Penelope’s

Not counting department stores, it’s not often we find a shop where every member of the family is guaranteed to leave happy. For husband-and-wife team Jena Frey and Joe Lauer, the trick is to stock their Ukrainian Village boutique with cool, well-designed lines that they themselves want to wear—A.P.C, Me and Arrow, and Sessun for women; Brooklyn Tailors, Mollusk, and Norse Projects for guys; plus a small but mighty selection of beauty-shelf staples from Herbivore Botanicals and Plant. And while there isn’t a ton for kids, the stuff that’s available—Petit Bateau onesies, Hansel from Basel socks—is all pretty much perfect.