After feeling confused and overwhelmed while preparing for her second baby, Katerina Williams wished that all the best baby products could be in one place. And if there was any one place she could choose, it would be the Hamptons.
So when Williams set up her baby boutique, Lullanest, last May, she chose a location right on Main Street in East Hampton. “[The Hamptons] contrast the bustle of the city life, so I thought that would be a great environment to go shopping for a baby when there’s already essentially a calming, soothing place, and then [Lullanest] has a highly curated selection of the best products,” Williams says.
Although the Hamptons are, for some, a seasonal destination, many families have a special relationship with the area that lasts year-round. “I understood [the relationship] once i developed it myself,” Williams says. “I saw that we want to be near Manhattan but we also need a space that’s completely different.”
Lullanest, the first baby boutique in the Hamptons, offers an opportunity for parents who live in the city to gather, purchase products, and share an experience. Before, some parents shopped mainly online or would drive as many as 60 miles to get to a baby store.
There’s a big focus on personal experience in Lullanest, from Williams’ tested products to their newly launched blog to in-store programming. Currently, Lullanest hosts events like Sunday Singalongs and Infant CPR. They plan to add more programming this summer. “We want to make sure that we become a place that families really feel comfortable,” Williams says. “We wanted to continue that feeling where you can drop in with your family and get some advice or learn something new or have a fun experience, like a singalong, and also have things that I think are really important, just be a resource hub for young families.”
In the boutique, there’s a focus on high-quality, parent-approved products as well. This isn’t only in a general sense—Williams and her employees will test products themselves so they can vouch for the merit of everything they sell. These trials are complemented by research Williams conducts on her own and through her “mommy network.”
Lullanest also will be participating in Jessica Seinfeld’s non-profit organization, Baby Buggy in June and July. People who donate gently used items to Baby Buggy will receive Lullanest gift credits towards new item purchases. Also upcoming is the boutique’s one-year anniversary, or its First Birthday Celebration. The day of festivities, on June 20, will include programs like singalongs, face painting, and a balloon artist, as well as raffles, gifts, and free wine for parents.
This first birthday celebration looks to be the first of many. As time passes, Williams continues to research new products and adapt her store with the very best. With Lullanest’s newly launched blog, in-progress shopping site, and upcoming classes, Williams is looking toward expansion to a second location. With Lullanest as her first retail experience, as it passes its one-year anniversary, Williams says, “One thing I’ve found from opening my business is it’s like renovating a house—it takes twice as long and twice as much.”
To learn more, visit lullanest.com!
