Reimagining
Children's Resale
one tiny trendsetter at a time.
Cute as New is a curated secondhand children's boutique in South Orange, New Jersey, on a mission to make secondhand shopping feel every bit as good as shopping new.
By combining boutique-quality curation, community impact, and an elevated shopping experience, we're helping families save money, reduce waste, and rethink what children's resale can look like.
As Seen In
About Cute As New
Founded in 2025 by cancer survivor, marketer, and mom of two, Dara Smith, Cute as New was born from a simple realization:
Kids outgrow clothes in months. Quality clothing can last for years.
What started as a personal frustration with the cost and waste of children's clothing quickly evolved into a mission to make secondhand shopping more accessible, stylish, and enjoyable for modern families.
Today, Cute as New offers quality secondhand children's clothing, shoes, toys, and accessories for babies through 8Y, along with services including personal styling, baby registries, and sustainable baby sprinkles.
Located inside The Co-Lab in South Orange, NJ, the baby and children’s secondhand shop proudly serves families throughout Essex County and beyond.
By The Numbers
5-Star rated on Google
Hundreds of local families served
1,000+ pieces of children's clothing kept in circulation
1,300+ pounds of textiles diverted from landfills
More than 1 million gallons of water saved
Story Angles
The Children's Resale Industry Is Due for a Glow-Up
How one New Jersey mom is making secondhand shopping feel boutique-worthy.
From Stage 4 Cancer to Small Business Owner
How a life-changing diagnosis inspired a mission-driven business focused on community, sustainability, and impact.
Why Buying New Shouldn't Be the Default
A fresh perspective on overproduction, children's fashion, and circular shopping.
Sustainable Parenting Without the Guilt
Practical ways families can reduce waste without spending more money or adding more to their to-do lists.
Reinventing Baby Registries and Showers
How curated registries and sustainable baby sprinkles are helping families celebrate more intentionally.
Media Resources
Available upon request:
- Logos
- Store photography
- Founder headshots
- Interview opportunities
- Impact statistics
Media Contact
Dara Smith
Founder & Owner
Cute as New
📧 Dara@cuteasnew.com
📍 South Orange, NJ
For interviews, speaking opportunities, partnerships, podcast appearances, or media inquiries, please reach out.
LET'S TELL A BETTER STORY ABOUT SECONDHAND.
