Itty Bitties Moves Online

Itty Bitties Boutique, a favorite among young Hoboken moms, has officially left town. The hip baby retailer is converting to an online store, and owner Michelle Gurner hopes to open a store in Connecticut in the near future.

Itty Bitties opened for business in September 2008. The shop was an instant hit because it offered a change from traditional baby wear. The store logo is "hip threads for your little rock star." Gurner launched a web version in October, and revamped the site in late January.

"Now being online, we've expanded to toys, gifts, maternity, and bigger kid sizes," she said. "We can expand the business so much more than we could in 400 square feet."

The decision to close the store was multi-faceted. "Basically, our lease was coming up and we had to make a decision. The economy had taken a big toll, and, while we were able to keep our heads above water, it was a struggle each month. Also, my family and I have decided to move out of Hoboken," Gurner said. "I didn't want someone else to run the store, and it would've been too long of a commute for me to come everyday."

Closing the storefront cuts ninety-five percent of overhead costs, Gurner said.

Of course, by moving exclusively to the web, Gurner's customer interaction will be limited. "That is the one thing I'll miss the most," she said, "Being online is lonely! In the store, I got to know my customers, to know their children and watch them grow."

Gurner said she developed friendships with the fellow moms, who plan to continue supporting their favorite baby boutique.

Former Hoboken resident Joyce Collins said she is pleased to see the store online. "I currently live in Atlanta, so now that the store is on-line it is actually more accessible to me," she said. Adding, "although, I will miss popping into the store to visit with Michelle the next time we are in town."

While Denise Howes Curley doesn't have any little rock stars of her own, Itty Bitties was her go-to for baby gifts. "The clothing is very original and all my mommy friends love the gifts from there," she said, "I plan to shop online, but will miss being able to stop in on my way home for a quick baby or birthday gift."

After two years at Itty Bitties, and six years living in Hoboken, Gurner said she will miss the Mile Square. "I want to say thank you to everyone," she said, "to the local business community and Hoboken, it's been awesome, and to my family and friends for their support. It's been an amazing experience, and hopefully I can do it again."

Customers with outstanding store credits are welcome to email Gurner, whose e-mail address is available on the Itty Bitties website. She will send them a voucher code that can be used towards web purchases.