Hush Baby brings upscale fashion to youngsters

Brand names, local designs available at Uptown boutique

Ashley Coats

of the Gateway

Aimee Hentschell was a trendy mom frustrated with her options while she went shopping for her “little fashionistas” — her two young daughters.

“I’m just a stay-at-home mom that wanted a place to shop for herself,” Hentschell said. “I got tired of not finding a place to shop.”

She decided to take matters into her own hands.

Hentschell opened Hush Baby at Uptown Gig Harbor, hoping to provide a shop for trendy mothers. The store contains name brands that are frequently plastered on the pages of fashion magazines.

But instead of brand names for mothers, they’re for their babies.

“We’re definitely very fashion-forward and contemporary,” Hentschell said. “Our main focus is designer (fashions), but we have stuff for everyone.”

The items at Hush Baby range from $20 baby gifts to $450 diaper bags.

“I would say my demographic is a ... mom who wants to dress their kids in the latest fashions,” Hentschell said.

As soon as a shopper walks into Hush Baby, they likely will notice three chandeliers in the entryway, the plasma TV in the back to entertain shoppers’ children, and the miniature fashionable clothing that hangs from every rack.

“I don’t want to go into a stuffy baby store,” Hentschell said.

To go along with Hush Baby’s trendy interior, the boutique also follows the environmentally friendly movement that is gaining momentum.

“We carry a lot of organic vendors. It’s definitely the new thing,” Hentschell said. “The green is in.”

Toy safety is gaining more importance for those who shop for children’s goods. Hentschell said safety is something she keeps in mind while buying for Hush Baby.

“Just being a mom, I want things that are not only good for my kids, but other people’s kids,” she said.

Hentschell added that customer service is Hush Baby’s No. 1 priority. The store provides free gift wrapping, complimentary lattes and cookies for their shoppers.

Hentschell also said each employee is knowledgeable about the latest fashions for kids.

“We’ll help find the perfect gift for the hard-to-shop-for mom or the mom that has everything,” she said. “I want the extraordinary shopping experience for everyone.”

Hentschell carries many recognizable name brands, but some of the items in Hush Baby also come from local vendors that may not be as famous. Hentschell said she does her best to support fellow businesswomen.

“I’m a small business, and I like to promote other small businesses,” Hentschell said. “We have a lot of one-of-a-kind pieces.”

As far as inspiration is concerned, Hentschell buys much of her clothing with her two daughters in mind. She said she wouldn’t buy anything she wouldn’t dress her own girls in.

“They’re better dressed than I am,” Hentschell said. “I put my kids in a lot of very sweet clothes, and also very edgy clothes.”

Hush Baby focuses on items for children, but the store also carries items for mothers who are in “transition” — either expecting or immediately following a new birth.

“I just try to find flattering styles for both before and after (pregnancy),” Hentschell said.

The store also hosts a professional photographer, an interactive story time every Tuesday, and it can be transformed to host any sort of party.

“We’re definitely not your traditional baby boutique,” Hentschell said.