Just A Few
Jersey girls
TRYING TO HELP THE WORLD
The family behind Cute as New, a curated children's resale boutique in South Orange, NJ.
Hi, I’m Dara Smith
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.
And that’s how Cute as New was born.
5-Star rated on Google
Featured on NBC New York, Despierta América, Vicinity Magazine & more
Helping hundreds of New Jersey families shop more sustainably
Diverting thousands of pounds of textiles from landfills
Meet The team
Hi! I'm Robin Lewis.
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 Impact Director, I manage our donations and partnerships to help clothe our community with style and dignity.
Hi! I'm Ellen Rice.
I'm a Maplewood native, mom of two, Nana to four, and a retired attorney and legal writing professor. I love fashion, fabrics, and shopping.
As Inventory Director, 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 overalls 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 shopping to feel like a treat, not just another box to check.
Style without Sacrifice
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 products. We need less!
Less production. Less overconsumption. Less fast fashion in 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 conveniently, so we can extend our impact beyond resale and create real community change.
These partnerships help us keep clothing in circulation, support local families, and extend our impact far beyond our shop walls.
Livingston Philanthropies
Livingston Philanthropies proudly supports families experiencing financial hardship and individuals facing homelessness throughout New Jersey. Through the generosity of donors and community partners, they distribute essential items including clothing, toiletries, diapers, and household necessities.
We're proud to support their mission through frequent donations of gently loved children's clothing, shoes, books, and toys.
The Willing Heart Community Care Center
The Willing Heart Community Care Center is committed to providing food, clothing, counseling, and family support services to the greater Newark community and beyond. Their work helps ensure that every individual and family has access to the resources and opportunities they need to thrive.
Together, we're helping extend the life of children's clothing while supporting local families with dignity and care.
Helpsy
Helpsy is the largest clothing collection company in the United States, keeping millions of pounds of textiles out of landfills every year.
Anything we can't donate directly to the community is responsibly recycled through Helpsy, helping ensure that even well-loved items go to use.
Moms Helping Moms
Moms Helping Moms is a New Jersey-based diaper bank and baby essentials organization that provides clothing, diapers, shoes, and critical supplies to families in need.
Together, we're helping ensure every child has access to the essentials they deserve while keeping quality children's clothing in circulation.
Organize and Play
Organize and Play transforms spaces into systems that truly work for your family. From organizing to storage, they help families feel prepared, supported, and ready for all chapters of life. Together, we make kids’ closet clean-outs simple, sustainable, and worth your while.
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.
What We've Accomplished So Far
Help hundreds of local families
shop more sustainably
Keep Thousands
of pieces of children's clothing in circulation
Diverted 1,300 lbs
of textiles from landfills
Saved more than 1 million gallons
of water
SERVING
families
THROUGHOUT ESSEX COUNTY
Cute as New is located in South Orange, New Jersey, and proudly serves families throughout Maplewood, Millburn, Short Hills, Livingston, Montclair, West Orange, and Essex County.
Whether you're shopping for quality secondhand baby and children's clothing, selling outgrown kids' clothes, or celebrating a growing family through one of our Baby Sprinkles, we're grateful to be part of your village.
Ready to join the movement?
Swing by The Co-Lab in South Orange, NJ and style your little one sustainably.
Join our email list for early access to fresh finds, special events, and exclusive promotions.
Follow @cuteasnew for new arrivals and behind-the-scenes fun.
Whether you're shopping, selling, donating, or celebrating a growing family, we'd love to welcome you into the Cute as New community.
Xoxo,
Dara, Ellen, & Robin
