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Cutesy baby boutique brings Bushwick residents together

Charmed for Bushwick: Lifelong Bushwickian Melissa Han opened her boutique Charmed for Baby after deciding the neighborhood needed some adorable, organic baby clothes and toys.
Photo by Jason Speakman

They are uniting a neighborhood divided — through organic-cotton onesies.

Two Bushwick-born-and-raised moms have opened a cutesy baby boutique on a residential stretch of Harman Street, where the duo say they are bringing natives and newcomers together over the one thing everyone can agree on — infants dressed in adorable outfits.

“People love it — natives and hipsters,” said Melissa Han, who opened Charmed for Baby near Knickerbocker Avenue with her childhood best friend and business partner Elizabeth Correa at the end of December.

The duo decided their home ’hood was long overdue for some high-quality booties and New Zealand Merino-wool baby wraps when they grew tired of ordering online or venturing to Williamsburg or Manhattan for well-made cuddly goods.

“We thought, ‘Okay, we can’t be the only ones in this neighborhood that want these things,’ and we just did it,” said Han.

But the thought of launching an upscale operation in an area still largely populated by discount department stores was the source of some anxiety, said Han, who feared a backlash from long-time locals jaded by the rapidly changing neighborhood.

“This is very different from what Bushwick offers,” she said. “We’re much more high-end — so we thought it’s a shell shock — but people like it.”

Now the pair expect to see more twee boutiques pop up around the area, said Han.

“I think we’re just the beginning,” she said. “It’s like the cafes — you see one, and now there’s so many in this neighborhood.”

The shop will soon begin offering sing-a-long and art classes for tots and their moms. Correa’s husband, a salsa instructor, may also give dance lessons for the little ones, Han said.

Charmed for Baby [295 Harman St. between Irving and Knickerbocker avenues, (718) 602–4000, www.charmedforbaby.com].

Reach reporter Allegra Hobbs at ahobbs@cnglocal.com or by calling (718) 260–8312.

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