Lauren Alexandra is living up to its nickname, “a small wonderland.” The upscale baby boutique with locations in Briarcliff and Brookside has shifted its focus with a new program of  birthday parties and magical gatherings for princesses around the Metro. Themes include mermaid parties, fairy parties, tea parties, spa parties (with makeup and hair), and many more creative motifs.

“Our theme is granting wishes daily,” DiCapo says. “And what girl’s wish doesn’t include being a princess for a day?”

Lauren Alexandra’s parties are designed to accommodate up to 10 girls. Each party package includes a fancy table setting, sandwiches and sweets, and options such as makeup, crafts and story time. For birthdays, add-ons like custom invitations, a tiara and gift registry make the day even more special.

Of course, dressing up is the biggest draw for young girls. Lauren Alexandra’s party room is fully equipped with princess dresses, mermaid and fairy outfits, ball gowns … right down to miniature dress shoes.

“Girls have the option of purchasing their clothes to take home,” notes DiCapo.

Most of these parties will happen here in Briarcliff, which will become the “Wonderland” location while the Brookside store remains more traditionally boutique.

“Obviously, upscale retailers have challenges to face in today’s economy,” DiCapo says. “Instead of discounting and competing on price, it’s usually a better business decision to find something no one else is doing.”

The success of the first parties–and the pervading influence of princesses in pop culture–has convinced DiCapo there’s a big market for her big idea.

“We’ve got lots of plans,” she says. “When you constantly embrace new visions, that’s when your business will grow.”