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Timeless apparel range created for girls & women
16
Aug '12
At Matilda Jane Clothing (MJC), it's all about character. Always has been. So, what better name for its new line than "Character Counts?" With the release of its first Collection, Smile With Pride, just as back to school shopping kicks into high gear, "Character Counts" features whimsical, timeless apparel for girls and women.

"Character is our foundation. Our backbone. It counts for everything and it's so important that we instill that in our kids," says Matilda Jane Clothing founder and chief designer Denise DeMarchis. 

"We've infused our 'Character Counts' catalog with what we call 'Thimble' izations about the various traits woven into our company culture by the different characters on our team, and they're what we hope our clothing delivers to the girls who wear it."

"Thimble" Izations Of Character

What symbolizes such important characteristics as Pride, Heart, Courage, Smarts, Soul, and Patience?  MJC knows and shares the answers in the "Thimble" izations throughout its "Character Counts" catalog.  For example:

  • Pockets of pride are used to hold integrity.
  • Generosity is giving more than you can and pride is taking less than you need.
  • The head knows the heart grows

"Character Counts" Release Dates

MJC will release "Character Counts" in three collections for girls and women:

  • Smile With Pride – August 15, 2012
  • Act With Heart – August 31, 2012
  • Live With Soul – October 1, 2012

Just what is it about MJC that delivers joy, pride, and smiles to little girls and their parents?  It's what makes each "pretty" (at MJC, clothes are referred to as "pretties") something so special and loved, parting with it for a scrub in the washer is often a challenge.  It's the twirl factor lovingly added to each dress and skirt.  It's how the designs, colors, and comfort of the fabrics set free little girls' spirits, from sophisticated to cheeky.  It's what makes character count.

Making Character Count

A key guiding principle at MJC is the company's strong focus on "extreme generosity" and random acts of kindness.  As an extension of MJC's desire to give back, the company also actively involves its customers in ongoing charitable giving efforts.  Last fall, MJC asked customers where to donate in its "Spread the Love" initiative.  The annual campaign involved more than 400 surprise give-a-ways, a $50,000 expression of MJC's heartfelt thanks to its loyal customer base.

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