Feature Articles: Behind The Brand

Over the past few years, Lori Riley, has taken her brand, Shoe Money, from a cottage industry working on a shoestring budget, to a shoe-in as one of the most “ahh”-inspiring collections of infant and children’s apparel and accessories on the market! Lori named her company “Shoe Money” after the ‘50’s housewives’ dollar-stretching expression, which referred to tucking away a few dollars to buy “I-want” items. In Lori’s case, she literally loved to buy shoes! When Lori left her teaching career to focus on being a mom, she quickly realized that she would need to get creative to make ends meet. Here, Lori shares her Behind The Brand tale of the trials and triumphs that gave her more than pocket change to keep herself well-heeled.

Alpha Industries sets the standard as a leader in cutting-edge apparel design. From flight decks to civilian sidewalks, Alpha stands on the frontlines of quality and fashion. Alpha is tried, tested and proven, and will remain part of the American culture. A youthful twist on that fashion history and tradition has now been brought to the children’s market under the Alpha Kids tag. Danielle Nestor, Director of Design and Marketing for Alpha Industries’ Kids Division, shares with us a Behind The Brand look at both its 50-plus year worldwide legacy and the birth of its newest creation, Alpha Kids.

Mommy Toolbox was launched by Mary Kay Holms in the Fall of 2008 after several years of watching her friends use less than ideal tools to attach things to strollers. She says, “I’m always looking for ways to make life easier and being able to strap things onto a stroller or your body leaves your hands free to take care of the kids.” Inspired to help other parents, she created the convenient Carabean clip. Mary Kay, based in Los Angels, gives us a “Behind the Brand” look at the tools of her trade and how she crafted her handy dandy company.

Here’s a sweet success story, inspired by both the fond childhood memories of a friend, and the wallabies who carry their young in a front-facing pouch! Eric says, “The same night we decided on the name myWallaby, we learned that Miriam was pregnant!” Miriam continues, “Given the ever-expanding shape of my belly during the months that myWallaby started to take shape, we can’t help but think that my growing belly was at least in part some inspiration for the myWallaby pouch!” Eric and Myriam share with The Giggle Guide™ how it all began and how their myWallaby Agile Doll Carrier has grown, along with their daughter.