couldn't agree more!! i have three daughters and 7 nieces. As if by Magic is always our first port of call for something special. The range of merchandise is fantastic, and well priced. Visiting the store is a treat in itself! The kids just LOVE it! PLUS, they gift wrap your purchases beautifully! A great bonus for busy mum's. The owner clearly has an eye for selecting unique, gorgeous pieces that kids will treasure forever.