Charmed, I'm sure How two Vancouver moms launched an unexpected fashion business

Jane the Brand, co-founded by Vancouver moms Jane McFadden and Deana Bobic, has rapidly established itself as Canada's largest bag charm company within a year of launching. The business idea sparked when Bobic admired McFadden's vibrant handbag, leading to discussions about fashion trends and the absence of affordable bag charms. Their collection includes playful food-themed charms, appealing to diverse shoppers, including children and adults, and has garnered attention for its unique designs. The brand has expanded its reach to over 100 retailers across Canada, from Newfoundland boutiques to university bookstores. A notable custom order from a national toy chain provided fresh insights into their customer demographic, emphasizing the charms' appeal to younger audiences.

The founders credit their rapid success to the growing consumer interest in individual style and self-expression. McFadden highlights that their charms allow wearers to showcase their personality and mood, making them a fun accessory. The duo takes pride in being a female-founded business, contributing to the vibrant local fashion scene in Vancouver.