Sweet William, Bronagh Staley's children's boutique (photo by Peter Staley)
With children's lines by Stella McCartney, Burberry and Marc Jacobs flying off the shelves, and Lanvin and Versace having recently announced the launch of kids' collections, it's no secret that "enfant" fashion is anything but child's play.
And no one knows this better than Belfast native Bronagh Staley, owner of the beautifully designed, carefully curated children's clothing store, Sweet William.
Not surprisingly, Staley, who opened her Brooklyn-based store in 2007, has a fashion-heavy background. She started off as a stylist and later became a fashion editor at glossies like T: The New York Times Style Magazine and the beloved but now shuttered Cookie magazine, which served as stepping stone to this venture. Says Staley, "When working at Cookie, I became aware of all the terrific, independent, yet under-represented childrenswear designers out there. While I was pregnant with my son, Fiontan, in 2007, it occurred to me that a store like Sweet William could be a hit in my Brooklyn neighborhood."
It is indeed a hit—not only in Williamsburg, Brooklyn, but also online (Staley launched her ecommerce site in April 2008) and more recently in Manhattan, where she opened a SoHo store last fall.
Staley has worked with her husband, artist and woodworker Peter Staley, to create an environment in her stores that reflects what she loves most about kids' fashion: "It is whimsical and free for the most part, and I love how kids wear their clothes with no self-consciousness involved."
Staley and her son, Fiontan
We chatted with Staley, who is pregnant again (she's due in January) about clothing trends for tots.
The Inside Source: Where did you get the idea for the name Sweet William?
Bronagh Staley: We wanted to use the name of a plant or a flower. Sweet William called out to us, because not only is it a flower; it is also a name that occurs in one of our favorite songs, Peggy O.
The Inside Source: How do you juggle being a mom and running the store?
Bronagh Staley: I am a very hard worker. Luckily, working for myself, I can make my own schedule. However, when you own your own business, it is 24/7 whether you are physically present or not. I seem to manage though, as I don't tire easily and my mind never stops.
The Inside Source: What’s it like working with your husband? What kind of vibe were you going for in designing the store?
Bronagh Staley: My husband is a talented woodworker and artist. He designed and built the store, as well as our website. He wanted to create a feeling of being in a tree house with a modern aesthetic. He basically created the Sweet William brand. We work very well together. The only downside is that it can be hard to stop talking about work when at home. I am guilty of this more than he is though!
The Inside Source: How does your past experience as an editor and stylist play a role in the kids clothing lines you carry in your store today and how you present them?
Bronagh Staley: I never had merchandising experience, but since I was little, I have always cared about how things looked and are presented. I have been able to apply this to all the fields I have worked in thus far.
patchwork dress by Honey, polka dot bloomer & pink dress by Mon Amici (both available at Sweet William)
The Inside Source: You carry the best children's clothing lines. What are some of your favorite lines that you carry now? Any favorite pieces?
Bronagh Staley: I love them all so much, so it is very hard to choose. Some of my favorites this season are Nico Nico, Popupshop, and Esp. No. 1, to name only a few. Also, we just got in these amazing, one-of-a-kind, handmade dresses from Honey Collection. And each year I tend to love the Mini Rodini winter coats.
The Inside Source: Along with children's clothing, you carry accessories and toys, books, stuffed animals, etc. How do you choose what items/brands to carry?
Bronagh Staley: I carry things that I personally respond to. I look for quality craftsmanship and functionality, and everything has to be stylish. I do indeed have a soft spot for the traditional and handmade styles. The Hansa stuffed animals are popular, as are the clouds by H - Luv, and of course the Jess Brown dolls.
left: Owl by h-Luv
The Inside Source: Any upcoming projects that you’re excited about?
Bronagh Staley: We are in the process of redoing our website and will be launching in the fall.
The Inside Source: What are some trends in children's clothing that you're seeing for summer and for fall?
Bronagh Staley: Although I always buy what I respond to rather than following trends, leopard prints seem to be having a moment with the uber-stylish Scandinavian lines.
yellow tee with birds by Nico Nico, pinstripe sunhat by Angela Devine, chambray shorts by Mini Rodini
The Inside Source: What's your own personal style like?
Bronagh Staley: I always aim for comfort, and I always tend to look a little Irish country girl maybe? What a tough question, as I usually throw myself together very fast, but I am picky when buying.
The Inside Source: Who are your favorite designers?
Bronagh Staley: A Detacher, Electric Feathers, Martin Margiela, Junya Watanabe, to name a few.
The Inside Source: Do you collect anything?
Bronagh Staley: I collect old teacups and saucers. Recently I have been focusing on blue and white color combinations and anything from the Victorian era.
The Inside Source: Do you ever use eBay for inspiration?
Bronagh Staley: Yes, when I am looking for furniture for the stores. I always look for Victorian love seats, and Victorian cups and saucers, which I collect. I look at any Victorian jewelry that is out there too.
The Inside Source: What do you shop for on eBay?
Bronagh Staley: I like to look at antiques and always books, books, books. I am an avid reader and always looking for new books, and possibly a stylish daybed to read them on.
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