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
Contact: 973-331-9009; denimndaisies.com
Hours: Mon through Sat
10 am to 5 pm. Closed Sunday.