how a local Boutique has been outfitting Staten Island children for almost three decades

by Jessica Jones-Gorman • Photos BY Alex Barreto

When Brittany Emigholz talks about the clothes she sells, the conversation bursts with enthusiasm. “Amazing lace with embellished flowers, tons of crushed velvet, lots of embroidery and sequins…oh my god the sequins!” she intoned, describing the fall styles currently stocked in her New Dorp boutique. “There are so many fine fabrics and a tremendous amount of detail this season…I just wish I could wear these outfits.”

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The 28-year-old owner of Peek-A-Boo Children’s Boutique is a self-proclaimed shopaholic who pays strict attention to detail when she’s buying for the store. A fixture on Staten Island for just about three decades, her shop is a go-to destination for Christening, Communion, Take-Me-Home, and everyday children’s fashions.

“My mother used to shop here for me when I was a baby,” Emigholz said. “I took it over in 2012, but I’ve worked here since I was 16, so it was an easy transition. I know my customers and I know this market. I’ve watched families grow and have dressed children for their most important moments.”

Originally owned by Joan DiBella and located in Huguenot, Peek-A-Boo moved to New Dorp and was sold to Cathy Hanley. When Emigholz took over the business five years ago, she placed emphasis on maintaining the dedication to customer service that the original owners had established.

“It was important to me to keep that customer base,” Emigholz said. “But I also wanted to put my own stamp on things, so I placed a focus on accessories…added tons of headbands, bracelets, and shoes, and just kept placing new merchandise in the store.”

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Emigholz scouts trade shows, scopes the Internet, and keeps in close contact with wholesalers to find the newest styles and trendiest labels. Among the top selling brands are

Hannah Banana, Mayoral (for both boys and girls), Primigi Shoes, Imoga, Zoe LTD, and Little Mass.

“We also carry Barri Lynn, which is a great accessory company and we sell items from Frilly Frocks, Kapital K, and Sparkle by Stoopher,” the owner added.

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“It’s so fulfilling to be a part of important moments,” Emigholz said. “We have outfitted for Christenings through Confirmations and beyond…every stage of life, and feature everything from dressy to casual to in-between [stock includes styles for girls from birth to age 16, boys from birth to age 7), and at the end of each season I have a huge 70 percent-off sale—clients use that sale to stock up on what they need.”

Emigholz’ shop is already fully outfitted for fall with trends like camel-colored separates for boys, embroidered jeans for girls, crushed velvet, and those “crazy amount of sequins,” but the shop owner’s thoughts are already on summer.

“I just returned from trade shows where I purchased my bathing suits for next year,” she noted. “In this business, you have to stay ahead of the curve, but I love it. It’s not like a job…it’s so much fun. I love seeing the pictures of babies wearing ‘take-me-homes’ that I helped the mother select…or helping pick out a beautiful Italian silk suit or dress for a First Communion. Peek-A-Boo is a part of so many special occasions, and that is honestly the best aspect of my job.”

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Peek-A-Boo Children’s Boutique
131-133 New Dorp Lane / 718.668.9000 / peekaboochildrens.com