In The Magazine

The Little Nest on Main Street

Thursday, May 21, 2015

Taking a stroll along Main Street in East Hampton, one comes across a store that is not only pleasant to look at but incredibly useful as well, so much so that it’s surprising that something like this was not here before. Lullanest, a sophisticated and highly curated baby boutique, is the creation of Katerina Williams, a former lawyer turned entrepreneur. “I created a baby boutique because I wanted to share our outlook of how special it is to be starting a family, and I wanted to have a brand that reflects that,” she says. “I like being a part of people’s lives as they prepare for these little important world changers—it seems pretty special to me,” she adds.

Katerina and her husband first landed in Sag Harbor in the summer of 2011, when they rented a house for the season. It didn’t take long for them to fall under the spell of the old whaling village, its quaint feel and the beauty of the nature around it with its rocky bay beaches reminding Katerina of growing up on Long Island’s North Shore.

Shortly afterward, the couple purchased a house and made Sag Harbor their second home. “It is our place to recharge and to connect as a family,” Katerina tells me. “I always feel like I am on vacation when I am out here.” It seemed only natural that her next project besides starting a family was going to be in the place that she fell in love with: the East End.

Lullanest takes up part of an old farmhouse right in the middle of town. The space itself is bright and welcoming. The merchandise covers pretty much every aspect of what a parent could possibly want, all in one place. Lullanest stocks a myriad of baby and parenting essentials, including gear, clothing, room decor, toys, accessories and skin care products. True to its East Hampton clientele, all the brands are high-end, well-known and handpicked—Bugaboo, UPPAbaby, and Stokke, as well as Aden + Anais, to name but a few. This is a one-stop shop that takes away the chaos, indecision and anxiety of shopping for a baby, a feeling that is all too familiar to both new parents and those on their second or third child. But what sets Lullanest apart is that all the products are strictly for ages zero to two. Williams decided to limit the store to such a narrow age group with a specific reason in mind. “There are so many products out there, and you can go in so many directions that I don’t ever want it to become overwhelming, I want to maintain the boutique feel and the integrity of the merchandise,” she explains.

Everything in the store is subject to rigorous research. By talking to other moms and trying the merchandise herself, Katerina makes sure that her customers are recommended products that fit their lifestyle. “I like the personal approach; it’s what I do with the store,” she says. Her favorite product of the moment is the BabyBjörn bouncer. “I love products like that,” she says. “They do what they are supposed to do and keep the baby happy and safe. It makes life easier and has a great design.”

Lullanest, although only in its second year, is already playing a part in the local community. Besides being a pleasant and useful place to stop while browsing through town, Lullanest also offers interactive programming. Last summer they held a swaddling class and a baby CPR workshop. Upcoming events for this season will be posted on their website,, throughout the season. Also this July, Lullanest is supporting the Baby Buggy project, founded by Jessica Seinfeld, who is also a resident of East Hampton.

While babies go through their “terrible twos,” Lullanest’s second year will be just the opposite. Already with a strong following of devotees it will continue to evolve and bring joy to the summer crowds and full time residents; to parents and to those looking for that perfect gift. And speaking of gifts, if heading to a baby shower this summer, Katerina recommends a set of adorable Stella McCartney onesies.


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