Editor’s Letter

Dec 4 2013
Getting to Yes
Make a resolution to reel in shoppers next year with a mix of new media and tried-and-true personalized service. Here’s a little-known fact about Earnshaw’s: We share an address with a rotating cast of tech start-up firms. In what’s become a bit of company lore, Ashton Kutcher even stopped by the building once to check […]
Oct 3 2013
In the Loop
Summer’s hottest bracelet proves once again how fast-growing accessory fads can be a retailer’s best friend. After a quick glance at the parents in the Earnshaw’s office, it’s clear the watch is no longer the de rigueur wrist accessory—instead it’s a woven rubber bracelet crafted by the kiddos at home. That’s because the Rainbow Loom, […]
Sep 3 2013
It’s Easier Being Green
Unlike a decade ago, the organic market is becoming increasingly stylish and affordable. A longtime friend just had her first baby. It was a difficult pregnancy, and her son was born early and spent more than two months in the NICU. After he finally made his way home, I had the joy of watching her […]
Jul 29 2013
Confessions of a PANK
Have you spotted a PANK in your store? If reports are to be believed, she will be toting a designer handbag and possibly a latte, with no kids in sight. Even so, she will spend big on children’s apparel and gifts. That’s because a PANK is the latest demographic dreamed up by marketers: A professional […]
Jul 9 2013
Royalty Payments
Summer’s high-powered new parents are poised to set off a sales bonanza for a few lucky kids’ brands. It’s safe to say we’re pretty excited about the arrival of the royal baby here at the Earnshaw’s office. Two years ago, Fashion Editor Angela Velasquez feted the nuptials uniting Wills and Kate with scones and clotted […]
May 31 2013
Once Upon a Patent Leather Mary Jane…
Finding the right shoes for little feet is a fairy tale come true. Blame it on Cinderella. When a prince comes calling with a perfect glass slipper in tow, what girl wouldn’t swoon? How can we be blamed for a lifetime obsession with shoes when our earliest introduction to fine footwear is so tempting? It’s […]
Feb 7 2013
Call of the Wild
It’s a jungle out there in Fall ’13 tween fashion. We shot our February tween issue not in the African savannah but in the urban jungle of Greenpoint, Brooklyn. Photographer Katrina Tang set up a denim background, while models donned leopard and floral print jeans, animal graphic tees and funky headgear like cat headbands and […]
Jan 8 2013
Tag, You’re It!
Skater-style duds, cool coats and skullcaps roll in for Fall ’13. I grew up thinking the New York high school backdrop to the TV show Fame was the coolest school in the world. After visiting New Design High School for our latest photo shoot, it’s clear this school joins the ranks, namely for their “best […]
Nov 27 2012
Bright Skies Ahead
Retailers recover from Sandy and look forward to a brighter spring. We can direct so much in retail, from our merchandise selection and the layout of our stores to our window displays, but weather is something that’s simply beyond our control. Slightly skeptical after the hurricane media overload from last year, when Irene took a […]
Sep 25 2012
Farmhouse Rock
Tweens re-write the fashion rules. Paging through old issues of Earnshaw’s from the ’60s, I laughed out loud when I learned we called those 8 to 12 inbetweeners “sub-teens.” Now they’re simply dubbed “tweens.” But both these names betray the fact that we haven’t quite figured them out. They are more sophisticated than toddlers, but […]
Aug 27 2012
Slice of Life
Fifties Americana takes over infant and toddler fashion for spring. it’s a new era, that’s for sure. Although springtime fashion harkens the ’50s, an idyllic decade where children frolicked outside with sweet naivete and mothers were a staple of the homestead, this modern take is manufactured just as female CEOs with babies on the way […]
Aug 1 2012
Summer Lovin’
Swimwear is awash with retro prints for 2013. With the summer in full swing, we jetted off to Malibu, CA, to unveil next year’s swimsuit collections. In “Mellow Yellow,” we celebrate the sun, the surf and the good times that the season brings. Designs had a distinctly retro vibe, captured by West Coast photographer Rachel […]
Jul 13 2012
On Occasion
Festive attire takes center stage as Earnshaw’s finds many reasons to celebrate. When Kathy Ireland spoke at the annual Kids in Distressed Situations (K.I.D.S.) Women in Industry luncheon in May, she encouraged the audience of prominent women and men to stretch out their arms and see how many lives they could touch. Being connected in […]
May 31 2012
License to Sell
Characters, bands, sports teams and fashion labels rule the licensed apparel world. Licensed apparel has always fascinated me, and this month, we delved deeper into this burgeoning segment of the children’s market. It’s clear that the licensing world is enormous, and brand building is at the forefront as licensed entertainment properties proliferate in the digital […]
Mar 6 2012
Rainbow Bright
Pop goes the color for children’s fashion this fall. For Fall 2012, clothing in a rainbow of colors and a kaleidoscope of spots and stars takes center stage: What better way to give some much-needed pep to autumn’s traditionally muted shades and welcome the back-to-school season? Photographer Frances Tulk-Hart gave our models free reign in […]
Feb 6 2012
Tween Angels
Happy days are here again for denim jeans and plain white tees. The hairspray was in full force for our February tween issue. Little rockabilly greasers with hair out to there did their best James Dean impressions and rocked an afternoon at the studio. Channeling the ’50s, with ducktail hairstyles, leather jackets, plain white tees, […]
Jan 12 2012
Auld Lang Style
This year will be a very special year for us at Earnshaw’s. In April, we celebrate our 95th anniversary, and to prepare, we are spending weeks rifling through our archives, learning what it was like to be a retailer and own a part of the “American Dream” in 1917 and the decades that followed. Those […]
Nov 29 2011
Setting Sail
On a gorgeous fall day, the Earnshaw’s team cruised out to Fire Island with a super-sized menagerie in tow. In “Flying High,” photographer Cleo Sullivan captured our models posed in their nautically inspired springtime best—with vintage details, shipshape stripes and a patriotic palette—alongside 8-foot penguins, a taxidermist’s fox and a flock of oversized butterflies. Needless […]
Oct 4 2011
Paris Calling
We got off the plane in the French capital with suitcases chock-full of spring’s best for our October fashion story, “Dream.” Photographer Dani Brubaker captured twins Callie and Dylan, some of our favorite models state-side, as well as top European talent Thylane, in timeless tween separates, understated and classic with checks, stripes, swings, poufs, delicate […]
Sep 5 2011
Secret Garden
Little girls and boys tiptoed through the tulips, played in the poppies and hid in the hedgerows for our September fashion story, “Gnome is Where the Heart is,” which revels in the magic and kitsch of childhood. Before the shoot we reached out to friends and family and scoured eBay to source a fun array […]

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