Discover how Katerina Azarova, founder of Petite Maison Kids, is redefining children’s fashion with luxurious fabrics, whimsical details, and a flair for the unforgettable.

 

Laura Turner: What inspired the brand’s creation?

Katerina Azarova: I founded Petite Maison Kids in 2018 in New York. The brand was inspired by my children – while pregnant with my daughter, I realised I couldn’t find children’s clothing that matched my taste. I set out to create pieces that are both classic and timeless, drawing on the classic charm and style of my childhood growing up in Eastern Europe and the sophistication of New York, resulting in designs that are luxurious, playful and distinctive.

LT: How would you describe Petite Maison Kids’ signature look and style?

KA: Petite Maison Kids offers clothing for children from newborn to 12 years. Our signature style combines timeless, classic silhouettes with whimsical, elevated details – from the ethereal look of cascading tulle and organza to oversized bows that make each piece feel special. We are very detail-oriented in our designs and meticulous about the fit to ensure every piece is both beautiful and comfortable. We also prioritise natural, high-quality fabrics, such as soft cotton, linen, wool and cashmere. Among our key pieces, the Coco Collection is iconic, featuring beige tulle and striking black contrast elements, perfectly capturing the brand’s elegant yet imaginative aesthetic. We are also known for matching sibling outfits as well as mommy-and-me looks.

 

 

LT: Can you share more about the brand’s production?

KA: Petite Maison Kids produces two collections per year. Our main factory is in Turkey – it has over 40 years of experience and meets social compliance standards through SMETA. We produce in small batches to maintain quality and often incorporate recycled materials, reflecting our commitment to sustainability. In addition to clothing, we design shoes made in Portugal, as well as matching hair accessories and hosiery for each collection. We are also known for our knits and hats, and have expanded our ready-to-wear offerings and outerwear. While our collections feature a wide range of girls’ styles, we also design for boys, with a focus on matching sibling styles.

LT: Where is Petite Maison Kids available, and who are some of your key stockists?

KA: Petite Maison Kids is available globally through select luxury retailers including Nordstrom, Bloomingdale’s and Neiman Marcus, as well as a curated selection of high-end boutiques in Europe, the Middle East, China, and most recently, Galeries Lafayette in Paris. We carefully choose partners that share our commitment to quality, craftsmanship and distinctive children’s fashion.

 

 

LT: What is your strategy for wholesale in the UK?

KA: We’re focusing on building relationships with carefully selected UK luxury retailers and boutiques that align with Petite Maison Kids’ aesthetic and values. Many UK retailers reach out to us directly because their customers request to carry our collections. We prioritise partners that appreciate high-quality craftsmanship, distinctive design, and the exclusivity of our collections. Our goal is to establish a presence in key markets while maintaining the brand’s reputation for luxury and attention to detail, ensuring each partnership enhances the overall brand experience.

LT: Petite Maison Kids has been embraced by both celebrities and parents – how has this influenced your growth?

KA: It has been truly inspiring. Celebrity recognition brings visibility, and it’s exciting when high-profile recognition shines a spotlight on our work. Creating custom looks for a celebrity singer’s daughter for her world tour was an incredibly special experience. Designing for her was both exciting and meaningful – each piece was crafted to reflect the playful yet elevated spirit that defines Petite Maison Kids, while also aligning with the tour’s bold aesthetic. The project provided remarkable validation for the brand and reinforced our commitment to creating children’s fashion that is luxurious, expressive and unforgettable.

But what truly drives our strategy is the trust and enthusiasm of parents who value quality, craftsmanship and distinctive design. It’s amazing to know our designs resonate with families who value quality and creativity. This support has helped shape our growth and strategy, guiding the collections we create and the partnerships we pursue, while keeping us focused on making children’s fashion that’s thoughtful, luxurious, and full of personality.

 

 

LT: What role does your Instagram community play in shaping the brand?

KA: Our Instagram community of over 154K followers plays a vital role in shaping Petite Maison Kids. They’re an incredible source of support, inspiration and creativity, and we love featuring and connecting with our customers, many of whom have become like family to us. In many ways, they are responsible for our success today. Their feedback helps guide our designs and collections, keeping us closely connected to what families love most. It’s a loyal, engaged community that truly sits at the heart of the brand.

LT: Can you tell us more about your recent win in the Junior Design Awards?

KA: Winning the 2025 Junior Design Award for Best International Children’s Fashion Brand is a wonderful recognition of what Petite Maison Kids stands for. It reflects our commitment to creating thoughtfully designed, high-quality pieces that combine luxury, creativity and wearability. The award also validates our attention to detail, our careful selection of fabrics, and our dedication to producing collections that resonate with both children and their families worldwide. It’s an honour that reinforces our brand values and motivates us to continue raising the standard in children’s fashion.

LT: What challenges have you faced as a children’s fashion brand, and how have you overcome them?

KA: One challenge we’ve faced is that our designs are often copied or imitated. Early on, this was stressful, but over time we’ve realised that our creativity, attention to detail, and commitment to quality always keep us one step ahead. While others may try to replicate our pieces, they can never truly duplicate the thought, craftsmanship and spirit that go into every Petite Maison Kids design.

 

 

LT: How do you see the children’s fashion industry changing in the next few years, and how is Petite Maison Kids preparing for these shifts?

KA: The children’s fashion landscape is evolving to prioritise sustainability, thoughtful design and versatility, as parents increasingly look for pieces that are both beautiful and practical. We also hope to see a broader shift toward valuing quality over fast fashion, with families choosing pieces that are made to last. This is right up our alley. At Petite Maison Kids, we focus on high-quality, natural fabrics, small-batch production, and timeless yet imaginative designs. We’re also listening closely to our community, taking their feedback to heart, and expanding our collections thoughtfully to meet the needs of modern families while staying true to our luxury, detail-oriented approach.

LT: What advice would you give to someone looking to enter the kids’ fashion industry?

KA: My advice is simple: stay true to yourself. Bring something new and unique to the table; otherwise, what’s the point? The industry rewards creativity, authenticity and vision, so focus on what sets your brand apart and don’t be afraid to take risks.

For further information on Petite Maison Kids, please click here.