Dressing up the Little Princess

Feminine dresses for girls at the Bubble Girls

But two women behind two premium and luxury children’s boutiques beg to differ.

“Selling premium and luxury children’s apparel here is a challenge, not only do I have to convince the parents that my goods are worth the extra cash, but I must also convince the heads of luxury brands of the merits of my business,” says Tania Haroen, the proprietor of Kids Emporium at Pacific Place shopping mall. 

Some of the labels at her store are exclusive, such as Junior Gaultier, a kid’s line by renowned French haute couture designer Jean Paul Gaultier. 

Tania said that it took some convincing to represent these designers in Indonesia, from providing them with detailed information as well as informing them of other designer stores at the mall.

Any shop applying to be an authorized dealer is generally required to take photos of two shops next to the prospective boutique. The design brands will decline the application if they think the “neighbors” are not as exclusive as their brands or if they are skeptical that you can successfully sell their pricey goods.

Moreover, representatives will visit the boutique regularly.

Tania’s hard work has paid off, as today, famous labels — from Monnalisa, Simonetta, Lili Gaufrette, Repetto, Timberland, Cuini, Il Gufo, I Pinco Pallino, Naturino and Junior Gaultier — have authorized her to market their merchandise in Indonesia. 

“Rest assured all of our goods are genuine,” Tania says.

Kids Emporium first opened at Pacific Place in 2008 but closed in 2010 before it reopened at the same spot in 2011. This year, when the shopping mall’s management wanted to relocate her store, she decided to close her boutique and plans to open an upscale boutique in Plaza Indonesia shopping mall.

Currently located at Lotte Shopping Avenue, Tania sells Lili Gaufrette, a French children’s clothing brand — which is also available at Saks Fifth Avenue and Neiman Marcus — as well as Naturino, an Italian shoe brand. 

Her business may not be as profitable as expected just yet but for Tania, it is not just about business — it is her passion.

She said she opened Kids Emporium out of her penchant for quality craftsmanship, as well as to fill the gap in upscale children’s boutiques in Jakarta. 

“Years ago, whenever I went overseas, I bought cute clothes for my daughter and son. My family and friends then asked me to pick up bits for their kids too. So I thought why not open a shop and stock it with the goods I am buying?” she said. 

Another place to hunt for beautiful children’s clothing is Bubble Girl Boutique at Plaza Indonesia.

The label Bubble Girl is the brainchild of prominent Indonesian designer Sebastian Gunawan, renowned for his impeccably tailored, gorgeous and glamorous clothing. Sebastian has a teenage daughter who inspired him to create beautiful children’s dresses. 

All the goods on display at the store bear the Bubble Girl label, from casual dresses to party gowns for girls from 6-months-old to 12-years-old. All of them are beautiful and feminine.

The boutique also boasts a premium collection and every dress combines gorgeous materials with excellent craftsmanship. 

Earlier, the label was sold at upscale department stores like Metro and Sogo. Since August 2011, it opened up a boutique at Plaza Indonesia and has plans to open another at Kota Kasablanka mall later this year. 

Sebastian’s niece, Rosalindynata Gunawan, who took up the position of head designer in February this year, said Bubble Girl offers stylish apparel with a designer’s cut and looks at affordable price. 

The high-end cutting technique applied to those gorgeous dresses make Bubble Girl stand out among other children’s clothing brands on the market. 

She said some dresses take hours of work with particular attention given sthe small details, such as sequins and beads, which are done meticulously by hand. 

The clothing is made from chiffon, organdy, silk, taffeta and cotton as well as traditional Indonesian textiles, such as batik and tenun. 

The head designer also took a bold step by creating black dresses for kids — although black may be unusual color choice for kids’ apparel. Interestingly, the elegant little black dresses sell well. 

Each year, Bubble Girl launches four collections: Chinese New Year, Idul Fitri, Christmas and Spring/Summer. 

As the business grows, she said that in its annual fashion show, slated for this coming October, the label will launch the Flower by Bubble Girl line.

Inside facts 

When it comes to kids clothing, Indonesians are generally price-sensitive buyers.

Brands with über-hefty price tags, such as Angels and Devils from renowned Italian fashion designer Roberto Cavalli, could not sell at Kids Emporium, forcing Tania Haroen of the Kids Emporium boutique to cease importing them. 

Tania said that Indonesians prefer products with distinctive patterns, such as Burberry’s famous checkered or tartan pattern. Monogrammed clothing is also a favorite. 

She said superb craftsmanship and excellent quality of materials determine the price of clothing. Her customers buy because they like it and appreciate the quality of the product, not because of logos. 

Rosalindynata of Bubble Girl said that in general, Indonesian mothers like to dress their daughters as “Mini-Me”.

Contributor: Susanna Tjokro

Photos by Susanna Tjokro

Source: Dressing up the Little Princess