No, NYC, that HATCH Collection pop-up shop wasn’t a dream, but we knew it had to come to an end at some point. After a little over a month of partnered collaborative events, children's book readings, shopping nights and video screenings, the HATCH pop-up has bid adieu. Bummer, we hate goodbyes. Especially when they involve saying goodbye to a shop curated impeccably with goods like Serena & Lily, Roseark, Ariel Gordon jewelry, and books by Marie Chantal.

Ariane Goldman, who founded Hatch two years ago and has thus far sold only online, says Soho was the perfect spot for the brand’s in-store experiment. “Soho has a sophisticated shopper, and Howard Street, in particular, attracts an international customer,” she says. And for Hatch fans looking to try the collection on in person, “I wanted to position the shop in a place that is elevated, sexy, and exciting.”

Goldman clearly has good taste, so we couldn’t help but wonder what her version of SoHo looks like. Sure, we get annoyed with the touristy Soho spots, but that Hatch shop on that block on Howard street reminded us there are still places in the middle of this big city that make you feel like have a NYC secret all your own.

Read on to find out all about Ariane’s SoHo staples.


Cafe Integral-Cesar is the most amazing Barista and his coffee-making is a pure art.


Sweet William-The selection there is delightful and there's not a thing I wouldn't want for my daughter Charlie.


Aire Spa -The most amazing new discovery! It's a candlelit world of steam baths, floating pools, saunas, etc and a dream of an afternoon with a friend or date.


McNally Jackson-Lovely bookstore with a cafe to duck into away from the Soho chaos

Non-maternity shopping

Warm-I'm loving the boutique Warm these days. It has such an eclectic selection of brands that I love as well as some for Charlie!


Smile to Go-The most wonderful food and low key selections each day. They’ve kept my belly full all month long during pop up!

Secret Spot

Café Select-The backroom at Select is perfect for a group of friends who want intimacy and great drinks.

Photography by Stylish and Hip Kids Photography.