Voices
Cissy Wears: Your Destination For The Effortlessly Cool 
Each season, we team up with a buyer from our community to put them in the spotlight and follow their experience at Playtime Paris. For the Winter 2025 edition, we’re working with Nicola and her stylish daughter Cissy from Cissy Wears in London, England!
To get started, we spoke with Nicola to learn more about her and her daughter and how Cissy Wears started. We also discuss how she curates her selection, what she looks for when she’s exploring the aisles of the show (her answer may surprise you!), and so much more to gain insight into the universe she curates. Let’s dive right in before we follow along as Nicola and Cissy explore The Big Small Show this weekend!
Nicola and her daughter, CissyI’m Nicola, the founder of Cissy Wears. The story of Cissy Wears began 18 years ago when my partner and I, a young creative couple living in a Dalston loft, were expecting our first child. As new parents, we quickly became frustrated with the limited and cliché-ridden options in children’s fashion at the time—think pastel blues and plastic overloads typical of early 2000s kids’ ranges. “Daddy’s Little Soldier” type thing.
Determined to break away from the uninspired aesthetics of young parenthood, I took the first step by getting band t-shirts for my little one (I had a history in the music business). Watching my toddler run around in Metallica and Misfits tees became a small, but powerful, rebellion against the status quo. This creative journey sparked the inspiration that would eventually evolve into Cissy Wears. We are a brand that champions unique, stylish, and meaningful designs for modern families.
The idea for Cissy Wears actually stemmed from a playful text exchange I used to have with my friend Sarah, who also had a young baby girl at the time. We’d send each other daily texts styled like magazine captions, detailing our babies’ outfits. It became our little inside joke. We’d write “Cissy wears a floral t-shirt from Topshop Mini and leopard print leggings by MarMar Copenhagen.” This lighthearted routine eventually sparked the idea for a brand that could blend fun, creativity, and style in children’s fashion.
When we first started, our focus was primarily on children’s clothing. However, over time, we evolved to include complementary products like toys, books, and homewares for children. This natural progression led us to introduce items for mums as well. Chocolate, coffee, cosmetics, and other small luxuries that help her feel special and uplifted.
As my own children have grown older and out of our offerings, we’ve broadened our range to cater to the entire family. Today, I see Cissy Wears more as a gift shop, with children’s products being just one part of what we offer. In fact, we now probably sell as much, if not more, in homewares and women’s fashion.
The balance between clothing, toys, and decor in our store changes constantly. This has especially changed as we’ve noticed a shift with online sales decreasing and our physical store growing, attracting a different set of customers. Honestly, there’s never been a strict formula to how I curate our selection. I’ve always relied on gut instinct to guide our choices. It’s about responding to what feels right and what our customers seem to need at any given time. Or to what they didn’t know they needed until they walked in!
We’re committed to offering ethically sourced products that align with the values of modern families. To be part of our selection, brands need to meet several key criteria. Firstly, we look for ethical production practices, ensuring fair treatment of workers and sustainable sourcing of materials. Environmental responsibility is also crucial, so we prefer brands that minimize waste, reduce their carbon footprint, and use eco-friendly materials.
Additionally, we prioritize quality and craftsmanship, as we want our products to stand the test of time. Finally, it’s important that the brand resonates with our aesthetic and ethos. They do this by offering unique, thoughtful designs that bring joy and functionality to family life. By meeting these standards, brands can become a part of our carefully curated selection.
We cater to a diverse range of customers, each with unique needs and preferences. From fashion-savvy mums who know our brands, to office workers searching for gifts, local tech bros, tourists, casual browsers, and even those who didn’t realize they wanted anything until they walked in, we have something for all of them. This diversity is why I buy for myself rather than trying to cater to everyone else. The cohesion in our store comes from staying true to my own vision and inviting people to connect with my choices, not the other way around.
I’ve always believed that if I went more “commercial,” I might be a lot more successful in conventional terms, but I love our niche. It’s what makes Cissy Wears unique, and why it doesn’t work when other stores try to replicate what we do.
In our store, we strive to create an inviting and inspiring experience that feels personal and unique. From the carefully curated selection of products to the thoughtful store layout, every detail is designed to make customers feel like they’ve discovered something special. We want them to feel a sense of discovery and connection when they visit. To create an atmosphere that sparks joy and curiosity as they explore.
To keep customers coming back and attract new ones, we host events that engage the community and offer memorable experiences. These range from a pop-up shop with an exciting brand, to a workshop or a family-friendly gathering. We also maintain strong connections with our customers through social media, keeping them informed about new arrivals and events. Our goal is to create a space that people not only want to visit but feel compelled to return to because it resonates with their lifestyle and values.
To be honest, it’s been challenging for us online lately. I’m not sure if others are experiencing the same, but since Brexit and Covid, our online sales have really taken a hit. A lot of our customers have migrated to our physical store now that we’re in such a central London location. Before, it was much harder for people to visit us in South East London. Back then, the store was more of a front for our online business, but now it’s the other way around.
Our online customers tend to be long-time followers or those who find us through Google. But recently, converting those shoppers online has been tough. We had a strong email list at one point, but over the years it’s dwindled. People have moved on or simply don’t want to be bombarded with brand emails anymore. Instagram was a huge driver for us early on, but since the algorithm changes in 2016, our engagement has dropped off significantly and we haven’t been able to recover it.
I’ve also noticed that while people may follow us on social media, they’re less likely to actively engage. Comments and clicks have become much more passive. I think it’s a trend we’re seeing across the board where followers are more of a passive audience than an active one.
When it comes to kids’ fashion and lifestyle trends, our customers are increasingly looking for versatility and sustainability. There’s a growing desire for pieces that can be worn across seasons and styled in multiple ways. Many parents are now opting for timeless, durable designs that outlast trends. They’re also very conscious about the environmental impact of their purchases, so ethical and sustainable brands are becoming more important than ever.
In terms of lifestyle, we’re seeing a shift towards practicality paired with style. Parents want products that make their lives easier, like storage solutions or multi-functional toys, but they still want them to look good and fit seamlessly into their homes. There’s also been an increasing interest in products that offer a sense of individuality. Whether this is done through unique prints, artisanal items, or designs that reflect a child’s personality.
Overall, our customers are looking for quality, sustainability, and pieces that offer both style and practicality for their little ones.
Hopefully, not eye contact, haha! I’m a bit of an introvert, so I find it challenging to make small talk without coming across as rude. I often joke that there should be an “introvert hour” at trade shows where you can browse in peace without anyone trying to strike up a conversation. I understand why brands are eager to share their stories, though.
When I walk the aisles, I tend to just stroll and scan. If someone tries to engage after I’ve looked in their direction, I’ll usually steer away—definitely a “me problem.” What catches my attention are things like typography, styling, and the overall aesthetic. I have a very clear idea of my own style and what resonates with me. Often, when someone says, “I think this would fit in really well at your store,” I find myself thinking, “Hmm, not really.” It’s not that their products aren’t beautiful, but I have my own unique vision for what works at Cissy Wears. I carry a virtual mood board in my head, the fundamentals of which haven’t changed in the past 12 years. We’re more like wolves than foxes, ponies over unicorns—always sticking to what feels authentic to us.
I think I started attending Playtime around 11 years ago. At the time, there was a UK trade show called Bubble, but it felt very commercial and overly cutesy. Those weren’t the type of places I was sourcing my brands from; I was already discovering European brands like Mini Rodini and Bobo Choses for my own kids. I think I was one of the first UK indie stores to start coming to Playtime. The experience there was such a revelation.
I used to attend with a baby strapped to me or pushing a buggy, usually with one of my sisters for moral support. It was unusual back then—nowadays, you see so many people bringing their kids to the shows. Cissy comes with me every time now, and she’s become my sounding board. She’s great at spotting things while I get distracted by the endless Brexit complaints.
In the early days of my Insta-fame, I used to hate it. Other store owners would follow me around with notebooks, peering over rails and listening in on my conversations. Brands would even tell me that people came up to them asking, “What did Cissy Wears order?”. It was a really strange time, and I used to feel like some kind of minor celebrity—it made me cringe. But that time has long passed, and I’m definitely not “cool” anymore, haha!
I’ve discovered so many incredible brands over the years! Some are still with us, but unfortunately, many have come to an end. Repose AMS, Tinycottons, Nununu, Minimalisma, We Are Family, Studio Koter, and Tom & Boy are just a few that have been a part of our journey. These brands hold a special place in my heart, not just for their great products, but for the relationships we’ve built along the way. There are a lot more that I can’t quite recall off the top of my head, so my apologies!
This winter at Playtime Paris, I’m hoping to discover fresh, unique brands that fit within the Cissy Wears vision—those that bring something a little different to the table in terms of design and quality. I’m always on the lookout for pieces that balance style, sustainability, and practicality. Given how much we’ve grown in offering lifestyle and homewares, I’d love to find new products that can complement our current offerings, whether that’s in fashion or for the home. I’m also excited to discover emerging brands with a strong ethos and a unique perspective, especially those that are a bit more niche and align with our values. Ultimately, I want to continue offering our customers products that feel special and carefully curated, so I’m excited to see what surprises this winter will bring!
In the next five years, I’d love to see Cissy Wears grow into an even more trusted destination for curated, thoughtful products for the whole family, not just for children. I’d like to expand our offerings, especially in ladies’ fashion, though I do face some challenges convincing brands to stock in what they perceive as a children’s store. However, our location is certainly helping with that, and we’re seeing a growing number of older Gen Z fashion customers. Alongside fashion, I’m excited about potentially expanding into more lifestyle and home goods, always ensuring we keep that unique, niche identity that sets us apart.
I’d also love to see us grow our physical presence, perhaps with pop-ups or even a second store, but only if it feels like the right move. Online, I’m keen to connect with more customers globally while staying true to our brand’s authenticity. Above all, I want Cissy Wears to remain a space that inspires, connects, and allows customers to feel like they’re supporting something meaningful. I’ve always followed my gut and my values in how we’ve grown, and I plan to continue in a way that stays true to those principles.
In 2025, we’ve got some exciting things in the works at Cissy Wears! We’re planning to introduce some fresh collaborations and exclusive product lines that align with our unique aesthetic. There’s also talk of launching a new, limited-edition collection that brings together fashion and homeware in a completely new way. We’re exploring ways to elevate the customer experience both online and in-store, with special events and partnerships that will further connect us with the Cissy Wears community. It’s a really exciting time as we move forward into this next phase, and I can’t wait to share more soon!
We can’t wait to see Cissy Wears continue to grow and surprise us! Thank you so much to Nicola for giving us this background about her store before allowing us to follow along as she and Cissy explore Playtime Paris this weekend. Stay tuned on our Instagram for sneak peeks at their adventures before discovering them in full (along with their favorite brands of the season) in another article coming soon!
Fellow buyers can still get their pass to join our team, Nicola, and Cissy in Paris January 25-27!
