When Chrissy Cunningham moved to Scottsdale from New York in 2011, she grew frustrated at the lack of trendy clothing stores for kids in the area.
“[My mom and I] were craving that cool urban New York shopping experience but couldn’t find it here,” she says.
So they decided to open their own.
Cheeky Chic Baby & Kids Boutique opened off of Via Linda and 90th Street, moving to its current home at Scottsdale Quarter in 2016.
The boutique carries trendy apparel for sizes ranging from newborn to tween, and even some limited items in adult sizes, as well as accessories such as sunglasses, hair items, jewelry, handbags, and more.
“The clothing we carry is geared toward the cool, rocker, trendy, and preppy in all of us,” Cunningham says. “Our selections are very fashion-forward, and there is something in our store for everyone!”
While there is a large selection of brands, one favorite includes Jagged Culture, which is exclusive to Cheeky Chic in Arizona.
“The designer is a dear friend who hand-sews and creates all of her trendy artistic pieces in Los Angeles,” Cunningham explains. “Her brand is a customer favorite. We also carry a heavy assortment of rock ’n’ roll concert tees for babies up to adult sizes from brands such as Rowdy Sprout, Daydreamer, and Chaser. Our infant, baby, and toddler brands include Huxbaby, which is a trendy line made with organic cotton, as well as one of our best-selling popular brands Fairwell, which is super soft and made in the United States.”
As for the store’s name, Cunningham shares that it was inspired by her son, Chase, who had “the cutest and chubbiest cheeks” when he was born. Cheeky Chic is a nod to his cheeks, as well as his “spunky, cheeky personality,” with Chic added as a nod to the type of clothing offered.
Running the store—which celebrates its 10th year in business next spring—is a family affair. Cunningham and her mom, Geri, run it, but each family member also has a role.
“I love that I get to work with my mom!” Cunningham says. “She and I are extremely close, and it has been a blessing to rely on each other's strengths to grow this business over the past nine years.”
In addition to helping run the business, Geri is also a photographer. Together, the pair organizes photo shoots with local models and children in their fashions. Often they have fun themes such as “Stranger Things,” “Legally Blonde,” “90210,” and recently, a “Barbie”-inspired photoshoot.
They also hold a large fashion show yearly at Scottsdale Quarter’s Quad. Approximately 130 children participate, walking the runway to rock ’n’ roll music. The pair’s goal is for each child to feel like a rock star for the day and gain confidence through the experience.
Children interested in being involved in upcoming shows or photo shoots can keep an eye on the store’s Instagram and Facebook pages for casting information. It’s free to attend and participate.