Pirouetteblog — Sugarloaf a consciously-curated concept store for children

When Florence was in NYC for Pirouette she met up with Danielle Delaloye owner and founder of consciously-curated concept store for little ones at the The Hudson Collective. Interested in Danielle’s curated selection Florence interviews Danielle to find out more.

Could you tell us a little about your online shop Sugarloaf?
Yes, Sugarloaf was a big dream that I realised in 2017. It is an online store dedicated to babies and toddlers up to 3 years old. We are selling organic baby clothes and layette, unique handcrafted and ethically-made baby essentials, soft toys and gifts. I really wanted to offer a beautifully-curated shopping destination, with different brands than the other shops. And it’s very important to me to highlight beautiful independent brands and makers on ilovesugarloaf.com, because their work is amazing and they share the same values as me.

Which brands do you carry and why?
I love carrying brands like the Los Angeles brand Go Gently Nation. They do have an understated cool vibe and work only with beautiful and high-quality fabrics. Everything is designed and produced in LA. The Danish design brand Fabelab is another brand that I truly love, because they offer what I would have bought for my kids when they were babies. Their design is stunning, smart, functional. The materials are amazing and everything is sustainably-made in India. KidWild Organics, EllieFunDay, Noe&Zoe, Kalinka Kids, Winter Water Factory, Maileg among many others, are also part of Sugarloaf’s family. Almost all the brands are owned by strong and talented women, who share a common purpose. They work ethically and try to make a difference. I like that.

Why did you called you store Sugarloaf?
Well, this is a tribute to the beautiful city of Rio de Janeiro where I was born. And also because when I was a little girl, I used to eat a little ” pain au sucre” (a sugarloaf) as my daily afternoon snack in Switzerland, where a grew up. I used to love these so much! A Sugarloaf is sweet, it smells really good and it’s round exactly like a baby :)

What is your background?
I used to be a journalist, working for a lifestyle magazine among other publications and I have always had a passion for fashion design and the children’s fashion industry. I’ve been in this industry for a while now…I worked with beautiful brands such as Oeuf NYC. I was their PR. Then I launched Impress Pr Studio, my own PR agency. At that time I was lucky enough to have clients like Velveteen and the Spanish brand Nobodinoz….Then in 2017, I decided to create my online baby shop.

Tell us about you and your family…
I was born in Rio de Janeiro and I grew up in Switzerland. I studied and became a journalist for one of the major press groups there. I moved to New York in 2004. I am the mother of 2 great kids, Léon and Joséphine. My husband is a documentary filmmaker and reporter and we’ve been lucky to live in Brooklyn for many years now. This only thing missing to our family is a dog, but we’re woking on it!

What’s next for Sugarloaf?
Try to continue to grow the business of course, which is a true challenge! But the most important thing for me is to make sure that my clients are happy when they order from the shop. I want them to know that when they go to ilovesugarloaf.com, they will have a choice of unique, safe and high-quality products, that are ethically made for their baby by independent brands.