About Pretty Brainy
Design That Reflects the Spirit of Being a ’Tween Girl
Photography: John Mueller Productions
Pretty Brainy Believes in the Genius in Each Girl
And through ’tween fashion and fun, it is our goal to keep preteen girls moving, believing in themselves, and getting the most from their lives.A Little Girl, Her Aunt, a Market Void, and Kicking Fear
Heidi with 'tween models.
Photography: John Mueller Productions
Pretty Brainy began when Heidi Olinger wanted a gift for a young niece with a keen interest in astronomy. Heidi pictured science and girlishness coming together on a T-shirt, the world's favorite medium for self-expression. She sought a gift that would reflect her niece's preteen ambition, optimism and exuberance: something, in other words, girl- and age-appropriate. Her niece’s self-confidence and wonderment were in place, and Heidi wanted to help her hang onto those qualities.
In store after store in a large, new mall, however, sales clerks told Heidi that science- and math-based goods for preteen girls did not exist. That’s when Heidi realized, as if lightening had struck, that she would create the ’tween fashion she imagined.
After 9 years of research, interviewing preteen girls and moms, and developing the first designs and brand identity, Heidi pushed aside her fear of failure, resigned her job, and launched Pretty Brainy, Inc.
Timeline
- October 2008: Pretty Brainy is incorporated
- December 2008: Product launch and first sales
- August 2009: First availability through retailers
- September 2009: Pretty Brainy becomes a registered trademark
- January 2010: ’Tween girls website prettybrainy.com revamped for online shopping & resources