Everything you’ll find here is what Bilbrey calls “branded.” She carries colorful kicks by Kenneth Cole Reaction, Sam Edelman, MIA and Fry. There are 18K gold vermeil earrings by Kris Nation, and the store’s summer swimsuit selection included Stella Cove, which “is the same line Beyonce’s daughter and the Kardashians wear,” Bilbrey says. There are rompers, formal dresses, jeans, skirts, leggings and the most comfortable pair of camo overalls you could imagine. They might be blinged out in sequins and glitter, but these styles are carefully selected for the tween who wants to look stylish but modest.
And just in time for back-to-school shopping, Bilbrey has stocked the shop with must-haves. There are Que collapsible water bottles, backpacks that can be personalized with rubber mimicks shaped like pizza slices and llamas. Llamas are hot, hot, hot! “I can’t keep them in stock,” Bilbrey says. She has llama diaries, llama earrings, llama pillows… you name it, she has it. And she probably has it in a glittery version as well.