A new children’s boutique is coming to the storefront at 1226 Ritner St., the corner of Iseminger, in the former Lombardi’s hoagie shop.
Owner Noelle D’Alonzo plans to shoot for September to open her store, which she will call Believe. She plans to sell a range of children’s apparel, plus gifts, books, toys and accessories like headbands.
D’Alonzo, who just had her second daughter three months ago, got to know the retail biz working for 12 years at Knit Wit in Center City. She says even though the corner is a bit off the beaten path, it’s a great location because of the dance school across the street and the high number of elementary schools in the area.
“I figured why not go out on my own, D’Alonzo said. “Because it’s always been a dream for me.”
The brands she plans to sell include Jellycats, Tiny Whales, Funky Legs, Go Gently Baby, Petitbo and more.
“I wanted different lines from what everyone else has,” she said. “More like an urban baby, and not so many frills.”