--- title: "A Curated Collection: Merchandising at Baby Braithwaite" description: Learn more about the history of Atlanta's popular children's boutique Baby Braithwaite. image: https://connect.regencycenters.com/hubfs/Baby-Braithwaite-Baby-Display.jpg --- - [Home](https://www.regencycenters.com/) - [Properties](https://connect.regencycenters.com/properties) - [In Development](https://connect.regencycenters.com/in-development) - [Regency](https://connect.regencycenters.com/regency) - [Contact](https://connect.regencycenters.com/contact) - [Investors](http://investors.regencycenters.com) - [Tenants](https://connect.regencycenters.com/tenants) - [Blog](https://connect.regencycenters.com/blog) - [Corporate Responsibility](https://www.regencycenters.com/corporate-responsibility) - [Leadership](https://www.regencycenters.com/leadership) - [Investors](http://investors.regencycenters.com) - [Tenants](https://www.regencycenters.com/tenants) - [Careers](https://www.regencycenters.com/regency/careers) [![Regency Centers](https://www.regencycenters.com/ResourcePackages/Regency/assets/dist/images/regency-centers.svg)](https://www.regencycenters.com/) [![Search](https://www.regencycenters.com/ResourcePackages/Regency/assets/dist/images/icon-search.svg) Properties](https://www.regencycenters.com/properties) ![Menu](https://www.regencycenters.com/ResourcePackages/Regency/assets/dist/images/icon-menu.svg) Menu - [Properties](https://www.regencycenters.com/properties) - [In Development](https://www.regencycenters.com/in-development) - [Regency](https://www.regencycenters.com/regency) - [Contact](https://www.regencycenters.com/contact) Search - [Inside Regency](https://connect.regencycenters.com/blog/topic/inside-regency) - [News Releases](https://connect.regencycenters.com/blog/topic/news-releases) - [Retailer News](https://connect.regencycenters.com/blog/topic/retailer-news) # A Curated Collection: Merchandising at Baby Braithwaite [Caron Streibich](https://connect.regencycenters.com/blog/author/caron-streibich) November 14, 2018 - [Tweet](https://twitter.com/share) Atlanta's [Baby Braithwaite](https://babybraithwaite.com/) has been in business for 13 years, but in February of last year the locally owned shop relocated to Buckhead’s Paces Ferry Plaza. The spacious, 3,333 SF boutique offers a curated collection of specialty baby products. The idea came to co-owner Chaffee Braithwaite Heilman years ago. She always wanted to open a store with her mother, and at the time her sister had just had a baby. The mother-daughter duo believed that shopping for a new baby should be as special as picking out a wedding dress. At the time they couldn’t find a store that did it for them — so they took the reins and decided to do it themselves. Baby Braithwaite was born. ![Baby Braithwaite merchandise display inside of store](https://connect.regencycenters.com/hs-fs/hubfs/Baby-Braithwaite-Baby-Display.jpg?width=1000&name=Baby-Braithwaite-Baby-Display.jpg) *Photo by Brittni Toston* > The shop's mantra is 'sweet and simple.' If merchandise doesn't hit both of those markers, it's not considered. The shop’s mantra is "sweet and simple." If merchandise doesn’t hit both of those markers then it’s not considered. Diligently being selective translates into an edited, curated collection of offerings for shoppers. “We’ve found the best products in each category,” said Heilman. “We sell soft goods — towels, blankets, clothing, toys — but we’re also in the gift business. People come in and register for gifts with us.” ![Brightly colored baby clothing, jewelry and accessories on display inside of Baby Braithwaite](https://connect.regencycenters.com/hs-fs/hubfs/Baby-Braithwaite-Summer.jpg?width=1000&name=Baby-Braithwaite-Summer.jpg)*Photo by Caron Streibich* Chaffee’s mother and business partner, Nancy, is passionate about the in-store displays and interior design. The various display areas are updated often and big pushes are from January to spring, plus summer, Halloween and Christmas. Easter and Christmas are also opportunities for more holiday-centric displays. The space itself is airy and bright and not cluttered. Merchandise changes often and store displays change seasonally. When asked about the busy times of year, Heilman laughs, “We’re busy year round — people have babies year round." > We were thrilled to sign a lease with Baby Braithwaite at Paces Ferry because of its reputation in the Buckhead and Atlanta market. “We were thrilled to sign a lease with Baby Braithwaite at![Leslie Mintz Headshot](https://connect.regencycenters.com/hs-fs/hubfs/B2B%20Marketing/_Non%20Property%20Specific/Agent%20Photos/Leslie%20Mintz%20Photo.png?width=154&height=195&name=Leslie%20Mintz%20Photo.png)Paces Ferry because of its reputation in the Buckhead and Atlanta market,” said [Leslie Mintz](https://www.regencycenters.com/employee/1730/Leslie-Mintz), Senior Leasing Agent. “Baby Braithwaite was an established specialty baby store retailer, and known as the best place to shop for a special baby or children’s gift. Its logo and buildout are first class, and the owners create an experience for their shoppers by the way they’ve designed and merchandized their store.” ![Baby Braithwaite display of nautical themed clothing for young children](https://connect.regencycenters.com/hs-fs/hubfs/Baby-Braithwaite-Display.jpg?width=1000&name=Baby-Braithwaite-Display.jpg)*Photos by Caron Streibich* Mintz adds that Baby Braithwaite is a draw for other retailers who want to be near them due to both their volume and the customers they attract. The feeling is mutual with Baby Braitwaite. Chaffee boasts, “We loved the neighbors, and the location is ideal because it’s in the middle of all our clients. And Whole Foods 365 will be a great addition to the center!” *![Paces Ferry Plaza facade and storefronts](https://connect.regencycenters.com/hs-fs/hubfs/Paces-Ferry-Plaza-Facade.jpg?width=1000&name=Paces-Ferry-Plaza-Facade.jpg)Paces Ferry Plaza | Photo by Caron Streibich* To follow Paces Ferry Plaza on social media, click [here](https://www.facebook.com/PacesFerryPlaza/). For a full center site plan, visit this[link](https://www.regencycenters.com/property/detail/209/Paces-Ferry-Plaza). ##### Connect With Us [Join Our Mailing List](https://www.regencycenters.com/connect-with-us/)  > [Explore Our Markets](https://www.regencycenters.com/properties/our-markets)  > [Find a Space For Your Place](https://www.regencycenters.com/properties)  > ##### Related Stories [Jul 18 Regency's Dunwoody Village Transforms Into a Vibrant Outdoor Hub](https://connect.regencycenters.com/blog/the-dunwoody-village-transformation-into-a-vibrant-outdoor-hub) [Jun 15 Corbin's Corner Shopping Center Transforms with Modern Upgrades](https://connect.regencycenters.com/blog/corbins-corner-transforms-with-modern-upgrades) [Jun 08 Regency’s Latest Placemaking Efforts Enhance Shopping Centers Nationwide](https://connect.regencycenters.com/blog/regency-placemaking-shopping-centers-nationwide) [Oct 31 Scraplanta Turns Trash Into Treasures at Regency’s Briarcliff Village in Atlanta](https://connect.regencycenters.com/blog/scraplanta-turns-trash-into-treasures-at-regencys-briarcliff-village-in-atlanta) [Mar 12 Get to Know Buckhead Landing in Atlanta, GA](https://connect.regencycenters.com/blog/get-to-know-buckhead-landing) [Sep 14 Regency Recognized Among 2023 Best Places to Work by Jax Business Journal and Atlanta Business Chronicle](https://connect.regencycenters.com/blog/2023-best-places-to-work) [May 14 Regency Centers Earns 18th Consecutive First Coast Healthiest Companies Award](https://connect.regencycenters.com/blog/18th-first-coast-healthiest-companies-award) [Feb 05 Regency Centers Announces Lone Tree Village Development in Colorado](https://connect.regencycenters.com/blog/regency-centers-announces-lone-tree-village-a-king-soopers-anchored-retail-destination-serving-the-ridgegate-community) [Jan 29 Regency Centers Acquires Mount Sinai Shopping Center in Long Island](https://connect.regencycenters.com/blog/mount-sinai-shopping-center-in-long-island) [Oct 30 Chic and Simple Lake Pajamas Joins Atlanta's Paces Ferry Plaza](https://connect.regencycenters.com/blog/chic-and-simple-lake-pajamas-joins-atlantas-paces-ferry-plaza) [Nov 15 Fresh Look Stories, Fall 2018](https://connect.regencycenters.com/blog/fresh-look-stories-fall-2018) [Oct 30 Chic and Simple Lake Pajamas Joins Atlanta's Paces Ferry Plaza](https://connect.regencycenters.com/blog/chic-and-simple-lake-pajamas-joins-atlantas-paces-ferry-plaza) [Feb 22 Exciting Announcements Surround Atlanta’s Paces Ferry Plaza](https://connect.regencycenters.com/blog/exciting-announcements-surround-atlantas-paces-ferry-plaza) [Nov 15 Fresh Look Stories, Fall 2018](https://connect.regencycenters.com/blog/fresh-look-stories-fall-2018) [Feb 22 Exciting Announcements Surround Atlanta’s Paces Ferry Plaza](https://connect.regencycenters.com/blog/exciting-announcements-surround-atlantas-paces-ferry-plaza) [Mar 12 Get to Know Buckhead Landing in Atlanta, GA](https://connect.regencycenters.com/blog/get-to-know-buckhead-landing) [Mar 18 Regency's Powers Ferry Square Unveils Vibrant New Mural in Atlanta, GA](https://connect.regencycenters.com/blog/powers-ferry-square-new-mural-atlanta) [Dec 19 Powers Ferry Square To Welcome Sweet New Merchant, Batter Cookie Dough](https://connect.regencycenters.com/blog/powers-ferry-square-gets-even-batter-with-batter-cookie-dough-counter) Subscribe [![Regency Centers](https://www.regencycenters.com/ResourcePackages/Regency/assets/dist/images/regency-centers.svg)](https://connect.regencycenters.com/) - 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