Ask a Shopkeeper: The Silly Wagon

06/27/2007 at 08:00 AM ET

We spoke with The Silly Wagon co-owner Whitney Wright about her brand new shop.

Gigilogoweb_2 What inspired you to start your shop?
I had always wanted to open my own shop, but with my husbands frequent relocations, the reality of a shop just wasn’t possible, then when I had 2 babies in 2 years, I knew the dream was going to have to wait! I finally met my partner Vered and we knew we had a match made in heaven! We decided to open an on-line shop that made the customer feel like they were in a great little shop they loved, where the shopkeeper knew their kids names, birthdays and sizes, a place that you wanted to drop by all the time just to see whats new and say hi.

Nightflies1How long have you been in business? 
We have been open for just over a week!! And the response has been overwhelming!

How did you come up with your store’s name?
As a child I came up with the cute phrase while playing with her 2 favorite Aunts and the name stuck. Kinda like a Silly Goose, a Silly Wagon is a fun, off-beat individual who has a style that they alone define! If you wear a tutu to the park, or play the banjo while donning a colander on your head or even just need to wear your new shoes to bed…. you may just be a Silly Wagon, too!

Do you have a physical store as well?
Not yet, but who knows where The Silly Wagon may show up next.

Baby_nay_lotusWhat categories do you cover?
We carry children’s apparel, from European designers like Oilily and Shilav to American favorites like Made U Look and Baby Nay and even hard to find Indie and Custom designers. We also carry jewelry for Moms and kids, really fantastic art, unique gifts and toys, as well as hand painted furniture. As we say, we are a modern general store, you just never know what you might find.

Sum up your store’s style and sensibility in one sentence.
The Silly Wagon embraces childhood and feels that children today should get to remain kids as long as possible, but in the most stylish way.

Who is your ideal customer?
Our favorite customers are those women and children who do not necessarily follow the trends but like to blaze their own individual paths that just so happen to be incredibly stylish and always ahead of the crowd.

What age range do you cater to?
Our children’s apparel lines run from newborn to 4-8 years (depending on the line). Our womens line is going to slowly grow to include jeans, t-shirts, jewelry and handbags.

Oilily_diaper_bagWhat are the hot trends this season you’re excited about?
We are so in love with Oilily, so it came as a huge surprise and honor to be chosen to be one of their very first on-line retailers. Oilily fans around the world are going to cheer about this news! We also just adore the buttery-soft jersey cotton of Made U Look. The have such a fun and whimsical approach to fashion. (Oilily diaper bag pictured.)

Which trends are a hit with your customers?
Everyone is in love with the Rainbow dress from Made U Look. But our biggest seller has been the Rocket t-shirt that was seen on Pax Jolie-Pitt recently. We have sold out of it twice already! But we do have a few sizes left and even a new, not yet seen Rocket Hoodie.

Highhosilverproduct72_1Tell us about your favorite pieces this season.
I love our Wonder Boy distressed silver leather belt and their cool button down shirts for boys. Plus, they have fantastic jeans, too (a staple in every boys wardrobe) and for girls I am going to have to go with Baby Nay. They have a new designer on board so this season, they have a fun new twist on some favorites.

Which are your three favorite brands you carry and why did you decide to offer them?
We just love Oilily, Shilav and Mish Mish. If you are looking for a fun, quirky vibe, you can never go wrong with the Euro look.

Image0021What are your top selling brands and products?
Made U Look has flown off the shelves! The Rocket t-shirt, Rainbow and Peanuts dresses (pictured) are all huge hits with moms and their kids. I’m pretty sure that our Oilily diaper bags are going to disappear quickly, too.

What’s next for your store?
Wow… we are just trying to catch our breath after all the support we have received already in t
his first couple of weeks. We absolutely can’t wait to get all of our major brands in for Fall. We are also looking to find more fabulous Indie designer’s for the shop, as our clients are just now being introduced to a whole new market of uber-cool and totally different looks with these small independent designers.

RockettWhat products do you carry that celebrity babies and parents have/use?
We have the Rocket t-shirt worn by Pax Jolie-Pitt! It doesn’t get much cooler than that! Plus we will also have Mish Mish this fall, worn by David Ritchie, Madonna‘s new son! We also carry Appaman which is worn by Julia Roberts‘ son Finn Moder, Apple Martin, Gywneth Paltrow‘s daughter and most recently Mariska Hargitay‘s little cutie, August Hermann! We even have The Silverspoon Baby layette line worn by Tori Spelling‘s little guy, Liam Aaron! Plus, our Made U Look women’s line of t-shirts is a big favorite with young Hollywood stars like Jessica Simpson.

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Have you shopped at the Silly Wagon?  What do YOU think? Are you a Silly Wagon?

If you have any suggestions for shops we should profile, email

FILED UNDER: Deals & Gear

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Erin~the Vintage Pearl on

Love this site, they have the most unique and adorable stuff! I know first hand they have great customer service. Great interview!

Toni on

Very cool! It’s a great site!

Linda on

Awesome site!!

Amelia on

Love the site…way to go!!! That Oilily diaper calls to me also.