Founder Traci Channer of The Decided Collection Designs Pajamas for Tween Girls with Comfort, Confidence & Connection in Mind

Please share a brief introduction about yourself and your business

I always knew I wanted to start my own company, I just didn’t know exactly what it would be. When I left corporate America in 2021, I was burnt out and wanted to spend more time with my young daughter. Little did I know that she would be the inspiration for The Decided Collection. As she grew up, so did her taste in clothes. We couldn’t seem to find pajamas that I felt were age appropriate, and that she felt were stylish, comfortable and not too “cutesy”. Why was it so hard to find something we both loved? That’s when I knew—there was a gap in the market, and I wanted to be the one to fill it. Using my corporate background and absolutely no background in fashion, I started doing research, making connections and never gave up. Today, I couldn't be happier to be working with other phenomenal Entreprenistas to bring my vision to life. My dreams for The Decided Collection are bold, so this is just the beginning.

Who are your customers?

My daughter and I are our customers - moms of tween girls and tween girls.

What was your background prior to starting your own business?

Early in my career, I worked in Marketing & Advertising, but spent the majority of my career in Internal Communications, Branding & Change Management.

What made you take the leap to start your own business?

A few years ago, my husband went back to school to get his MBA from UCLA, so we decided it was a good time for me to take a pause and spend more time with our daughter. I needed that time more than I expected as it took me a while to unwind from the demands of my corporate career. Having this time was a gift and allowed me to think beyond the day-to-day. The idea of pajamas for tween girls and my desire to bring it to life was something I couldn't stop thinking or talking about. I knew if I didn't pursue it, I would regret it for the rest of my life.

Did you always know you wanted to be an entrepreneur?

Yes, I have thought about having my own business for as long as I can remember.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

Prior to launching, I was so focused on everything that needed to be done that I didn’t concentrate as much as I should have on building awareness about me and the brand. That really started a couple of months prior, which truthfully was a great learning for me and something I tell other pre-launch founders not to do. So, my strategy of getting the word out did not go as planned, but I wouldn’t trade this learning for anything. I had to do things my own way and in my own time. The growth I have experienced since launching is remarkable. I am a different entrepreneur today than I was before I launched. And, lets just say that today my marketing strategy looks a lot different and is a top priority.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

As I learned more and more about kids clothing and specifically pajamas, I quickly understood there were legalities that had to be addressed like fire-retardant fabric. Kids’ pajamas either need to be tight fitting which was not at all the style I was looking for or fire-retardant treated. One of my non-negotiables was having an ultra-soft, comfortable fabric that could accommodate the type of styles I wanted to design. I was working with a fashion designer, and she was great, but wasn’t a manufacturing expert. I met with a few manufacturers, but nothing felt right. I just didn’t know what I didn’t know. I was stuck. I had designs but couldn’t move forward. I was worried; however, I knew this wasn’t my area of expertise so I had to find someone to partner with that could take me from where I was to product at my door. One day I was in the Entreprenista community looking around and saw a Fashion section. That’s where I found ARD Consulting. To say I was optimistic is an understatement. I did some due diligence and then reached out to the founder. We immediately hit it off and everything in me said, “This is exactly what you have been waiting for so go for it.” and I did! Not only was she able to source fabric for me, but she was able to source the exact fabric I wanted. It is ultra-soft and beyond comfortable. What was a major roadblock turned out to be the exact redirection I needed. Had I not followed my gut and tuned into my strengths and weaknesses, I would have missed out on this opportunity and honestly would have wasted a lot of money and time.

What accomplishment are the most proud of to date in your business?

I am incredibly proud of being an example to my daughter who has played a very important role in my business. There are no words to describe what it means to have her watch me take an idea and bring it to life. I am also proud of the work we are doing to build community. As a mom of a growing tween girl, I am always seeking guidance from others. I don’t have being a mom all figured out and any time I think I do, a new phase of my daughter’s life comes to light, so I am back at ground zero. The topics, organizations and brands we have been able to partner with and highlight so far on the blog (decidedly you) have been incredibly helpful and insightful. I want to continue to bring my community more resources and tackle top of mind, relevant tween topics. We are truly just getting started.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

My journey to motherhood was long and hard. It was an eight-year roller coaster ride of infertility treatments, pregnancy, a rough miscarriage and pursuing adoption to now being the grateful mom of two amazing kids. I know when I was in the thick of growing my family and dealing with my struggles, all I wanted was to hear from anyone whose story I could relate to for hope that I would make it through. I was recently able to share my story on Abbe Feder’s podcast Women’s Wellness and it was an amazing experience. The feedback I received even from people closest to me was so supportive and moving. Many talked about how emotional it made them and how proud they were of me being so open. My goal is to do a lot more sharing. If I can help one woman feel less alone and hopeless, it will be worth all the vulnerability it takes to put my story out there.

What's next for your business? What can we expect to see over the next few years?

We will continue to focus on the quality of our pajamas - fabric, designs, styles, but also expand our product offering beyond clothing. Products thoughtfully made for tweens that moms can trust. We will also continue to grow our community and expand what we offer via our blog (decidedly you) - expert advice on relevant tween topics, highlighting other great tween brands, being a resource when moms/adults of tweens are looking for answers or ideas. And eventually bringing this community together with an in-person event.

What is your top productivity tip? 

This is a good question and to be honest one I am not sure I have completely figured out yet, but I would say tackle the hardest thing on your list first thing in the morning when you are fresh and can truly focus. If you are up against some hard deadlines, clear your calendar so you are not being pulled in too many directions at one time. As an entrepreneur, you get to create the type of regimen you want to follow. Don't forget that.

On the flip side, how do you avoid burnout?

I avoid burnout by no longer doing things I don't want to do and am also very aware of my strengths and weaknesses. There was a time both personally and professionally when I would do things because I thought I should or was worried about what other people would think of me and it wore me out. I try very hard not to do that anymore. I have become a lot more comfortable with saying no. I also pay close attention to my strengths and weaknesses. Sometimes I need to push myself, learn something new, etc., but if by doing that, I am eating up time, resources and ultimately not finding any joy in it, I am ok asking for help or hiring someone to do that work. This allows me to focus on the tasks I am really good at and give me energy. There is nothing I enjoy more than losing time working on a project.

What is your approach to work-life balance / integration?

My work and life are completely integrated. My office is in my home, I work around my kids schedules doing drop offs, pick ups, attending school events and after school activities. I also work on the weekends or when we have some quiet time at home. They get to see that you can do both - work hard on something you believe in and still be there for the important things in life. 

What is one thing you wish you had known when you started your Entreprenista journey?

What an amazing experience it would be! The resources and support of the community have been such a blessing. Shortly after I joined, I attended Founders Weekend which was just what I needed to see at that time. I was still developing my product and the business so to see other female entrepreneurs at all stages was so inspiring. Today, everyone I work with that supports my business is a fellow Entreprenista. And, I have made some great connections and friendships. Having this kind of support is priceless.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

I am a Mamaprenista. My best piece of advice would be to give yourself some grace and create an environment that works for you and your family. It is hard not to compare yourself to others and how they are doing things, but at the end of the day, we are all on our own journey so don't be hard on yourself. What is meant for you will always come!

What's the one app on your phone you absolutely cannot live without and why?

This is probably not the answer anyone would expect, but my kids school apps. I can keep up with schedules, key dates, volunteer opportunities, when school is closed, etc. Don't know what I would do without them.

What is your favorite business tool or solution and why?

I am a little old school and still really love pen and paper, but one business tool I enjoy using is Notion for all my social media content. It is user-friendly and gives me a great view of the content we have outlined for the week and month.

What advice do you have for aspiring Entreprenistas?

Don't give up! There will be days you are unstoppable and others when you feel like you are hitting a wall. I have learned that they are all part of the process and don't stop once you have launched, but it is all worth it. Continue to believe in yourself and know that no matter what comes your way, you have this community to support you.

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