I have been very happy with this store. It's in Yorkville, so no, it isn't cheap. I created a registry and went in a couple of times and now they greet me by name when I come in, which is unusual these days. They've been very helpful and knowledgeable. It's a small store, but the quality and selection of their products is great. I asked them to call me when a particular stroller came in, and they did. So far, nothing but psoitive things to say about this store and their staff.