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!

Hudson Threads


Tweens love the bold graphics and trendy sophistication.

New York-based Hudson Threads specializes in girls clothing available in sizes 4-16, perfect for those hard-to-please tweens.

Dayna Cohen and Michele Polo pride themselves on offering styles that are both fun and easy to wear.

Look for color blocking, graphic prints, neon and more in soft, flattering fabrics. aka mix two hot trends: color blocking and neon, with great success. For instance, the Kim Dress pictures on the left,  made from a Poly/Rayon/Lycra blend, is machine washable and Pucci-inspired, featuring a fun dolman sleeve design and oversized black cuffs. Where to shop and wholesale information available on the website.

  • 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!

Loved by Celebrity Kids and Everyone Else, too!


Kiddo By Katie and Love Jay Girls are getting a ton of attention from celebrity kids lately for their chic designs, luxe fabrics and ahead-of-the-trend pieces.

Most recently seen being worn by such famous faces as Willow Smith, Shiloh Pitt, Zahara Pitt, Suri Cruise, Ariel Winter and Kennedy Armstrong, these two brands are taking the kids fashion industry by storm -at an affordable price.

Established in 1992, the Kiddo By Katie clothing line appeals to the tween with a keen eye for high fashion.

The versatile Kiddo collection of structured military jackets, off the shoulder tops, playful knits and easy to wear dresses captures the innocence and high energy of the tween lifestyle, thoughtfully incorporating lace detailing, cascading ruffles and funky prints into a wearable look that’s on trend.

Love Jay Girls turns a little girl’s fairy tale into a reality, infusing princess silhouettes with a fashionable edge.

With an array of dresses for young girls sizes 4-8, the Love Jay Girls line captures the beauty and charisma of a young girl’s spirit with a combination of luxurious textures and colorful designs. The core belief that a princess lives inside every little girl is the guiding inspiration behind the enchanting collection.

From great everyday basics to fun, flirty dresses, Kiddo By Katie and Love Jay Girls truly have clothing for any girl who wants to stay as stylish as their moms.

If you want to get the word out about your innovative, imaginative and inspiring products for children, contact me today!

New Tween Line


Vancouver, WA-based Hula Mula – sister company to the popular boys collection Knuckleheads – débuts  a tween line.

“We have two tweens in our home and it was because of their persistence and creative style that we added the new sizes,”  co-owner and designer Melissa Nash tells HCRSourceBook.

Both of the Nash daughters were involved in the new Spring 2011 line which includes some vintage inspired pieces and comfy knits.

-Janet Muniz