For owners Bette Esposito and her daughter, Christine Gardner, the most rewarding aspect of their children’s boutique is the close relationships they have with their customers. “We get Christmas cards with children wearing our clothes,” says Esposito, a former primary school teacher and principal.
Denim & Daisies offers more than 100 designer names in sizes newborn to 16 for girls.
“Our customers grow up with us and start wanting larger sizes in the brands we carry,” says Esposito, a resident of Kinnelon.
The shop also carries newborn to 24 months sizes for boys. “After that age, we see boys wanting to shop at the mall,” says Gardner, who lives in West Orange.
The boutique was born after the duo realized there was a demand for designer children’s clothing. Gardner first starting selling her daughter’s clothing on eBay and noticed that some pieces were selling for more than she paid. In October 2003, Gardner created the website and then collaborated with her mother to open the Boonton store in May 2004.
“We wanted to be in a historic downtown instead of a strip mall on the highway,” says Esposito. “Boonton had lots of potential.”
Their goal is to provide fresh, trendy clothing lines that cover the entire style spectrum. Popular brands are Biscotti, which has a youthful flair and dressier items; Kate Mack, offering casual sports wear; and Flowers by Zoë, which is edgier and funky. Accessories, shoes, and handbags are also available. “We cater to every style and work hard to find unique outfits that will not be found anywhere else,” says Esposito. —Alicia Staffa
Denim & Daisies
Location: 713 Main Street, Boonton, NJ 07005
Voted # 1 in the Morris/Essex Health & Life Magazine's Reader's Choice Awards in 2012, 2013, and 2015
1 Denim & Daisies 8 Broadway, Denville, 973.331.9009, denimndaisies.com
My VeronaNJ.Com - ~ Denim & Daisies Retail Boutique Opens in Verona
Denim & Daisies Opening In Verona
By Tracy Bermeo on December 7, 2010
Seven years ago, the Denim & Daisies children’s online clothing boutique launched. Six months later, a storefront boutique opened in Boonton. On Wednesday, Verona will welcome the next installment of the Denim & Daisies story when the Flat Iron building (on the corner of Bloomfield Avenue and Pine Street) becomes its newest boutique location. The store owners are the mother/daughter team of Bette Esposito and Christine Gardner, whose top priority is to get to know their customers and build relationships. Enough so that they can make a suggestion for a gift for your child because they know your child’s taste and style as well as you do.
Esposito and Gardner chose Verona for a few different reasons. Gardener, of West Orange, has always loved the building and during a weekend drive with her husband saw it was available. The opportunity arose and Gardner took it. The owners love the downtown shopping atmosphere that Verona offers and feel it is a perfect match for the uniqueness of Denim & Daisies.
While the Flatiron building is unique, beautiful and historic you may be wondering about parking. The good news is that there is a small lot behind the building with four spots designated for the Flatiron building. Adjacent to that is two-hour parking on Pine Street and the area is very stroller friendly.
Aside from viable parking options, the Denim & Daisies customer service extends beyond what one may find in many stores. For example, an order can be placed online or via phone and picked up at the store (the online software will charge shipping, but it is credited back). Here is the real bonus of that service–if you have a sleeping child in your car, one of the store employees will bring your order to you, complete with Denim & Daisies signature wrapping. As the person who would love nothing more than a drive through post office where I can buy stamps or mail a package with a sleeping child in the car, this is my kind of place.
Denim & Daisies features over 100 brands from which to choose. The inventory consists of clothing, accessories, gifts, hair accouterments, backpacks, jewelry, and purses. Items changes with the seasons and range from stocking-stuffers to some shoes and boots and in the fall school items. Among the 100+ brands, some of the most popular are: Biscotti, Kate Mack, Flowers by Zoe, Little Mass and Oh! La, La Couture. Looking for Uggs? You won’t find them here, as they can be purchased just about anywhere and these women focus on offering unique items. The majority of the merchandise is designed for girls ranging in age and size from newborn to 14. For boys though, the range is from newborn to 24 months.
The grand opening celebration will be in early January following the soft launch this Wednesday, December 8. As of now the planned business hours will be Monday through Saturday from 10 a.m. to 5 p.m., but Esposito and Gardner will adjust hours and days as necessary to fit the needs of Verona residents and shoppers. If you would like to find out more or want to be on the mailing list, you can reach the owners by contacting them here , or call the Verona store at 973-433-7174.
Denim & Daisies Children's Boutique named one of the 10 Great Independent Baby Boutiques in New Jersey
Offering the latest trends from both American and European designers, Denim & Daises sells designer clothing for girls from size 0 to 14. Store hours: Monday, Tuesday, Wednesday to Saturday from 10:00am until 5:00pm. Please call (973) 331-9009 for more details
Denim & Daisies named as one of 5 Local Shops With Hearts Bigger Than a Big Box
Denim and Daisies Children's Boutique - yes! Another boutique with the actual word "boutique" in the name, and/or description! The Patch powers that be are going to love it.
Open for about a month-and-a-half in the visual perspective-challenging Flat Iron building (that's at 744 Bloomfield Avenue, call them at 973-433-7174 if you don't believe it) D&D (not as in the nerdy '80s board game) has been attracting moms and their little daughters with their exclusive selections (they have boys and girls' stuff for babies, too). Their windows and store are filled with colorful, downright cheery creations that have a certain writer's 7-year old daughter rather psyched for shopping run. All right, it's this writer, and he and his wallet are ready ... and you should be, too - spring clothes are arriving daily.