Rishika Shahi
Sisters Brooke and JoJo Friedman have embarked on a heartfelt mission to empower girls in need by creating unique boutique shopping experiences through their nonprofit organization, SheStyles. Founded during the pandemic, SheStyles aims to provide personalized clothing options that not only meet the needs of young girls but also boost their self-esteem. By transforming the way these girls receive clothing, the Friedmans are making a significant impact on their lives, allowing them to feel confident and valued.
From Closet Cleanouts to Charitable Action
The inspiration for SheStyles came when the sisters cleaned out their closets during the pandemic lockdown. As they filled trash bags with clothes, they began to question whether the items they were donating would truly resonate with the girls receiving them. “I was especially worried,” said Brooke. This concern sparked an idea: to create an experience where girls could choose clothes they genuinely liked, rather than receiving random donations.
Since its inception in June 2022, SheStyles has organized ten pop-up boutiques that mimic the feel of an actual store. Each event features curated racks of clothing, fitting rooms, mirrors, and even custom bags and tissue paper. “We try to make it like an actual boutique,” JoJo explained. This attention to detail ensures that every girl feels special as she selects her outfits.
Personalized Shopping: Understanding Individual Needs
Before each pop-up event, the Friedman sisters gather information from participants through a Google form. They ask about preferred styles, sizes, and any specific clothing requirements. This personalized approach allows them to cater to each girl’s unique tastes and needs, ensuring that everyone leaves feeling happy and confident in their choices.
At the pop-up boutiques, Brooke and JoJo act as stylists, encouraging girls as they try on clothes. The sisters have served over 700 girls so far, primarily focusing on tweens and teens but also welcoming younger participants. “The girls are always telling us how excited they are to come and how much better they feel when they leave,” JoJo shared. This positive feedback reinforces the sisters’ commitment to their mission.
JoJo statement about the cause
“That’s something a lot of people take for granted, just being able to go to the store, pick out clothes you want to wear. It would be hard for me to just be given a pile of clothes and be forced to wear [those limited options] to school. I probably wouldn’t feel confident, [especially] if they didn’t fit me right,” JoJo says.
“It probably doesn’t feel great when all your clothes are just coming from a trash bag,” she continues, “but it feels good when you get to walk out of the boutique with three nicely wrapped bags of clothes you got to try on and pick out.”She continued.
“The girls are always telling us how excited they are to come and how much better they feel when they leave,” JoJo says. “It feels really good [for us too].” she concluded.
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