Just A Few
Jersey girls
TRYING TO HELP THE WORLD
Just A Few
Jersey girls
TRYING TO HELP THE WORLD
As a teen who couldn’t resist a pair of vintage jeans, I had a love-hate relationship with thrifting. The thrill of the hunt? Always a blast. The musty odor? Not so much.
Fast forward (just a few) years, and I found myself back at the racks — not sifting through designer digs, but cleaning out my kids’ closets…way too often.
Secondhand just made sense — for me, my wallet, and the planet. But in my mom circle, it just wasn’t a thing.
Later, after a life-changing cancer diagnosis, my little hobby became something more meaningful. Every day felt heavy, and even the lightest moments carried a shadow. But dressing my kids in adorable outfits became a joyful, harmless escape from the dreaded “what ifs” that kept me awake at night.
As I recovered, I started thinking about my next chapter.
I wanted to be out in the town I loved, with the people I adored, making a small but meaningful difference in a sometimes big, scary world.
Meet The team
I’m a Maplewood alum, aunt of two, grand-aunt of four, retired attorney, and dog mom to the sweetest mutt I know. I’m happiest with a list in hand, an event to plan, and a shady spot to lounge in.
As Head of Operations, I’m the one keeping the girls on task and managing all the details that keep our shop running smoothly.
I’m a Maplewood native, mom of two, Nana to four, and a retired attorney/legal writing professor. I love fashion, fabrics, and shopping.
As Head of Customer Experience, you’ll find me inspecting every button, seam, and stitch to make sure your little one feels like the first (and only) kid to love their look.
Our Values
Community
SOMa is our village, and we wouldn’t want to be anywhere else. When we share resources, we can spark real change together. So consider us your community closet, where your baby’s outgrown jeans become your neighbor’s next adventure.
Convenience
Parenting takes it all — your time, your energy, and your snacks. That’s why we’ve made resale easy with on-trend pieces, tidy racks, and no added stress. Because we want styling to feel like your little treat, not just another box to check.
Cuteness
Why choose between style and sustainability? From tiny tees to twirly dresses, we do both, and we do them well. And trust us, nothing looks sweeter than a zero-waste onesie.
Circularity
We don’t need more “sustainable” baby brands — we need less. Less production, less waste, and less fast fashion filling our landfills. By keeping what we already have in motion, we can break the cycle of overproduction and give garments a second (or third… or fourth) life.
Imperfect Action
We’re over the all-or-nothing mindset. Sustainability isn’t about perfection. It’s about doing what we can, learning as we go, and making itty bitty changes that build massive movements.
Our partners
At Cute as New, we’re proud to work with organizations that share our mission to clothe kids responsibly, affordably, and stylishly — extending our impact beyond resale and into real community change.
Helpsy
The largest clothing collection company in the U.S., Helpsy keeps millions of pounds of textiles out of landfills each year. Their mission to make secondhand simple ensures every item gets a thoughtful second life.
Moms Helping Moms
This New Jersey-based diaper and baby supply bank provides essential clothing and shoes to families in need. Together, we’re helping parents access the outfits their kids deserve, no matter their circumstances.
Our impact
We dream big, and you’re part of the plan. Hold us accountable, cheer us on, and check back often to see the difference we’re making together.
First-Year Goals:
Help hundreds of local families
shop more sustainably
Keep 3,000 pieces
of kids' clothing in play
Divert 1,200 lbs
of textiles diverted from landfills
Save over 2 million gallons
of water
Want to help keep the
cuteness
in circulation?
Swing by The Co-Lab in South Orange, NJ and style your little one sustainably.
👉 Join our email list to get early access to fresh fits, special events, and ways to get involved.
💛 Follow us on Instagram @cuteasnew for new drops and behind-the-scenes fun.
Okay, enough talking. Let’s work together to make shopping secondhand become first nature.
Xoxo,
Dara, Ellen, & Robin
