfits for milestone moments. Whether it’s a birthday, holiday, or just another Tuesday, Sweet Wink believes there’s always a reason to celebrate. The company has grown from the dining room table to thousands of boutiques, department stores, and homes worldwide. Every order is packed with love from the founders’ hometown warehouse. The brand also has a celeb following, including Khloé Kardashian and Mandy Moore, to name a few.
Our laundry care has quickly become some of mom’s favorite products for baby and herself. Developed for baby’s delicate skin, but perfect for mom’s dainties.
Founded in 2003, Noodle & Boo is a mission-driven company dedicated to using its products and profit to help children in need. The brand sets a luxury standard in skincare and laundry essentials for the whole family.
Vacation vibes call to mind exotic destinations and road trip fun.
The popular motif is back for Spring ’25 with a sweet, sophisticated vibe.
Retro ’80s vibes return in the form of saturated hues, sequins, and color blocking.
Tenniscore styling is a hit for the younger set.
A CONCIERGE APPROACH to retail has made this Long Island store a go-to destination for more than 30 years.
“I’ve been doing this a long time,” explains Tutti owner Christina Connelly, who co-founded the business in 1990. While some things have stayed constant (like an unparalleled commitment to customer service), Connelly isn’t afraid of change. Recently, she brought her daughter Caroline on board and has welcomed her “new, fresh eye” to the mix. “I have the experience of what to buy and what not to buy, but she has a younger feel, so it’s a good combination,” the elder Connelly adds.
She originally co-founded Tutti with a women’s retail business owner, and the team had locations in Manhattan and the Hamptons. Eventually, Connelly bought out her partner to become the sole owner, focusing on one location on the North Shore of Long Island. Earlier this year, the store moved into a new,
We wrap beautifully… From the moment you walk into the store until you leave with a purchase, it’s a whole experience. That’s very important these days. Stores and even department stores don’t do that anymore. Here, it’s a special and unique experience. — Christina Connelly
larger building in Greenvale, NY.
Over the years, the store has weathered it all, from the financial crisis to an attitude shift of wanting kids to look great followed by Target coming along with a new, dresseddown aesthetic. “Now with social media, kids have to look good again and have their own style,” she adds. The trick to succeeding through it all, Connelly says, is creating a 360-degree experience.
“Part of being a successful retailer
is, you have to check all of the boxes,” she confirms. “The client has to have the whole experience. We have scented air in the store. My sister is our merchandiser, and she does beautiful displays that change weekly. I have someone come in and fold everything so the piles are neat and perfect.”
Beyond the presentation, a dedicated team is paramount. “We have a great team of women, and together they make that secret sauce,”
Connelly confirms. The store has experienced salespeople who help every client who walks through the door in a hands-on fashion. “We wrap beautifully…From the moment you walk into the store until you leave with a purchase, it’s a whole experience,” she says. “That’s very important these days. Stores and even department stores don’t do that anymore. Here, it’s a special and unique experience.”
Instead of trying to expand to more locations (a constant request from customers), Connelly is focusing on maintaining that high standard
of service at one store. Another strength in the Greenvale location has been a booming gifting business. “Everybody needs a baby gift! We do shower gifts, corporate gifts, and put them together in beautiful baskets,” she explains. “When we do our buying, we opt for things we know go together, like a sports theme, for example. It’s a beautiful presentation.”
When it comes to buying, Connelly is always looking for the next great product. She attends all of the children’s and gift trade shows, scouring products every day of the fair.
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“When we’re on vacation, we’re in the gift stores,” she laughs.
The result is an impeccable product mix. Tutti offers both pre-made baskets and custom designs. Overall, Connelly describes their business model as a concierge service, which drives a lot of repeat customers. Guests can come in to browse, or there is always an experienced salesperson available. They can also make an appointment for a one-on-one consultation.
Instead of driving traditional e-commerce, Tutti extends this model to the digital realm through social media. “We have a big Instagram following
that we sell from,” Connelly explains. “We have many repeat customers who buy off of Instagram like a concierge. We’ll keep their credit card on file, and we’ll ship all over — from Florida to Canada.”
When someone sends a DM on Instagram, they are engaging with a real person. That sales associate will often get their number to reach back out and text them when new items come in. The store keeps up with daily content and has dedicated staff to responding on Instagram. “We’ve developed that client base, and over time it becomes a personal relationship,” Connelly says.
A heartfelt thank you to our wonderful retail partners for voting for us!
We’re truly grateful and will keep working to give babies the love and comfort they deserve with our soft 100% pima cotton garments.
THIS OCTOBER, THE Glam Z Gala returned to LA, headlined by a multi-designer fashion show highlighting our industry’s leading trends. Thanks to sponsors Pixi, YourMomCares, Pizza Girl, and Caliwater, Glam Z offers a platform for aspiring models and creatives.
“The Glam Z Gala empowers children to shine, showcasing their creativity through fashion, performances, and collaborations with industry pros,” confirms Founder Anna Matchneva. “Celebrating talent, skill-building, and social responsibility, it has grown into a movement inspiring and uplifting the next generation.”
This year’s runway featured a diverse array of designers, with styles ranging from from streetwear to couture. According to Matchneva, the fashion on display embraced the essence of childhood, celebrating kids’ love of play and freedom of expression. “Clothes hold emotional significance as children grow and shape their identities,” she adds. “Today’s kids, more independent and bold, prefer colorful, playful choices, and strongly influence their parents’ purchases.”
january 25-27, 2025 february 9-11, 2025
