Just over a year ago, a trio of moms and best friends opened the doors of Après, a children’s clothing store located in the heart of Bernardsville. The shop carries clothing ranging from sizes 2T to 16, along with accessories, books, and unique gifts. From everyday wear to dressier pieces, Après offers a curated selection — and during back-to-school season, a popular line of STATE backpacks.
POPPING UP IN BERNARDSVILLE
Lindsay Johnson, Whitney Hagan, and Victoria DiGiorgio live in and around Bernardsville, and were inspired to start Après when they realized there was nowhere local to shop for quality children’s clothing.
“Our goal was really to offer something local with unique finds — clothing, books, accessories, and gifts that feel special,” DiGiorgio says.
In February 2024, they started brainstorming the concept, beginning with an online shop and pop-ups. By July, they secured their storefront and opened officially on August 1 after some renovations.
To keep kids entertained while their parents shop, they added a creative space in the back of the store. Kids can draw on a chalkboard wall or play with crafts and toys. The area also doubles as an event space — from kids’ art classes to wellness chats and author visits.
FROM FRIENDS TO FOUNDERS
The three women met when their now-8-year-olds started nursery school. Their friendship quickly grew from casual playdates to daily mom walks and eventually, business plans.
“It’s fun to work with friends,” Hagan says. “We’re friends first and business partners second. We collaborate really well and bring creative ideas to the table.”
They each come from different professional backgrounds: DiGiorgio runs operations for a women’s clothing company and previously owned the store that occupied their current location. Hagan is a speech pathologist, and Johnson is a former lawyer. While new to retail, Hagan and Johnson quickly adapted, bringing complementary skills to the business.
“We all bring something different to the table,” Johnson says. “Our backgrounds may not be in fashion, but they add valuable perspectives to every decision.”
FINDING THEIR “AFTER”
With their youngest kids heading off to school, all three women found themselves asking: What’s next?
“Personally, we were all at a bit of a crossroads,” Johnson notes. “Opening the store brought creativity back into our lives and gave us something meaningful to focus on.”
That idea inspired the name Après, French for “after” — representing life after the baby years, and even after their first careers.
BUILDING COMMUNITY
One of the greatest rewards of the past year has been connecting with the local community — both through the store and their outreach.
“We love building relationships with customers,” Hagan says. “It’s been amazing.”
The team supports local causes through sponsorships and donations. In May, they participated in Mansion in May, where a portion of proceeds went to charity.
“There’s always a request — sponsoring a team, taking out an ad,” DiGiorgio notes. “You start to see how much small businesses contribute to the community and how important it is to shop local.”
The store has also become a place for moms to connect — a sort of social hub.
“I didn’t expect it to be so social, but moms come in, see someone they know, and end up chatting for 30 minutes,” Hagan says.
LOOKING AHEAD
Reflecting on their first year, the women agree it’s been a learning experience.
“Retail is tricky,” DiGiorgio explains. “There’s so much behind the scenes — buying, inventory, planning.”
Still, despite the challenges, they’re proud of what they’ve built.
“It’s been a whirlwind — a rollercoaster,” Johnson says. “There’s been ups and downs, but our motto has been to try everything.”
Heading into their second year, the trio is excited to keep growing and building their presence in the Bernardsville community.
“We’ve done every season once,” Hagan shares. “Now we know what to expect, and I’m excited to do it all again — even better this time.”
Après
Address: 20 Olcott Square, Bernardsville, NJ 07924
Phone: (908) 291-8515
Website: apresnj.com