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.
“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.
“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.
“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.”…