December 26, 2012

Julianna’s Closet, Popular Children’s Store, Offers Choices for Newborns to Pre-teens

SPECIAL SELECTION: “We are really set apart by our communion and christening dresses. They are our specialty, and we also carry boys’ communion suits in navy and white.” Jennifer Bottoni (left) owner of Julianna’s Closet, and her mother and associate Anna Feniello, are shown by a display of Communion dresses.

Julianna’s Closet is filled with fun, fashion, and flair! Clothes for kids are its specialty, and they are colorful, bright, and definitely “today”!

Little “fashionistas” are thrilled with the selection, especially the ruffles, frills, and “bling”.

Boys are not left out, and there are are plenty of choices, from casual jeans and shirts to suits.

Opened in 2004, the shop is owned by Jennifer Bottoni, and is named for her 8-year-old daughter, Julianna. Located in the Bottoni Plaza at 1240 Route 130 in Robbinsville, it is an easy outing from Princeton.

Niche Boutique

“I knew I always wanted to open my own business,” explains Ms. Bottoni. “I loved shopping for my daughter and son, and it seemed a great idea to have a children’s shop. I actually started the business as a boutique in my basement. I was like a personal shopper. Then, my father-in-law opened this shopping center, and here I am!

“I consider this a niche boutique. With boutique shopping, you don’t carry so much of one item. You won’t see our clothes on every other child. My goal is to sell the most unique, adorable, and highest quality merchandise. We carry many different lines and are adding all the time.”

Sizes include newborns to 16 (pre-teen for girls) and newborns to 7 for boys. Ms. Bottoni describes the selection as dressy/casual for girls, including special occasion outfits that can also be worn to school.

“Our customers love all the ruffles and frills on the dresses,” she reports. “They come in regularly to see what’s new. I am always bringing in new lines, and I believe the point of life is special occasions! I love seeing the little girls’ faces light up when they try something on, and they feel like a princess. By the age of six, girls have definite opinions about what they want.”

The boutique offers a wide selection of lines, primarily from the U.S. although there are a number from overseas. Popular choices for girls are Hannah Banana and Luna Luna Copenhagen; Biscotti, Sierra Julian, and Eliane et Lena for boys and girls; and Fore for boys. And there are many others.

Silver and gold are the hot colors for girls now, and not just for the holidays, says Ms. Bottoni. Tiered ruffled skirts are big sellers, and legging sets are also in demand. Tops with varying degrees of “bling” are a popular item for many girls, and fun birthday T’s with “Birthday Princess” and “Birthday Girl” are also available.

Toasty Toes

The selection of outerwear will keep kids warm this winter, and toes will be toasty in the fun socks, shoes and boots available for boys and girls, with choices from Primigi and Naturino.

Styles are also available for the very youngest customers at Julianna’s Closet. Hand-done layettes from Peru and the U.S. will cover newborns in the sweetest, softest cotton. Adorable onesies and rompers, sleep sacks, and dresses are offered in assorted colors and designs.

Hair accessories and hats are very important for girls of all ages, and the softest plush bears and other animals are favorites for the youngest kids (and some of the older ones too)!

The communion and christening dresses, as well as flower girl dresses provide a big part of the shop’s business, notes Ms. Bottoni. “People have heard about our selection, and we have people from all over, including New York, Brooklyn, and Staten Island, even as far away as Washington State. There are not a lot of places to get these dresses, and we have a wonderful selection.”

Warm and Welcoming

Ms. Bottoni is very enthusiastic about her shop, and looks forward to providing the latest styles for her young clientele. “I take pride in my own children, and I want them to dress nicely and behave nicely. I want this for all children. The kids love to come here, and they are very comfortable when they come in. We have a TV for them to watch, and they often sit down and play.

“I very much wanted to establish a warm and welcoming atmosphere for our customers, and we offer very personalized service. Even in the hard economic times, people still want to buy things for their kids.”

Julianna’s Closet offers regular trunk shows, and in March, its fourth annual children’s fund-raising fashion show will be held. “This is an annual event, and the proceeds go to a child in the area who is ill,” explains Ms. Bottoni.

The shop is open Tuesday, Wednesday, Friday 10 a.m. to 5 p.m., Thursday 10 to 7, Saturday 10 to 3, Sunday 11 to 2, and Monday by appointment. (609) 448-3887. Website: