I was never shown nor told a final price while being rung up, and it was only after I made the…read morepurchase, had second thoughts, and saw it printed on the bottom of the receipt that I learned their return policy was for store credit only. They would not accept a money-back return even one hour later.

Ashlyn the owner is wonderful. She takes care of her store…read morevery well, the selection is great, her employees are kind and well taken care of, her taste is impeccable. Every time I shop I have a great experience and its my first choice to shop there when I am in the city. I wish she would have a working website and we can shop online it would be much more convenient since we moved from New York.

THE Cutest Store on Madison Avenue. They do have a rack of women's clothes as well as children. I'm…read morein love with the trinkets! The Pink Santa drew me inside. The sales employee was very kind. She told me the locations of the stores. She showed me around the store. They have one location in California. You can check their website for a location near you. Highly unlikely though since there's only four stores. I do a lot of shopping/browsing for others. High paid professionals who like a personal shopper. When you're in management you don't have time to shop. I do the leg work. My problem is I don't get paid. Who needs money....... So: For my friends with children on their Christmas list I have posted photos for your pleasure. I recommend this adorable boutique for one of a kind personal gifts.

From the owner: Go-anywhere tunics, tops and dresses for bohemian babies, their big sisters, and their stylish…read morehippie-chic moms. It's Color. It's Pattern. It's Happy.

Excellent fashionable gorgeous clothing for kids. This is the only place I shop for my grandkids…read more Also have found the staff to be very helpful.

Rude unhelpful sales associates. We may as well have been invisible. This has happened every single…read moretime we've visited this location. Feels super uncomfortable and strange - we won't be back.

Sales team is so warm and helpful. Clothing is very sophisticated and perfect for luxury baby gifts.read more

The Best Kids clothes in manhattan. Marry Royalty and you can be a regular…read more But the clothes are incredible and unique. any Couture lines.

So this place makes you feel like you're shopping in Paris - namely because you're buying gorgeous…read moreand well-made designer duds at high fashion prices. However, you're buying them for a teeny tiny baby who will soon grow out of them. i don't think I care because they baby you're buying for is probably worth it. Obvi. So seriously, I walked by the store window and saw these beautiful things in the window and it was like I saw a puppy - I just had to have something. I saw the most adorable striped HALTER baby bathing suit and I thought about it and thought about it... text pictured it to a baby momma to see if she loved it and when i didn't get a response, I headed home... Well, on the subway ride home, I felt I made a terrible mistake. I kept seeing the baby bathing suit and decided I must find another just as cute option in SoHo that day... but alas, after traipsing around the West village AND SoHo, I could NOT find anything remotely as cute as this adorable adult looking but made for babies bathing suit... so I headed right back up to the Upper East Side today and snagged it with a matching sun hat. I won't tell you how much I paid though. Also, I read another person's comment about poor customer service. I'd like to say that I think this definitely depends on the day you go and who's working. Yesterday, I was met with very poor customer service, however, today, both ladies working were very accommodating. One kind sales woman went downstairs three times to get a size, find another bathing suit to show me and look for a had that would "better fit" the 8 month old I was shopping for. I appreciated this a lot. I will definitely return here to find more beautifully made baby clothes and accoutrements for my favorite little baby girl - or another lucky bundle that might steal my heart.

Amazing customer service. I don't know nothin' about....well, anything about babies. Including how…read moreto buy stuff for them. I called this store after finding out that I needed to buy a baby gift for a client of my company. I neither know this person nor anything about her, except that she's very pregnant and she's a lovely human being. I felt awkward about calling a 'baby place' and asking for a gift basket to be messengered. Do little babies have things messengered often? Do people who sell little exquisite baby things deal with crass people who do things like call smoky, leggy messengers to pick up petite bundles for petite bundles of joy without ever having met said bundles? I felt awkward. It's also three days before Christmas, and I can only imagine that the petite bundles of joy are filling the halls with things other than holly in this store. In fact, I imagine that the entire Upper East Side is standing there glaring at the salesperson as we discuss what to put in a basket. I have to say that the saleslady was an absolute DOLL, and so understanding; "What would you like to send in your basket?" (not that they have baskets, but because I'd asked for one, she was graciously following my lead) "Um....ionno...we just found out that she's about to have a baby, and we don't know what she's having...I'm sure SHE knows what she's having, cuz you know, it's hers....and uh...well I just don't know anything but I still have to buy something. Can you put something in a basket and let a messenger come get it? Something non gender specific? You have um, sheets? Every baby likes to poo on a good egyptian cotton, right?" She and I were crying with laughter on the phone, she was very sympathetic to my lack of baby-philic tendencies and she took care of me as smoothly as....well, you know. If I could have tipped her I would have. But I'm betting that she's beneath such things.

This store is so fun - they have a large selection of brightly colored and patterned children's…read moreclothing + activewear. The staff were so sweet and helpful, it made shopping really easy. I got a few holiday gifts for my friend's daughters and I know they are going to love their new leggings + feel really special in them. Great addition to the neighborhood.

This is an amazing infant and child clothing store with products that are nearly unmatched in…read morequality for United States consumers. Yes it's pricey but it't also amazing quality and a high rate of dollar to Euro conversion that is being dealt with. My wife and I were shopping for a coat for our daughter the other day and were SHOCKED at how few companies really make coats that are tasteful, made to last, and have lines that are appealing to look at. For wool coats with a classic but well designed feature set I really only saw one other company in all of Manhattan that could delivery and they too were from the UK. I guess those grey skies in London motivate quality coat workmanship and even for children! Seriously, anyone looking for a special clothing gift for a child and who isn't afraid of buying without economics in mind should be informed that this is a shop to consider. We just bumped into it while shopping on Madison Avenue and heading to another store in the area. Clearly nobody in Yelp was aware of it or if they were they weren't saying... HOURS: Mon - Sat 10am - 6pm Sun 12pm - 5pm

I Needed an impressive present for my niece and this place delivered in every way possible…read more Beautifully tailored clothing both classic & fashion forward...beautiful shoes that I wish they had my size and cool toys made my shopping trip a breeze the sales staff was super knowledgeable about all items on hand and helped me special order half-size from Europe and I was able to get it in time for the party... I highly recommend this standout shop not a cookie cookie-cutter children store this is a truly unique and awesome experience I will go back for sure.

The new shop has just opened and the items -- as well as the sales staff --remain equally excellent…read more(& witty)!

It has Very nice unique toys. Fun place to explore. Bought a nice wooden car toy for there…read more Friendly staff. Unique toys for babies and kids. Nice place to look around on a rainy day.

Applike Couture is a girl 's dream! The clothing is adorable and you can add an appliqué to…read moreanything. My daughter has had her birthday party here and we don't miss a stop in every season for their fashionable items. The owners are helpful and lovely and I cannot recommend it more. They now carry awesome toys, personalized items and boys clothing with is great!! Every birthday present we give comes from this store!

took my granddaughter here for an event yesterday - they have these events during school vacations…read more- we arrived to t table full of markers, and stickers and my granddaughter was given a box to decorate. she then was given a shirt, and an assortment of appliques to choose from. Pizza, drinks and dessert was served and then she was given a bracelet to decorate! She ABSOLUTELY LOVED it there. Felicia and her staff are knowledgeable and so helpful. What a WONDERFUL place to go to. This store gets it! Looking forward to going back! While my granddaughter was creating her shirt, i spotted the PERFECT gift for my nieces bithday. Thank you Felicia for a GREAT afternoon!

The Owl that is what means in italian I am telling you one of the wonderful place for children's…read morea little more expensive compared other places, but the endurance is ageless so go ahead an try you will not be disappointed

Insanely gorgeous clothing for infants and children. This is top notch luxury right out of Italy…read moreand I've only seen something of this quality once - in Milan. The tasteful lines, quality fabrics, designs, and shoes are truly for the most pampered. This is the flagship store in the United States and it opened in November of 2011 so I'm guessing they're working out their market here and don't know yet what will stick and not for the quality is way beyond what can be gotten elsewhere and it may be above and beyond the disposition of the looker here in The States. The environment is very Upper East Side shopping with sharp lines in the store to compliment the soft clothing. NOTE - I wouldn't say this is special occasion wear as it's pretty casual gear as kid's clothing goes but very high quality.