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.




Sugarloaf, Online concept baby store based in Brooklyn
https://ilovesugarloaf.com/
Katie Kendrick
Curly haired Editor of Pirouette & journalist for various publications. It's my pleasure to talk business, culture and life here at Pirouette.
Subscribe to Pirouette's monthly Newsletter.
You might also like
March 13, 2019
Velveteen to launch Notting Hill London Store
Velveteen is poised to infuse a touch of Californian style into Notting Hill, London with the opening of their first UK based store. Velveteen will celebrate the launch on the 20th March. Pirouette…
February 18, 2019
Hilma af Klint: Paintings for the future
Paintings for the future GUGGENHEIM, New York. Oct 12th 2018- April 23 2019 Ground breaking Swedish abstract artist Hilma af Klint was convinced in the early 1900's that the world was not ready to…
February 6, 2019
KiSSe SS19 – The Sea Attacktion
A stop motion animation by KiSSe for their SS19 collection. A girl with purple hair, a six-eyed octopus and a mermaid. The KiSSe collection aims to empower the child’s imagination and expression by…
February 26, 2018
Cherrypapaya
Independents opening their own flagship store seems to be something we are seeing with labels of late. This is not to say they are moving away from wholesale but rather creating a central base to…
August 31, 2013
Fun, Clever, Original Toys For The Whole Family
Opened in May 2010 Le Pingouin De L'Espace (The Space Penguin) is an "Intergalactic French Webshop" proposing a range of unique toys and design toys for kids as well as kids birthday party supplies.…
July 1, 2012
The joy of dressing up
This is the kind of look I was trying to achieve as a little girl, in my dress up and disguise sessions. I was digging into my mum and dad's closets, into the attic in search of hats and other…
February 23, 2012
The colours of Peru
Peru, a festival of colours - Here I will let the images speak! …
October 17, 2011
New e-store, made in Switzerland
. Name of the e-store: Boutikids.ch Country: Switzerland Date of launch: September 16, 2011 Name of the founder: Inga Aellen & Daniela Raia. Inga is mother of 4 year old twins — Jan…
September 17, 2010
On the toys corner
There are great new additions to the beautiful and green collection of PlanToys : a rodeo horse, a pull-along dog, a dishwasher set, a treehouse and more. PlanToys creates innovative…