About our stores

As the country’s first breastfeeding and babywearing boutique, we are comitted to helping new parents. Our shops were founded in order to make this challenging time easier and simpler, and with our guidance, it is.

We only stock parent-tested and BOING BOING approved products. Our expertise is why moms come from miles away to our Park Slope boutiques. We know what you need. From a 34G nursing bra to handmade woolies, we see parenting as a lifelong journey, not some fashionable trend.

Our mission has always been to serve the community’s changing needs, and have since 1996. Our sister store, boing! was established in order to host a place of our new moms groups, which enable women to meet the challenges of breastfeeding and beyond with the support of other moms. Women have been breastfeeding and babywearing since the beginning of time, and with our support will continue to do so.

About our founder

Boing! The sound of your life changing. That’s what Karen Paperno thought when she first gave birth to her daughter in 1995. Yes, life had changed, but the  challenges of being a first time mother proved daunting. Having gone through a breast reduction surgery at 17, she didn’t know beforehand if she would be able to breastfeed. As important as it was to her to try, there was no information or support to guide her. After weeks of struggling alone, she recognized there was a need for new mothers that wasn’t being met. Who needs more baby clothes? New mothers need help! She knew no woman should have to go through this alone, and was determined to help others with those initial challenges.  Being a new mother is hard enough. Nobody should have to go through this alone. With that thought, BOING BOING was born. At that point, she did not even know what a lactation counselor is. Now she is one.

BOING BOING was created to make life easier. As the first store to combine breastfeeding needs, babywearing and education in one place; it reflects the expertise and wisdom of an experienced mother and Brooklynite. In a world of constantly changing information, her dedication and knowledge serves her customer’s best interests and health. Every product in the store must pass rigorous standards.

Not one to be swayed by trends or pop culture, Karen Paperno remains committed to raising sensible children in a sensible world. She hopes the trend of helicopter parenting passes, and children will be allowed to play with sticks and climb trees once again. She has raised both of her free range children in Park Slope. and has had the good fortune to see a whole generation of other babies grow along with her.