About Yoya
Founded in 2002 by Cristina Villegas, Yoya began as a small children’s boutique in the heart of the West Village, a space where fashion and imagination met in equal measure. For nearly two decades, it became a neighborhood favorite — a destination for families who valued beauty, simplicity, and a touch of wonder.
After a five-year pause, Yoya has entered a new chapter. Cristina has reopened the store with her daughter, Mila, who spent her childhood surrounded by its world of color and creativity. Together, they’ve reimagined Yoya for a new generation, preserving its spirit while expanding its vision to include vintage women’s clothing, interiors, art, and thoughtfully chosen objects from around the world.
At its heart, Yoya remains a family story. One of continuity, care, and the warmth of coming home.
OUR SPACE
Our West Village shop reflects everything we love: clean lines, soft textures, organic tones, and small bursts of our signature Yoya red. Inside, you’ll find a mix of European kidswear, vintage finds, handmade objects, and local collaborations, each chosen with care and a sense of discovery.
338 West 4th Street, New York, NY 10014
Between Horatio and West 4th — on the same block where it all began. Come by, say hello, and see what’s new in our little corner.