With a floppy doll propped up by the window and another one riding a pink wooden motorcycle above your head, O Baby certainly makes a firm impression the moment you walk into the shop and start exploring.
There are few shops of this kind that boast an owner who was once a regular face in Emmerdale. O Baby is that shop – owned by actress Aly Spiro and based in Fortis Green in Muswell Hill. Aly has lived in Muswell Hill since her children were born, and now it is home to her other pride and joy too – O Baby. The O stands for organic and it is evident from the start that this is a shop that prides itself on its eco-friendly and organic connections.
Indeed, everything that is sold under the roof of Aly’s shop is fairly traded. She is determined to ensure no child has ever been employed in the manufacture of any of the goods sold at O Baby. Aly manages to balance running the shop – now in its eighth successful year – with taking on roles in occasional episodes of various programmes as an actress. She also directs at a number of drama schools around the London area.
O Baby is aimed squarely at young children from birth to five years old. The trend is for clothes that are cool and yet practical and O Baby has definitely got the mix just right in this respect. Aly has managed to source clothes that tick all the right boxes. They are made from excellent quality fabrics and are available in an impressive range of fun and engaging designs. They are also affordable – something that is often missing from that equation in other shops.
The shop sells a great mix of brands and Aly regularly adds new ones to keep things fresh. When browsing the colourful displays you will find a variety of UK brands such as Frugi, Kite Kids, Sense Organics and Piccalilly. There is a distinct Scandinavian touch here as well though. Brands such as Dunns, Green Cotton and Minymo also make regular appearances and bring a European feel to the offerings.
The whole look and feel of the shop is fun and fresh. It has established a good client base around the Muswell Hill area and those looking for affordable, organic and quirky clothes will certainly find them here. The shop also sells a selection of toys – most of which are wooden – and a small range of toiletries.
Aly is aided and abetted by Sarah, who has been with the shop since the first day. Together they provide help and support for the many customers who frequent the shop, providing a personal service that is often forgotten in the busy retail market.
All in all O Baby has become a solid fixture in Muswell Hill for several years. It is not hard to see why. The fresh and engaging look and feel of the shop makes it a go to destination for parents looking to clothe their young children in style.
126 Fortis Green Road, Muswell Hill, London N10 3DU Telephone 0208 444 8742