STATEN ISLAND, N.Y. — When Nicole and Joe Chierchio decided to open a boutique toy store on Staten Island’s North Shore, they knew the vibe of their new business had to be magical. So, they painted the antiqued ceilings gold, purchased a full-size carousel horse for the window and filled the space with indie-label toys and games. Griflin’s Toy Emporium was born.
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Griflins Toy Emporium opens in West Brighton
“As soon as I walked into this space, I knew we had found the perfect spot,” Nicole Chierchio said, standing at the center of her newly opened toy shop, located at 840 Castleton Ave. “Now we just have to make it come to life.”
Chierchio is not new to the toy store game: She’s owned similar concepts in both Brooklyn and Staten Island, including Pumpkin Patch Kids and Splats & Squiggles Creative Studio. To launch Griflin’s, she leaned on the elements of those businesses that truly resonated with the community.
Toys from German retailer Hape constitute a large part of the stock at Griflin’s Toy Emporium.Staten Island Advance
“Our classes were always very popular, so that is going to be a focus here, along with private parties,” she noted, describing programs in art, science and building, as well as a hair-and-nails spa concept. “And the products are all from brands that I trust and love — unique buys that you cannot find anywhere else.”
The shelves are already filled with educational toys from Hape, a German brand that makes wooden trains, playsets, musical instruments and more. Melissa & Doug, Blokees and Glo Pals sensory toys round out the store’s collection.
Valentino plays with Play-doh at Griflins Toy Emporium.Staten Island Advance
“My children are my testers,” Chierchio said of her six kids, who range in age from 8 years old to 2 weeks old. “If they give their approval, I know the toy is a good buy.”
Chierchio said Griflin’s Toy Emporium fills a retail void in West Brighton, a community which hasn’t had its own dedicated toy store since the closure of Smiling Sunny’s in the mid-1990s.
The shelves at Griflin’s Toy Emporium are stocked with many Melissa & Doug products.Staten Island Advance
“You can shop in Target, but it’s just not the same,” the store owner said. “This is a small business that offers personalized service. If you come in and ask for a gift for a 4-year-old, I will help you choose the perfect present and gift wrap it for free.”
Chierchio will also soon offer what she called infant “giftables,” which shoppers can pick up on their way to nearby Richmond University Medical Center.
Magnetic books and other educational toys are available at the shop.Staten Island Advance
“We’re so close to the hospital, I thought it would be a good idea to carry balloons, cards and blankets,” she said. “Something you can just scoop up on your way to visit a newborn.”
All part of the very old-fashioned vibe she is trying to establish at Griflin’s.
“We’re just getting started,” she concluded. “I’m excited about this space and what we’re going to bring to the community.”
New Businesses in Focus is a column that tells the stories of new Staten Island business owners. If you run a new business on Staten Island and would like to be featured, e-mail jgorman@siadvance.com.
Griflin’s Toy Emporium at a Glance
Address: 840 Castleton Avenue
Phone: 917-450-0090
Instagram: @griflinstoyemporium
Facebook: Griflin’s Toy Emporium