All Photos Credit by Jonathan Grassi
If you know me, you know that Cristina Villegas, founder of Yoya has always held a special place in my heart. It’s more than just a children’s boutique—it’s a piece of West Village soul, filled with warmth, creativity, and generations of beautiful style.
I’m so thrilled to share that after a five-year hiatus, Yoya is officially back in the West Village—and it’s even more inspiring than ever.
When my amazing friend Cristina Villegas first opened Yoya in 2002, it was instantly something special. Named “Best Kid’s Store” by New York Magazine in its very first year, it quickly became a destination for stylish families, designers, and creatives looking for something more thoughtful and elevated than your typical children’s store. I was one of them—drawn not just to the beautifully curated selection of brands, but to the heart, intention, and community behind it all.
As a new mom in 2006, I was personally obsessed with how carefully the store was curated—and how warm and welcoming the staff always were. They seemed to know exactly what I needed, whether I was shopping for clients or my own little ones.
During the pandemic, Yoya was one of the many beloved retail stores that made the difficult decision to close its doors. Through a series of pop-ups and a renewed vision & period of evolution. Through a series of pop-ups and a renewed vision, Yoya reignited its passion for filling a gap in the market—one that speaks to stylish, modern mamas who embrace fashion and lifestyle through beautifully curated children’s wear and thoughtful concept living.
Now, in the most beautiful full-circle moment, Cristina’s daughter Mila Boujnah has joined her on this journey. After working in fashion herself, Mila has teamed up with her mom to reimagine Yoya for a new generation—blending international children’s brands with curated women’s and kids’ vintage. It’s a space where mothers, daughters, and families of all kinds can find something that feels just right. It’s Yoya 3.0.
And let’s talk about the space. Design collaboration with Alexis Brown—the creative force behind stunning interiors for Ulla Johnson, Apiece Apart, and Cult Gaia—Yoya’s new home is a modern, airy, and inviting haven. It honors the brand’s playful roots while feeling entirely fresh and forward-thinking. It’s one of those rare places that feels just as good as it looks.
I couldn’t be more proud of what Yoya has become—or more excited to walk through those doors again. If you’re strolling through the West Village, make sure to stop by. Whether you’re shopping for your little one, for yourself, or searching for a meaningful gift, you’ll feel the love in every detail.
Address: 338 W 4th St, New York, NY 10014
Welcome home, Yoya. We’ve missed you.
