When executives of Gymboree Corp. brainstormed ideas for a new chain that specializes in baby clothes and accessories, they zeroed in on one idea.
"We want those unique items that make the whole room gasp when they're unwrapped at a baby shower," said Laura Willensky, merchandise manager for Janie and Jack, the new startup from the children's clothing chain.
"Cute" or "adorable" falls short of the desired effect. "We're after, "That's precious!' " Willensky said.
Tampa Bay area shoppers can make their judgments after the 26th store in the chain opens Friday at International Plaza in Tampa. It's the chain's second store in Florida.
Unlike rival Baby Gap, which looks like the Gap in miniature, Janie and Jack's is a boutique outfitted to look more like a nursery from a vintage 1920s home. Most of the apparel is priced at $20 to $40 for color-coordinated outfits aimed at young ones, from 4-pound preemies to 3-year-olds.
Many are handmade keepsakes with personalized touches such as a child's name embroidered into the cable weave of a $98 sweater. A cashmere set of a blanket, booties, hat and sweater goes for $278. Silver-plated baby rattles fetch $18 but a sterling silver spoon goes for $40.
