A New Children's Store in London : Amaia

Amaia was founded in 2005 by two London-based mothers : Amaia originally from Spain and Segolene from Paris. Seven years after the opening of the Chelsea store, Amaia’s second lifestyle boutique arrives in Marylebone, 11 New Cavendish Street .

All the clothes, for boys and girls (2 – 12 y old) are designed by Amaia and Segolene and combine Spanish and French styles. I would call it “classicals revisited”, well executed and fairly priced. The store also displays a selection of accessories, included great tights in muted colours, a range of shoes as well as books and educative/craft games by Djeco.

Florence Rolando

Florence Rolando (journalist, co-founder of Bubble Trade Shows) was the original Founder of Pirouette in early 2009. Pirouette blog* has been a reference in the industry since it started with its combined business and consumer view of the children’s market. A fantastic resource for children’s fashion, design, trends and culture, it aims to support creativity and talent but it also does this by talking about life, family, culture and health.

Florence is an international leader in the industry (8 years as a Milk Collaborator, contributor to Naif Magazine in Spain, co-founder of Bubble Trade Shows in New York and London).

Now Florence runs Energy Therapy Porto @enrgy_therapy_porto

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