Sweet Musings of Sugar Lulu

By Laura Vaillancourt

“‘Sweet, chic, animal lover, fancy, funky, international, free spirited.” In time this list created by a group of 10-year-old girls turned into Sugar Lulu: a company dedicated to giving tween girls the products they want. Owner and developer Shari Kaufman was inspired by her tween daughter’s struggle to find clothes that were not too babyish, sophisticated, or inappropriate.

Sugar Lulu has a modern vintage look with products that inspire girls to express their style, explore their creativity and just embrace their love of beautiful things. The company differs from most tween developers because the designers consult directly with their demographic. Tweens get to vote on designs, review products, and even create their own product ideas. Girls get to star in videos and photo shoots and are instrumental in determining what Sugar Lulu produces.

Kaufman works with a special group of designers who understand their modern yet vintage looking patterns. Their goal is to bring fun patterns to each season, yet have them all hang together to create a cohesive feel. Kaufman states, “We are always looking for new talented designers who want to bring a bit of fun and whimsy to this fickle market.”

Currently their products are sold across the country to stores like Nordstrom, Hallmark and Learning Express. A number of gift, toy and specialty tween apparel stores carry the line as well. Sugar Lulu does not sell on Amazon or into the mass market; Kaufman states they have a strict M.A.P. policy to support the local stores.

Personally Kaufman says her favorite thing about having created Sugar Lulu is, “being able to show my daughter that you can do anything if you put your mind (and hard work, and all your money, and all your time) into it! If you can dream it, you can do it! …. We are proof.”

Many new products for 2015 are still in development being reviewed by the girls and looking to pass tough critiques. In September they will be releasing four Make Your Own Jewelry Kits, which are packaged in collectible tins and include, make a necklace, make a bracelet, make Best Friend Forever rings, and make a charm for your pet’s collar. They also soon will be releasing a line of journals, and their Jewelry Armoire, which Kaufman says has received the best feedback.

For more information on Sugar Lulu, visit www.sugarlulu.com