With a background in fashion public relations and retail management, ETHEL + ROW owner, Vanessa Hamer recognized a void in the Hamptons children’s market, particularly for kids ages 6-12.  Vanessa shares, “I grew up in East Hampton and I’m a mom to an eight-year-old son, so I’m quite knowledgeable when it comes to East End retail and children’s apparel. I find shopping for kids in the Hamptons to be challenging. Options for parents are limited to a few brand names that are minimally supplied. School children are all wearing the same mainstream uniforms, so I set out to find designs that provide children an expressive and fun aesthetic.”

“The aesthetic of the store is simplistic and minimal. I steer away from the typical bright colors and character pieces that saturate the children’s market. The focus is on unisex, basic shapes with the addition of unique seasonal styles. I’m working with a number of independent designers from the Netherlands, Denmark, Lithuania, London, Paris, and of course, LA and New York,” says Vanessa.

“The Boatneck Blouse by FUB and Elly Tennis Sneaker by Bensimon are two of my favorite pieces in the store right now. They are simple, unisex, transitional pieces easily paired with just about anything to create for a specific look. The sneakers are a quick easy slip on that parents will appreciate and the top works with anything from a simple pair of denim overalls to a child’s favorite tutu skirt or camo pants,” says Vanessa.

“We are so fortunate to live in an area that exposes us to style and expressiveness, but people tend to forget this also applies to kids. ETHEL + ROW offers collections that are reminiscent of current adult trends. There is a focus on natural quality, utilizing all-natural materials including organic and premium cottons, linen, bamboo and more,” says Vanessa.

The Rocking Horse comes from a small family owned business based in Lithuania called Friendly Toys. Each piece is handmade using all natural organic materials. There is a quality in this type of artisan craftsmanship that I just love and appreciate.

* Store location: 2397 Montauk Highway, Bridgehamptons and for more information please go to: www.ethelandrow.com