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New Baby Store Pink Lemon Blue Lime Opens In Darien

Pink Lemon Blue Lime, a baby lifestyle boutique, recently opened in the Goodwives Shopping Center in Darien. Photo Credit: Alfred Branch
Darien resident Evelina Socha, owner of Pink Lemon Blue Lime. Photo Credit: Alfred Branch
Evelina Socha, owner of Pink Lemon Blue Lime, cuts the ribbon on the new business Thursday. First Selectman Jayme Stevenson, left, looks on. Photo Credit: Alfred Branch

DARIEN, Conn. – The babies of Darien will be among the best dressed in Fairfield County now that Pink Lemon Blue Lime has opened its doors in the Goodwives Shopping Center.

Called a “lifestyle baby boutique” by its owner, resident Evelina Socha, the small, cute shop sells clothes for the littlest boys and girls as well as bedding, nursery décor items, plush and educational toys, and gifts.

Socha, who has a background in sales but not retail, admits that it was a gamble opening a baby store in Darien after Wiggles & Giggles, but she was convinced it was a gamble worth taking because Darien is so family oriented.

“The response has been really good so far,” Socha said Thursday, the store's fifth day open. “We haven’t done any advertising, but we’ve already exceeded our expectations.”

She has truly boot-strapped her new business. She has Facebook and Pinterest pages dedicated to the store to save on advertising costs, and she sells most of the items, except for bedding, from a website,, in addition to the bricks-and-mortar shop. Online fulfillment is done right out of the store.

The inspiration for the store came from friends and family – one of her friends owns baby boutiques in Texas, she said – and also from her two children, daughter Emilia, 4, and son Graham, 2.

“It was hard for me to find cool boys clothing and stuff,” she said.

First Selectman Jayme Stevenson, who along with members of the Darien Chamber of Commerce helped Socha cut the ribbon on the store Thursday, said she was pleased to launch another new business in town that is dedicated to children.

“It’s fun to have another children’s store here in Goodwives again,” said Stevenson.

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