the be{tween} collection


Clothing and  jewelry made especially for tween girls.

012313_betweencollection_01Ashley Eiler was raised with southern style and classic taste, growing up wearing handmade clothing smocked and sewn by her mother, grandmother –and later on, herself. She has used this knowledge to create three successful children’s clothing businesses.

For 10 years now, Ashley has run her full-scale custom clothing and trunk show company, Blessed Be the Name, sells own brand, Favorite Laundry, at the wholesale market and currently owns a retail store also called Favorite Laundry in Alabama. Last year, she launched her latest brand, the be{tween} collection, a whimsical pima cotton line designed for girls sizes 7-14 to meet the needs of her loyal customers and their tween-aged girls.

I would love for each child to be well-dressed, feel beautiful, and together with their parents, take steps toward becoming a young lady.

012313_betweencollection_04From each original garment to the fabric it’s made from, Ashley and her team designed them to compliment another piece or be worn on its own. “The clothes are the result of an outpouring of our hearts towards an age group that we feel is not offered enough options in the retail market today,” Ashley recently posted to her blog. “I have the most wonderful team who has offered their thoughts and ideas selflessly to help bring this clothing line to you. Our efforts have resulted in an incredibly soft and original line of clothing for girls that deserve to feel great in their clothes and about themselves.”

012313_betweencollection_02The first collection includes nine pieces and jewelry, to which the team has added two more long sleeve options as transitional pieces. Future collections are meant to work with previous seasons “in an effort to help build a functional wardrobe that is comfortable and flattering to a sometimes awkward age, and appropriate for the formative years.”

Calling All Tween-Age Models! be{tween} is available as part of Ashley’s Blessed Be the Name trunk shows, in store and online. The team is currently working on the Fall 2013 collection and they’ve got a modeling contest going on! The company is giving two girls the chance to model the latest clothing from the be{tween} fall collection. Winners receive the chance to participate in a real fashion photo shoot, receive copies of all photographs, the clothing and complimentary jewelry. Enter here.

  • Children’s Retail Today publishes new posts on Tuesdays, Wednesdays and Thursdays. If you want to get the word out about your innovative, imaginative and inspiring products for children, contact me today!
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