Retailer of the Year: Tutti – Greenvale, NY

Christina and Caroline Connelly

“I’ve been doing this a long time,” explains Tutti owner Christina Connelly, who co-founded the business in 1990. While some things have stayed constant (like an unparalleled commitment to customer service), Connelly isn’t afraid of change. Recently, she brought her daughter Caroline on board and has welcomed her “new, fresh eye” to the mix. “I have the experience of what to buy and what not to buy, but she has a younger feel, so it’s a good combination,” the elder Connelly adds.

She originally co-founded Tutti with a women’s retail business owner, and the team had locations in Manhattan and the Hamptons. Eventually, Connelly bought out her partner to become the sole owner, focusing on one location on the North Shore of Long Island. Earlier this year, the store moved into a new, larger building in Greenvale, NY.

Over the years, the store has weathered it all, from the financial crisis to an attitude shift of wanting kids to look great followed by Target coming along with a new, dressed-down aesthetic. “Now with social media, kids have to look good again and have their own style,” she adds. The trick to succeeding through it all, Connelly says, is creating a 360-degree experience.

“Part of being a successful retailer is, you have to check all of the boxes,” she confirms. “The client has to have the whole experience. We have scented air in the store. My sister is our merchandiser, and she does beautiful displays that change weekly. I have someone come in and fold everything so the piles are neat and perfect.”

Beyond the presentation, a dedicated team is paramount. “We have a great team of women, and together they make that secret sauce,” Connelly confirms. The store has experienced salespeople who help every client who walks through the door in a hands-on fashion. “We wrap beautifully…From the moment you walk into the store until you leave with a purchase, it’s a whole experience,”  she says. “That’s very important these days. Stores and even department stores don’t do that anymore. Here, it’s a special and unique experience.”

Instead of trying to expand to more locations (a constant request from customers), Connelly is focusing on maintaining that high standard of service at one store. Another strength in the Greenvale location has been a booming gifting business. “Everybody needs a baby gift! We do shower gifts, corporate gifts, and put them together in beautiful baskets,” she explains. “When we do our buying, we opt for things we know go together, like a sports theme, for example. It’s a beautiful presentation.”

When it comes to buying, Connelly is always looking for the next great product. She attends all of the children’s and gift trade shows, scouring products every day of the fair. “When we’re on vacation, we’re in the gift stores,” she laughs.

Baby gift baskets

The result is an impeccable product mix. Tutti offers both pre-made baskets and custom designs. Overall, Connelly describes their business model as a concierge service, which drives a lot of repeat customers. Guests can come in to browse, or there is always an experienced salesperson available. They can also make an appointment for a one-on-one consultation.

Instead of driving traditional e-commerce, Tutti extends this model to the digital realm through social media. “We have a big Instagram following that we sell from,” Connelly explains. “We have many repeat customers who buy off of Instagram like a concierge. We’ll keep their credit card on file, and we’ll ship all over — from Florida to Canada.”

When someone sends a DM on Instagram, they are engaging with a real person. That sales associate will often get their number to reach back out and text them when new items come in. The store keeps up with daily content and has dedicated staff to responding on Instagram. “We’ve developed that client base, and over time it becomes a personal relationship,” Connelly says.