Shop Scout: Yoya and Yoyamart

By Jen Smith
May 10, 2010

Sibling—or better yet, spouse—shops Yoya and Yoyamart are two of Manhattan’s most eclectic, forward-seeking children’s boutiques. Located in the ever-trendy Meatpacking District, the stores are a result of two couples' frustration with the lack of local children's stores that appealed to both parent and child.

In 2002, Gena Gerbier and Cristina Villegas Boujnah ("the wives") opened Yoya, a shop offering cutting edge children's fashion—some hard-to-get in the US—along with strollers, toys and modern furniture for the little ones. Two years later, Stephane Gerbier and JD Boujnah ("the husbands") opened Yoyamart (pictured above), a boutique that caters to the older kid from more of a dad-centric point-of-view. Street kicks, urban-artist designed t-shirts, modern furniture and wall decals, art books, foreign magazines, throw-back DVDs and Japanese anime, plus a mother-lode of vinyl toys, all have a place in this colorful space.

Recently, I popped into Yoyamart to say a little bon jour to French-born co-owner, Stephane Gerbier, who I've known both professionally (from my time as an editor at Cookie magazine) and as a customer (my now nine-year-old son is a huge fan) for many years. Stephane, who blogs frequently about his greatest finds at the Yoya blog, has a big personality, a quick-witted sense of humor, and an amazing eye for all things “kid.”

“Children see one thing with their eyes, while adults will see something else,” he tells me when I ask him about the philosophy behind Yoya and Yoyamart. “This is the thing about [our stores]. We love to have things in our stores that have double meanings—we want an experience for both generations.”

Big kid Stephane did a little personal shopping on eBay and gave us a glimpse into the vinyl toy universe, among other finds.

Roll over items for details

Herman Miller George Nelson Rosewood Coffee Table

"I am very attached to my George Nelson tables. It’s as if I always have to have one. I’ve had two George Nelson coffee tables before. I lost one in a divorce and I have to have another!"

(buy it now price, $500)

New Jackalope Plush 14-Inch Amanda Visell Tic Toc

Bunnies are the most gentle yet evil creatures, like in the book and movie, “Watership Down.”

(buy it now price, $26.99)

7” Joe Ledbetter SMASH Pink Gorilla Monkey Toy2R

"SMASH exists in different colors, but the pink is the nicest version. I am obsessed with monkeys—we opened Yoyamart in 2004—the Year of the Monkey."

(buy it now price, $79.99)

New Dunny 8” David Horvath Blue Eggdrop 2005 Chase Kidrobot

"David is the one of the creators of the Uglydoll. Uglydoll has become a huge phenomenon and is now a staple of the toy industry."

(buy it now price, $114.95)

New DALEK “Nightstalker” Space Monkey 2.5 Qee by Toy2R

"For us, James Marshall (aka DALEK) designed a Space Monkey. Children love him. He has universal appeal."

(buy it now price, $19.95)

New Hellboy 8” Qee Figure, Limited to 1500 Mike Mignola

"Mike Mignola, the original creator of famed comic book series “Hellboy,” designed these figures that were later merched with two blockbuster Hellboy feature films. A great find!"

(buy it now price, $74.99)