The tween years continue to present a fashion dilemma to girls and their parents, says Elena Grant. This is how the North Vancouver mother of three came to start Sofia-bella, an age-appropriate online boutique for girls that launched in September.
"My daughter Sofia turned 12 and started to become conscious of what she was wearing," said Grant, who also has two sons. "She didn't want to just shop at Gap and Old Navy anymore."
Grant started looking around for clothes that would fit her growing daughter's body but stay appropriate to her age. She talked to other moms having similar issues and even ventured to Seattle for a Nordstrom trip.
Grant's vision was to find clothing that empowered girls in their development as individuals, not just sexual beings.
The former stockbroker travelled to New York and Los Angeles to hand-pick tween lines that were trendy but age-appropriate, including the Me to We line that helps support Craig Kielburger's Feed the Children charity. She also created her own shirts with slogans like, "I am the change."
"I wanted to inspire them to be whatever they want in life, way beyond a princess or a diva."
Screenshot from Sofiabella