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Our story


Notsobig's philosophy is that children should be children for as long as possible and that their clothes should reflect their personality and joie de vivre whilst being stylish, comfortable and fun to wear.

Founded in June 2000 ‘notsobig’ (named after Roald Dahl’s imaginary crocodile) in the leafy North London village of Highgate.

We stock clothes ranging from newborn to 16 years including everyday clothes, special occasion wear and unique gifts for baby showers, christenings, birthdays and Christmas.

With a love of fashion and travelling, I am in my element when visiting countries all over the world sourcing unique, fun, and eclectic children’s fashions from well known, established designers as well as exciting new talent.

Since opening, ‘notsobig’ has gone from strength to strength; fast gaining a reputation as a destination shop for fashion conscious Londoners and celebrities seeking unique children’s wear and exemplary service. We were delighted to win Junior Magazine's Best Independent Boutique in their 2012, 2013 and 2014 annual Design Awards.

For customers who like to browse in my bijou Highgate store we always ensure their shopping experience is positive and rewarding. So it was important to me that we emulate this with our online shop by making finding, choosing and purchasing as easy as possible. I will despatch anywhere in the world and all purchases are wrapped beautifully in tissue and tulle.

Thank you for visiting and please don’t hesitate to get in touch if you are looking for something specific, we’d love to help.