Goldman hangs out in the HATCH studio.
Blank unpainted Matryoshka nesting dolls $9/six pieces, etsy.com
photography by JOY SOHN
text by CAROLINE BIGGS
Filled with light, pretty pigments and sleek accessories, this SoHo studio is the stuff our feminine dreams are made of.
A 19th-century mail organizer found on eBay anchors the large studio as a hip plant holder and bookcase.
LIFE IMITATES ART
This past June, with a growing number of fans for her collection of chic, wearable, on-trend basics—designed for stylish women before, during, and after pregnancy—HATCH founder and CEO Ariane Goldman decided it was time to find a permanent showroom to set up shop. She opted for an open loft-style space—complete with skylights and exposed brick walls—where guests can shop for select hours while getting a sense of the brand’s spirit. “HATCH is about celebrating women of all shapes and junctures,” Goldman says. “So I picked a place that felt as free and airy as the clothing does.”
Whitewashed wooden floors soften the raw brick walls enveloping the space.
GARDEN POT ceramic in pink $8 abchome.com OTHER PLANT VESSELS jamaligarden.com SHEEPSKIN RUG Auskin $120 clic.com CHAIRS Boomerang in black $195 each, abchome.com PENDANT LAMPS Naje white herringbone $125 each, abchome.com
A pinewood tree swing is a playful way to pep up office seating.
Two-person wood tree swing $244 michelevarian.com
For Goldman, a Manhattan native, choosing a downtown New York City spot was a no-brainer. “Everything in the collection (save the cashmere) is made right here in NYC,” she explains, “at the heart of where I’m proud to say I was born and raised.”
Goldman searched around the globe for the perfect pink sofa before finding a bentwood stunner with rose-colored cushions at an online shop in Australia.
COUCH The Dreamer in rose pink, about $2,115, popandscott.squarespace.com COFFEE TABLE Peekaboo in acrylic by CB2 $279 LOUNGE CHAIRS by Warren Platner, vintage
IN THE PINK
Not only is pink the official hue of HATCH, but it is also a favorite of Goldman’s daughters, making it an obvious choice for the showroom’s color palette. “There’s a pop of pink in every vignette,” Goldman says. “I use it as a focal point to help set the tone of the room. I especially love muted, almost-stained shades of pink,” she adds. “It feels light and feminine like the collection.”
A mélange of furnishings in pink—HATCH’s signature color—is sprinkled throughout the showroom.
DINING TABLE Odyssey in white by CB2 $199 CHAIRS Nerd in pink by Muuto $519 each, abchome.com
Most of all, Goldman was seeking an inspiring setting where her team would feel at home and energized by their surroundings. “All of our designs are made in-house,” she notes. “So it’s incredibly important to have a work space that promotes creativity.” Moreover, Goldman states, “I’m moved by women who are comfortable in their own skin and open to change. That’s the attitude I’ve tried to achieve with HATCH and the showroom space.”
Goldman (right) designed the showroom with help from “lifestylist” and friend Caitlin Levin.
“Pink Birds” print by Paule Marrot for Natural Curiosities $2,487
Lighten your delivery-day load with pre-packed essentials, such as the HATCH-to-Hospital Box and the HATCH-to-Home Set.
Goldman talks business about some of HATCH’s best sellers.
“It’s as flattering and easy as a jumper, but cozy and comfortable, too. It’s also great for the in-between seasons because it’s light but warm.”
“It’s soft and super lightweight—a luxe piece that can really be styled any which way.”
“Our speckled knit pants make great bottoms to low-key outfits, and the cashmeres are all you need for those days spent inside escaping the cold.”
the slouch dress
“One of our most successful silhouettes—it just looks so good on every body type. I wear my slouches to the beach, but I also dress them up for drinks.”
the ophelia dress
“The swing shape is effortless and will show off your accessories well. Plus, it looks perfect with tights in colder weather.”