Turning 40 meant "now or never" for Ashley Daly.
The Pleasantville mom of two admits she loved her career as the Senior Vice President of Global Marketing for Experian but that it was hard to find a good work/life balance.
"I was leaving the house before seven and coming home after nine, when I wasn’t traveling," she said. "It was tough on me but much harder on my family."
Which is why, when she hit her big birthday milestone, she figured she could either continue to market the dreams of others or step up and market her own.
She chose the latter.
Two years in the making, she's now the proud founder behind BeCandylicious, a new premium clothing brand for women and girls with the tagline, "Live the sweet life."
The mission is simple: To celebrate life and make people smile.
"Our brand is about empowerment, kindness and paying it forward," explained Daly who officially launched early access to her site just in time for Black Friday and Cyber Monday. The complete site will launch later this month.. Her customer is defined as "a confident independent or a girl’s girl" and ranges in age from toddler to adult.
"She's a bit of a rock star with a soul surfer alter ego: A hybrid of confidence, kindness, fun, playfulness, philanthropic tendencies and loyalty," said Daly.
"She's attuned to the world and her impact on it and she wants to celebrate life while being a meaningful contributor."
She's also not afraid to stand out and make a statement, much like its full of energy founder.
"I’ve always loved clothes and in particular, clothing that not everyone had," said Daly.
"And, I definitely have a sweet tooth but I also believe that certain images and messages are like soul candy; they make us smile. So, I wanted to create something that was consistent with that.
"There are so many great brands out there but none of them are dedicated exclusively to making you smile AND look good. We also want to make premium clothing more accessible so we use only the best materials at more realistic prices. "
Among the popular items (so far): the Rainbow Dreams sweatshirt, scented doughnut pillows, Soul Candy GummyBear tanks, Naughty Bears Eye Chart tank and the "love" items, particularly the trucker hats.
Items are online only though Daly plans to expand to boutiques and possibly hire dedicated at-home sales reps.
"It's a conscious decision to avoid major retailers," she said.
"We believe the retail landscape is changing and the relationship between brands and consumers so we want to be in front of that change, leading it and participating in it."
Her goal? "To become a feel good household brand customers can’t live without."
Go to www.becandylicious.com/ for more information.
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