Traci Channer, CEO of The Decided Collection, “Girls Empowerment Brand to Watch for in 2026”
“My story started as a dream when I was young, as many do. I had always wanted to start my own company, I just didn’t know exactly what it would be. When I left corporate America in 2021, I wanted to spend more time with my young daughter. Little did I know that she would be the inspiration for The Decided Collection. As she grew up, so did her taste in clothes. We couldn’t seem to find pajamas that I felt were age appropriate, and that she felt weren’t too “cutesy”. Why was it so hard to find something we both loved? That’s when I knew there was a gap in the market and I wanted to be the one to fill it. Today, I couldn’t be happier to be working tirelessly with other phenomenal female entrepreneurs to bring my dream to life. I truly hope you (and the special young girl in your life) love the Collection as much as my daughter and I do. From a mom who reminded herself to dream big,”- Traci Channer, Founder & CEO
The story behind The Decided Collection name.
The Decided Collection is the ultimate tribute to the joys of girlhood. Years ago, two young girls played with fabrics and dreamed of one day becoming fashion designers with a clothing line all their own. They made the decision right then and there that “it would be called “Decided”.
Well, those young girls grew up and one of them had the opportunity to honor that promise—with her lifelong friend’s approval, of course. As a mom of a young girl, Traci Channer saw a gap in the market and an opportunity to create a collection for girls that would serve both them and their parents. So, when it was time to name her brand of girls’ pajamas, she knew exactly what she would call it: The Decided Collection. The Decided Collection: Stylish, ultra-soft pajamas, loungewear and accessories the tween girl in your life will love to live in.
How does The Decided Collection support self-acceptance and confidence?
At The Decided Collection, we believe confidence starts with comfort both physically and emotionally. When a tween girl feels at ease in her clothes, she’s free to express herself, explore her interests, and show up authentically in the world. Every piece we create is designed to wrap her in that feeling of ease and security.
Beyond comfort, our mission is to honor who she is and celebrate her unique qualities. From the thoughtful designs to the empowering messages woven into our pieces, we aim to remind every girl that she is seen, valued, and perfect just as she is. Wearing The Decided Collection isn’t just about pajamas or loungewear, it’s about giving girls the confidence to embrace themselves fully, celebrate their individuality, and step into their days with pride and self-assurance.
Take us through your versatile pajamas and loungewear. What makes your fabric special?
Our fabric isn’t just soft…it’s made-for-her soft. We use a premium blend of Modal, a material made from the natural fibers of beech trees, and a touch of spandex for stretch and comfort. The result? A fabric that feels smooth and cozy.
Unmatched Softness: Modal is known for being incredibly soft, making it perfect for pajamas. It’s like wearing a gentle hug!
Breezy Comfort: Modal is super breathable and moisture-wicking, keeping her cool and comfy all night long.
Long-lasting Quality: Modal holds up wash after wash, staying vibrant and smooth, while resisting shrinking and pilling.
Moves with Her: The added spandex means our pajamas have just the right amount of stretch, so your girl can move, play and sleep in complete comfort.
Eco-friendly: We care about the planet, too! Our Modal is made from beech trees grown in a way that uses less water and less land than other fabrics, making it a more sustainable choice.
How real is tweens’ purchasing power and influence over family spending?
Tweens, typically aged 8–12, occupy a unique place in the world and in retail. This is the time they are coming into their own aesthetic and strongly expressing their opinions, wants, and needs. They no longer wish to be seen as “little kids” but also are not ready to be treated like teenagers. Meeting them where they are at is so important. This approach allows them to explore age-appropriate styles that make them feel elevated and good about themselves.
The U.S. tween market alone comprises approximately 20 to 21 million individuals. This demographic wields substantial spending power, with direct annual expenditures estimated at $43 billion, per EPM Communications’ “Tween Spending & Influence” report. When factoring in their influence on household purchases, their total economic impact soars to an impressive $200 billion annually, according to Forbes.
Tweens have significant influence over family spending, especially when it comes to clothing, gifts, and technology. While parents and other adults in their lives are paying for these purchases, tweens are driving what is being purchased. They know what they like and are very clear about what they don’t. Self-expression is important to them. The days of buying items sight unseen, assuming they will love them, are long gone. This is why designing with tweens, not just for them, is essential.
The Decided Collection is a family affair. What has your daughter learned about entrepreneurship?
My daughter has been part of The Decided Collection from the very beginning and watching her grow alongside the brand has been one of the greatest gifts of this journey. She’s learned that entrepreneurship isn’t just about big ideas. It’s about courage, resilience, and showing up even when things don’t go as planned. She’s discovered that her voice has power, that her opinions shape real decisions, and that mistakes are simply stepping-stones to something better. What moves me most is the pride she carries; she doesn’t just see the brand as “Mom’s business,” she sees it as something she helped create. She gives honest feedback, celebrates the wins, and understands that she was the spark that ignited all of this. Through this experience, she’s learning that she is capable, creative, and already building something bigger than herself.
Why perfect for going from school to sports and straight into weekend lounging? What are your top-sellers?
Tween girls don’t slow down, and their clothes shouldn’t either. Our pieces are intentionally designed to move with them from the classroom to the field and right into weekend lounging without ever needing an outfit change. Every style is breathable, stretchy, ultra-soft, and made to keep up with their nonstop rhythm. The mix-and-match design also means one set can create multiple looks, making it easy for girls to express themselves while staying comfortable. Right now, our top sellers are the DreamScape Jogger and the DreamScape Sleep Tee, loved for their softness and versatility. Girls wear them to sleepovers, travel days, movie nights, school mornings… truly everything. It’s style that works hard, comfort that lasts, and confidence they can live in.
Share some of the growing pains you’ve felt while building your company and the advice you’d give others.
Building a company from scratch is an exciting journey, but it’s not without its growing pains especially when you’re a new brand trying to break through and build awareness. There are days filled with the highest of highs, but also moments of doubt, wondering if anyone will see or value what you’re creating. My “why” for starting The Decided Collection, helping tween girls feel confident, comfortable, and celebrated, has always been stronger than any uncertainty, and it keeps me moving forward. Every day is a lesson in building relationships, creating community, and establishing the infrastructure to support growth, while making countless decisions that stay true to the brand.
The advice I’d give other founders is:
- Trust your instincts, even when others don’t see the vision.
- Start before you feel “ready” because perfection is the enemy of progress.
- Don’t compare your journey to anyone else’s. Every path is unique.
- Let your mission guide your decisions. It’s your compass.
- And always celebrate the wins, big or small. They fuel the journey.
You’re offering a wonderful holiday deal: for every $100 purchase you get 50% off an accessory. What fun accessories make perfect gifts?
Our accessories were designed to make gifting easy and joyful. They pair perfectly with our pajamas. Some fan favorites include:
- journals
- mugs
- ornaments
- and sleep mask
They’re stocking-stuffer gold and guaranteed to make her smile.
Tell us about your vision for The Decided Collection in 2026.
By 2026, I see The Decided Collection growing into a powerful, trusted companion for girls navigating the in-between years. I want us to keep teaming up with inspiring tween-focused brands and founders who believe in uplifting the next generation. These collaborations matter. They create a world where girls feel understood, supported, and celebrated. Above all, my vision is simple: to continue building a brand that helps girls feel confident in who they are and excited about who they’re becoming.
