Store Spotlight: YOYA
Colombia-native Cristina Villegas takes us inside her West Village children’s concept store, Yoya.
- Photography
- Nathaniel Norwood
- Written By
- Phoebe de Croisset
When did you dream up Yoya? What were the first steps you took to making it a reality?
It sounds cliché, but the idea came from having my first little girl, Mila. I immediately became aware of the lack of beautiful, well curated children’s shops in NYC (something I definitely didn’t notice before kids!) I wanted to fill that gap and provide interesting, well-made clothing for the littlest New Yorkers. The first step was definitely searching for the perfect space.
How important was the neighborhood when it came to deciding where to be?
I wanted to be somewhere unexpected and up-and-coming. The West Village was a vastly different neighborhood back in 2002, but I loved the aesthetic of the streets and brownstones around every corner. You can never tell which neighborhoods will end up being special, but I’m very lucky I was right about ours.
What was your goal as you began to build the shop? Your promise to customers?
My initial goal was to provide what didn’t exist – a beautifully curated concept store where I, too, would want to shop. I always want to provide quality goods and a great shopping experience to everyone who walks through the door. My team here at Yoya works very hard to ensure customer satisfaction – we want everyone to leave with a smile on their face.
It sounds cliché, but the idea came from having my first little girl, Mila. I immediately became aware of the lack of beautiful, well curated children’s shops in NYC (something I definitely didn’t notice before kids!) I wanted to fill that gap and provide interesting, well-made clothing for the littlest New Yorkers. The first step was definitely searching for the perfect space.
How important was the neighborhood when it came to deciding where to be?
I wanted to be somewhere unexpected and up-and-coming. The West Village was a vastly different neighborhood back in 2002, but I loved the aesthetic of the streets and brownstones around every corner. You can never tell which neighborhoods will end up being special, but I’m very lucky I was right about ours.
What was your goal as you began to build the shop? Your promise to customers?
My initial goal was to provide what didn’t exist – a beautifully curated concept store where I, too, would want to shop. I always want to provide quality goods and a great shopping experience to everyone who walks through the door. My team here at Yoya works very hard to ensure customer satisfaction – we want everyone to leave with a smile on their face.
What differentiates Yoya from other children’s boutiques?
I think there are a few ways, but the first is definitely the in-store experience. We provide one-on-one time for our shoppers and their kids – we care a great deal for them, and love to watch the little ones grow up. The in-store experience is paramount to boutique survival. So we make sure the environment, products, and the attention to detail is all there – it’s what makes us, and our customers happy.
I also think we are different because of the trust that our customers have in us. Our customers know they will always find the best in kids’ fashion at YOYA. They are guaranteed up-and-coming brands, quality materials, and cutting-edge styles from all over the world. I only buy what I absolutely love, and they can tell – they trust if it’s good enough for my own kids, it is for theirs too.
What are some of your favorite discoveries in terms of fashion or toys/accessories?
We are big on accessories right now - Louise Misha, Tocoto Vintage, Emil et Ida. Some of my favorite recently-added clothing brands are Caroline Bosmans, Nupkeet, and Little 10 Days. We just started carrying up to size 12 years, and these brands are really great for the older kids. And for toys – I love the one-of-a-kind dolls from Mathilde de Turckheim and the beautifully designed cars from Playforever.
How does having kids help you curate the selection in the store?
It definitely helped in the beginning – I would just buy what I wanted to see my kids wearing! But now that they’re older (and I’m no longer allowed to make those decisions, ha!) they have very little to do with my selection. I always just follow my instincts and buy things I love. If I can live without it, I skip it. The shop is definitely an extension of my personal style. But my girls will always be my original inspiration.
I think there are a few ways, but the first is definitely the in-store experience. We provide one-on-one time for our shoppers and their kids – we care a great deal for them, and love to watch the little ones grow up. The in-store experience is paramount to boutique survival. So we make sure the environment, products, and the attention to detail is all there – it’s what makes us, and our customers happy.
I also think we are different because of the trust that our customers have in us. Our customers know they will always find the best in kids’ fashion at YOYA. They are guaranteed up-and-coming brands, quality materials, and cutting-edge styles from all over the world. I only buy what I absolutely love, and they can tell – they trust if it’s good enough for my own kids, it is for theirs too.
What are some of your favorite discoveries in terms of fashion or toys/accessories?
We are big on accessories right now - Louise Misha, Tocoto Vintage, Emil et Ida. Some of my favorite recently-added clothing brands are Caroline Bosmans, Nupkeet, and Little 10 Days. We just started carrying up to size 12 years, and these brands are really great for the older kids. And for toys – I love the one-of-a-kind dolls from Mathilde de Turckheim and the beautifully designed cars from Playforever.
How does having kids help you curate the selection in the store?
It definitely helped in the beginning – I would just buy what I wanted to see my kids wearing! But now that they’re older (and I’m no longer allowed to make those decisions, ha!) they have very little to do with my selection. I always just follow my instincts and buy things I love. If I can live without it, I skip it. The shop is definitely an extension of my personal style. But my girls will always be my original inspiration.
Discover the West Village with a few of Cristina’s favorite local spots.
REBEL COFFEE – for the best Americano in the neighborhood
BONSIGNOR – perfect for a quick mid-day soup, salad or sandwich
EXTRA VIRGIN – best dinner spot, especially in summertime when the outdoor seating is open – it’s also perfect for people-watching
ABINGDON SQUARE GREENMARKET – Every Saturday, the Farmer’s Market is full of fresh produce and seasonal specialty treats
REBEL COFFEE – for the best Americano in the neighborhood
BONSIGNOR – perfect for a quick mid-day soup, salad or sandwich
EXTRA VIRGIN – best dinner spot, especially in summertime when the outdoor seating is open – it’s also perfect for people-watching
ABINGDON SQUARE GREENMARKET – Every Saturday, the Farmer’s Market is full of fresh produce and seasonal specialty treats
