Recently we got in touch with children’s clothing store owner Bronagh Staley to find out her favourite picks for Christmas, and to ask the very serious question we should all be asking ourselves at this time of year, am I on Santa’s good or bad list ?

Bronagh’s store Sweet William carries a carefully selected collection of children’s clothing produced by independent designers. When entering one of the three locations Williamsburg Brooklyn, downtown Manhattan and Silverlake Los Angeles you will find predominantly organic and ethically made pieces with a focus on environmentally friendly manufacturing and high quality. But don’t worry if you’re not living in the US, there’s no need to commandeer Rudolph and Santa’s sleigh… thankfully they have an online shop.


Bronagh’s Festive Fave’s

1.Cabbages + Kings pom pom bootie, pink.



2. Kidcase Nat sweater, navy
3.Kidscase, nat pant


4. Tree Hopper, landscape blocks


Cabbages + Kings pom pom bootie, charcoal.



Cabbages+Kings dot legwarmer, red.


Les Enfantines, barbue romper
Mini McGee grey stripe blanket.


Christmas Cracker Q’s 

Well prepared or last minute shopper ? I guess a little of both. I might have one or two good ideas that I take care of early on then scramble to fill in at the last minute.

What would you like in your stocking ? My son just told me he wants Kit Kat candy bars in his stocking and he and I share a love of them so I think I’ll go with that, too.

Santas good list or bad ? Only Santa can answer that one.

Turkey or something different ? Turkey and something different. In Ireland where I’m from,  we traditionally have both ham and turkey.

Bronagh&daughter- Sweet William creator

Bronagh Staley Maguirre is the creator of Sweet William, originally from Ireland she was previously fashion market editor at American parenting magazine Cookie, before opening her first NY store in 2007.