Designer Kids

A pioneer in high-end children’s wear celebrates 30 years of haute “kid” tour

by Jessica Jones-Gorman • Photos By Doug Polle

When Helen Wright-Bertole first created Pitti Bimi in March of 1986, her idea was to launch a destination retail location that stocked beautiful and unique European clothing for children.

“I had this dream of opening a high-end children’s shop because it was something that no one else was doing at the time,” noted Bertole, a former accessories buyer who envisioned her concept while en route to an international children’s wear fair in Florence. “The idea was to offer clothing for children that was both unique as well as affordable, and after we launched, over time, the demand for designer children’s clothing increased, which helped the dream become reality.”

Bertole became a purveyor of designers like Armani, Kenzo, Dior, and Bonpointe, brands which, at the time, only had their own free standing stores in Europe. She traveled across the Atlantic at least eight times yearly, searching for new and interesting designers.

“When we opened our first location, there was only 500 square-feet of selling space, and we quickly outgrew the store,” Bertole recalled. “So, we moved into a two-level free standing space on Norwood Avenue in the fall of 1992 and increased to 5,000 square-feet. Over the years, the challenge became to stay ahead of the pack. As new stores began popping up, my job became more focused on exclusivity. I was never about offering what everyone else has; I wanted to be in charge of offering more exclusive collections.”

So Bertole concentrated on filling her store with one-of-a-kind items as well as a seasoned, professional staff that could dress children for occasions like Christenings and Communions, and everything in between.

“In my original space, I was limited in what I could show in windows, so I tended to put out the million dollar dresses and fabulous creations,” Bertole said. “That established me as the place to buy a drop-dead special occasion outfit, but my regular customers knew Pitti Bimi was more than that. When I moved to larger headquarters, my additional space allowed me to add American collections and other designers that filled a gap in price point. Shoppers reacted positively because they knew this was a destination for everyday clothing as well.”

Bertole, whose dresses range in price from $70 to $500, added that her standards are very high (“My need to strive for perfection always makes for a lot of stress”), but it’s a passion customers have come to appreciate.

“I want collections shipped complete, I want my color stories to match and flow. I want beautiful windows and displays throughout the store and I do not rest when things are not perfect.”

Bertole opened a separate boys store called Antixx in 2006, just down the street from Pitti Bimi, but closed the shop after five years to consolidate stock under one roof. “I needed to go back to my roots,” she explained. “Although Antixx was very successful, many customers with more than one child found it difficult to shop in two locations. In retrospect, Antixx was good…but Pitti Bimi is better.”

She draws inspiration from upmarket department stores like Galeries Lafayette in Paris, which leases space to designer brands.

“I visited that store in 2012 when my son was married in Paris and the inspiration to re-create this idea in mine was born,” Bertole said. “I returned to Deal and closed for five days, completely gutting the first floor, creating new space for the designers to show off their collections.”

While Bertole pointed out that the business has changed dramatically over the years (in part because online shopping has made it easier to find European clothes for children), she said there still is a solid need for a brick and mortar Pitti Bimi.

“If you want the exceptional, you will find it here,” she said. “Plus, we have a staff that is very knowledgeable and helpful. My baby specialist, Viralene, has her own clientele and in many cases has sold the very clothes these new mothers wore as infants.”

For Bertole, that bond with her customers is the best part of her job.

“What makes me feel special is experiencing the joy of parents who thank me for making their children feel so good in their clothes,” Bertole said. “Recently, a customer sent me the video of her son’s Bar Mitzvah in Israel, as the entire family had been clothed for the occasion. It was beautiful to watch and the confidence exuded by her son made me proud.”

And Bertole hopes to continue making those memories for years to come.

“I have so many stories from along this journey,” she concluded. “And I am happy to continue the journey through many more generations.”