It doesn't feel madly important does it? Why do we care so much about the need for tweens and teens to be properly catered for on the UK High Street? "We've managed for years the way things are" I've heard people say, "Why fix something if it isn't broken?"...
Our Answer is clear - In our view, it is broken and it does need fixing! A 12 year old girl looking for clothes to wear on the UK High Street either has to resort to clothes designed for a much younger girl or to clothes designed for women. There is so little on offer in terms of teen fashion created with their needs in mind. We don't believe that's right - they are not little girls anymore and they are not definitely not yet women. Why shouldn't they be able to shop for their age - both in terms of sizing and style?
A 12 year old girl (and most girls from around the age of 10-16) wants to look more sophisticated but they don't want to look too adult (and their mums definitely don't want them to look too adult - as a mum, I definitely get that). The truth is that once a young girl starts to develop, their shape doesn't work in children or adult styles.
How totally demoralising for a young girl, already struggling with the usual teenage angst, to not be able to find girls party dresses that make them look and feel amazing and that actually fit!! It makes them feel that there is something wrong with them which couldn't be further from the truth. The problem is simply that the offering for girls of this age is just lacking here in the UK.
So, we're on a mission to create gorgeous tween occasionwear for girls aged 8-16 so that shopping becomes a pleasure again. We want to change the way tweens and teens shop, one dress at a time - clothes designed with tweens and teens at their heart, modelled by tweens so that the fit on a young girls body is honestly represented and designed and available here in the UK in our attempt to be as sustainable as we can...
What could be better? Welcome to Sass & Sparkle... I am so excited about the journey ahead and look forward to you joining me along the way...