About Shop Up

About Shop Up

We’d love to take credit for the concept of our ShopUp events, but really it was our boutiques who asked for it, followed by demand from our readers.


Our shops and brands, many which operate solely online, wanted the opportunity to have a physical presence to sell their wares. They wanted to reach our loyal community of parents who appreciate quality and who support independent brands and businesses. They wanted to connect to their customers in person and have the chance to seek feedback on their products.


We also received numerous emails from readers asking us for shopping events where they could find a wide selection of stylish children’s brands and shops all under one roof. Not just a pop-up shop, but a pop-up emporium filled with beautiful brands and products you can’t find on the high street.


The seed was planted. And we helped it grow!


In 2013, we hosted our first ShopUp event in Primrose Hill, London, bringing together 25 independent boutiques. That first event was a success – not just for our shops and visitors, but also for us to meet our readers and witness the connections it brought to our online community.  


In 2015, following the success of two events in London, we hosted the ShopUp in Brooklyn, New York, and in 2016 we brought the ShopUp to Los Angeles. We now host annual events in all three cities at different points throughout the year.


In addition to unbeatable shopping and inspiration, we also bring in fun activities to keep the little ones happy, gourmet food and drinks to keep you fuelled, and the chance to win fun prizes in support of our designated charities. It is always a super fun family day out.


We hope to see you at the next one!

 xxx Courtney, Esther & Emilie




Breastfeeding and stylish? No problem! The beautiful, comfortable and oh so convenient nursing clothes from @loveallette will be at #TheShopUp in New York on September 17-18! See you there, nursing mums!#theshopupnewyork
1 day ago
Hard to resist the beautiful clogs from @mabokids, even if they're clearly not the right size! We're going through our LA photos and we can't wait for our next #TheShopUp event, on September 17-18 in New York! Don't miss it!
2 days ago
The gorgeous moon and star thread bracelets from @lunaandstella celebrate the connections between the closest of family and friends. One for mama, and one for daughter, or grandma, or sister... Just beautiful ️ Find them at #TheShopUp in New York on September 17-18. #theshopupnewyork
6 days ago
So happy that @lovesakurabloom is joining us in New York for our next #TheShopUp event! Their gorgeous collection of all-natural fibres (silk, linen, bamboo and cashmere) baby ring slings are so convenient and so stylish! Save the date - September 17-18 in Brooklyn #theshopupnewyork
1 week ago
The stylish moccasins from @lexandliv are chrome-free, non-allergenic and tanned and dyed using only the purest vegetable ingredients. Oh, they're also easy to get on, but difficult for babies to remove. Pick your favourite pair (or more) at #TheShopUp in New York on September 17-18! #theshopupnewyork
1 week ago
This one is for you, London mums! Now you can discover family-friendly gems in your ‘Hood thanks to @motherhood_ldn! 🇬🇧#motherhood #london
1 week ago
Have you seen the new floor pillows from @nattinattinyc? They're SO cool! And they will be at #TheShopUp New York on September 17-18! To check out all the participant shops, follow the link in profile! #babyccinoboutiques #theshopupnewyork
1 week ago
We're so happy to come back soon to New York with the best of our @babyccinokids boutiques and to have ice cream for lunch like @lululuvsbklyn did last year. Save the date: Sept 17-18🇺🇸#theshopup #theshopupnewyork
1 week ago
Beautifully simple and super stylish, the gorgeous collection of organic pure merino essentials from @rootswingsmerino are perfect to layer when the weather gets unpredictable (like, European weather between Spring and Summer!️️) #babyccinoboutiques
2 weeks ago
SOLD OUT!Thank you to all the shops who have signed up, we are fully booked now - less than 2 days after opening the bookings! But please contact us if you're interested in taking part in the event so that we can add your name to the waiting list#theshopup #theshopupnewyork
2 weeks ago
Our beautiful new book, '9 months: A month by month guide to pregnancy' for the family to share, is AVAILABLE NOW!You can order it here:UK: http://amzn.to/2n6eCT7 / US: http://amzn.to/2nVWOZo / AUS: http://bit.ly/2nDYggy
1 month ago
Esther and Courtney wrote a beautiful, month by month guide to pregnancy for the family to share. Perfect to prepare your child for the arrival of their new baby brother or sister!PRE-ORDER YOUR COPY: UK: http://amzn.to/2nVWOZo US: http://amzn.to/2nVWOZo AUS: http://bit.ly/2nDYggy
2 months ago
Check out the cool vibes of our Shop Up event in London in December!
2 months ago
Our 2nd live shopping event in Brooklyn was amazing! Great shopping, delicious treats, tons of kids activities and a super cool family photo booth!
6 months ago
Esther shows us her recipe for delicious mint syrup.
8 months ago
Our live shopping event in London at Chelsea Old Town Hall in 2015 was a big success and so much fun.
8 months ago
Here we show you how to harvest rhubarb from the garden, and make it into a delicious compote. If you make oatmeal at the same time, you have made a delicious and nutritious breakfast that your family will love! (Ours do!)
11 months ago
This gym bag is such a fun and easy project, also for beginners this is a nice sewing project. Esther, Emilie and the kids had so much fun going to the market choosing all the supplies. The fabrics from Little Cube are the cutest!
1 year ago
Our first live shopping event in Brooklyn was a great success. We loved seeing the best boutiques under one roof, combined with great food and fun activities...and some dancing! Hope to see everyone this year again on September 18th & 19th at 501 Union, 501 Union Street in Brooklyn.
1 year ago
Hi guys! Here Bethie and I are showing you how to prepare a super easy dish that your family will love -- a video we bring to you in cooperation with Abel & Cole, deliverer of fabulous food boxes filled to the brim with organic freshness! Here's the list of ingredients:a royal 1 tbsp of olive oil1 butternut squash1 red onion2 red peppers2 garlic cloves4 vine tomatoes150g quinoasea salt & freshly ground pepper300 ml vegetable stock2 tbsp red wine vinegar25g raisins80g black olivesAnd for the garnish:a handful of chervilfeta (optional)Directions:Peel your butternut squash. Cut in half and scoop out the seeds. Chop the flesh into 1cm chunks.Peel and cut the onion into thick slices. Cut the pepper in half and scoop out the seeds and white pith. Chop into bitesized pieces. Peel and thinly slice the garlic. Roughly chop the tomatoes.Rinse the quinoa under cold water to remove any bitterness.Heat 1 tbsp olive oil in a large heavy based pan. Tip in all the veg and quinoa. Pour in the veg stock and the red wine vinegar. Add the raisins and the olives. Season with salt and pepper.Pop on a lid and cook for 30-40 mins until the squash is soft and the sauce thick. Stir every now and then during cooking.Scatter over the chervil (or flat leaf parsley leaves) and serve in warm bowls. Top with crumbled feta if you like!A super colourful, super easy and super delicious dish for taste buds of all ages!Bon appétit!
1 year ago