GiggleBaby for JCP Calms Moms’ Sticker Shock

The luxury baby store hits a mall near you

When buying for baby, you naturally want the softest, sweetest, most stylish everything. But — if you’re as prone to overthinking as I am — today’s crib gets silently weighed against tomorrow’s college tuition.

So at 33 weeks pregnant, I’d say Giggle’s collaboration with JCPenney (hot on the heels of just-debuted J.Crew Baby) is launching just in time.

Dubbed GiggleBaby for JCP, the collection is being released little by little online now, with 567 shops-within-a-shop launching at JCPenney stores across the country October 4. And like the best high/low partnerships of late, the melding of the minds delivers the go-to luxury baby store’s expert eye and trusted aesthetic at reasonable prices.  


I went straight for the infant bath cradle ($30), ecofriendly wooden animal push toys ($20), sheep-studded leggings ($10), and snuggly sherpa fleece onesie ($28) — all of which cost half what I was about to spend elsewhere.

Other highlights include jaunty animal-print newborn sets, a nursery-brightening polka-dot piggy bank, and fuzzy hooded bath towels. And especially in Manhattan, land of the $1,000 buggy craze, that $100 stroller is a nice reminder to lighten up.

Available at jcpenney.com/gigglebaby, $4-$125.

Photos: Courtesy of  GiggleBaby for JCP