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OLDER KIDS FIND THEIR OWN STYLE AT JUVIE; JUST DON?T CALL THEM ?TWEENS? |
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January 31, 2007 |
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FOR IMMEDIATE RELEASE OLDER KIDS FIND THEIR OWN STYLE AT JUVIE; JUST DON’T CALL THEM “TWEENS”
Los Angeles, CA, January 31, 2007- Back when she was brainstorming the name of her business-to-be, a clothing and gift boutique for boys and girls 7-14, Kristen Taylor knew that the word “tween” wouldn’t make the cut. “Kids don’t like being labeled, and they see right through marketer-invented terms like tween. My daughter said it sounded like a cutesy, teen wanna-be,” said Taylor. Even so, Taylor thought that older kids, who are too big for the baby stores but not yet old enough to shop with their parents in hip adult boutiques, deserved their own outlet. If Mom was wearing the latest from Ella Moss, and Dad loved rocker-influenced fashion from Claude, couldn’t their kids have the same choices? That’s why she opened Juvie, a Los Angeles shop with an online store at www.juvieshop.com . Juvie comes with its own connotations, certainly, but Taylor isn’t worried about that. “The term juvie originated in the ‘40s as slang for children. Of course, this Juvie isn’t about delinquency; it’s about energetic and creative kids developing their own style sense.”   Taylor, who previously worked as a research psychologist and parenting writer, stocks hip, modern clothing by designers from the U.S. and abroad, some of whom have done pieces exclusively for Juvie. “If there’s one thing I hear over and over from parents, it’s that before Juvie, they had a difficult time finding age-appropriate clothes,” said Taylor. “That, and the notorious fit issues with kids who are growing almost as fast as they did when they were babies.” That’s why Juvie carries many different lines, and the staff gets to know the fit of each one so they can best recommend them to shoppers. For example, !iT Jeans has true-to-size fit, and offers a range of silhouettes each season. For the girl who’s tall and all legs, Scissor Jeans are a great choice. One of the goals of the store is to problem-solve for busy parents, aunts and uncles, and grandparents. A common dilemma is what to get children when it’s present time, and they’ve outgrown dolls and building blocks. After all, not every gift can be a big-ticket electronic fantasy. “I find a lot things that were created for adults, but are actually perfectly suited for kids,” said Taylor. A few hot favorites are handcrafted sock monkeys sporting mohawks and anarchist garb called Punky Monkeys, enameled peace sign pendants on a rawhide cord from Lorraine Heitzman, and a butterfly-shaped light fashioned from electroluminescent fabric created by E.L. Sozen in England. It comes unassembled, so there’s the fun of putting it together, and when it’s on, it glows a beautiful turquoise. Juvie opened in the bustling neighborhood of Silver Lake in Los Angeles and online at the end of 2006. The store is kid-friendly with a lounge area, which is where the ongoing classes, workshops and clubs meet. Next on the schedule is Book Blab, a book club for kids, and Stitch ‘n’ Dish, a time to work on needlecraft projects and gab with friends. Juvie is open seven days a week, with free parking. Shop in person at 2395-C Glendale Boulevard, Los Angeles, CA 90039, Tel. 323-667-0344, or online at www.juvieshop.com . ### Contact: Kristen Taylor, Juvie LLC 323.667.0344 T 323.667.0877 F
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www.juvieshop.com |
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Press Release Summary
Back when she was brainstorming the name of her business-to-be, a clothing and gift boutique for boys and girls 7-14, Kristen Taylor knew that the word tween” wouldn’t make the cut. “Kids don’t like being labeled, and they see right through marketer-invented terms like tween. My daughter said it sounded like a cutesy, teen wanna-be,” said Taylor.
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