What?: Disgustingly tasteful Primrose Hill store selling the nicest kids’ clothes money can buy. Everything is unnervingly flawless, from the white painted floorboards and plush shop fittings to the expertly curated luxury kidswear, all colour-coordinated to perfection. This museum-like setting is home to around 50 designer children’s brands, with more well-known labels including Donna Wilson, Finger in the Nose, Organic Zoo and Petit Bateau. I felt a scruff going in there in my Urban Outfitters special with my Baby Gap-clad child, and even plebbier when I was quietly and politely informed that the store was closing in five minutes upon unleashing said baby on the pristine in-store craft table.
Where?: Nestled in amongst the upmarket boutiques of Regents Park Road, a two-minute walk from Primrose Hill and five from Chalk Farm (Northern).
Price Range: When a store’s website doesn’t offer an ‘order by price’ option you know it’s going to be expensive. Clothing ranges from around £25-£70 per item, while accessories and shoes cost from £5 to £75, give or take. Elias & Grace is said to be a favourite of Jools Oliver so you’ll be in stylish company, although I have seen her shopping in Baby Gap in Hampstead too. Bit of goss for you there.
Best Bits: Everything is so stylish it’s borderline ridiculous. Plus I really love it when kids’ shops have play areas, even when they’re almost too nice to use.
Worst Bits: Elias and Grace will cease trading online from the end of June, though the bricks-and-mortar store will remain open for business.
Did We Buy?: We bought a Naked Lunge hand-painted cushion/doll thing with horns, which cost £28 and which Bab Dad has dismissed as a ‘freaky friend’.
Would We Come Back?: Yes but next time I’ll make sure we give ourselves longer than four minutes to look round and we won’t be dressed like Dickensian street urchins.
Bab crams in some colouring time five minutes before closing at Elias & Grace, Primrose Hill