Editor's Note: Some of our sponsor companies prefer to keep their children's businesses out of the national and regional trade show circuits (or at least not attend all the shows every season). So to keep you abreast of collections you won't find (or find infrequently) in trade venues, we've started this new column. We think you'll like our "Between the Shows" reviews as much as you've told us you enjoy our "Trade Show Reports" coverage.

L'OVEDBABY

Homebase: Los Angeles, CA

DESIGNER: SHARON OVED

Children's Sizes: NB to 12 months; Wholesale prices: Cotton basics $3-$9, shawls $15

"Our philosophy of design," says Sharon Oved, L'ovedbaby's owner and designer, "embodies a minimalist feel with keen attention to detail and a good fit. It's classy, elegant and beautiful in its simplicity. We're one of the favorite moderate-priced lines sold at high-end boutiques. With the quality of our fabric, our unique colors and our tailored design, we have a boutique look, but with very affordable price points."

Customers for Oved's collection of soft cotton basics and nursing shawls go beyond moms looking for affordable infant wear. Among Oved's fans are celebrity parents Halle Berry, Brooke Shields who called and wrote to Oved thanking her for her products, Courtney Thorne-Smith, Fred Savage, and Milla Jovovich.

"Our Cotton Basics Clothing Collection is a year-round line," says Oved, a former teacher who launched the collection in 2004. "We offer 14 styles, including a roomy Receiving Blanket, coordinating Reversible Bibs and an assortment of clothing styles. Our new line consists of eight stylish, solid colors (including the popular "Out-on-the-Town Brown," "Show-&-Tell Caramel" and our newest hit color, "Clay Gray," which we introduced a few months ago)," says Oved. Later this month, she'll introduce a new Baby Doll Dress, that will be available in all eight colors and in all sizes. The entire collection is made of 100% cotton, is extremely soft to the touch and on baby's skin, and has passed the new CPSIA regulations for lead content with flying colors."

The company's 4-in-1 Nursing Shawls are made of a breathable, lightweight microfiber and come in seven attractive tones that coordinate to the Cotton Basics line. "The pieces make a nice gift presentation for those customers who are looking to buy for both the baby and the new mom," says Oved.

Fine basics make happy babies.

This shawl is as much a necessity at feeding time, as it is an attractive accessory.

L'ovedbaby

Tel: 818-992-9911

E-mail: Sharon@lovedbaby.com

www.lovedbaby.com

Originally published January 17, 2009