Today, I am thrilled to share, Traci Channer, owner and founder of The Decided Co.
Traci is a mom who reminded herself to dream big. Though her background wasn’t in fashion, she always felt a pull toward entrepreneurship. She just didn’t know what form it would take—until inspiration arrived in the most personal way.
After leaving corporate America in 2021 to spend more time with her young daughter, she found herself navigating the world of children’s clothing with fresh eyes. As her daughter grew, so did her sense of style. But shopping for pajamas became a challenge. Nothing felt quite right—most styles were either too “cutesy” or not age-appropriate. Why was it so hard to find something they both loved?
That’s when the idea for The Decided Collection was born. She saw a gap in the market and knew she was the one to fill it. Today, The Decided Collection builds confidence and provides ultimate comfort for tween girls through stylish, ultra-soft, and cozy pajamas. The brand's mission is clear: to help every girl celebrate her unique self by redefining what cozy means. It’s about more than sleepwear—it’s about self-acceptance, confidence, and feeling cherished in your own skin.
From the start, giving back was a priority for Traci with the brand. With a mother who grew up in foster care and two beautiful adopted children of her own, supporting foster youth was deeply personal. Even though the brand only launched in November 2024, it has already made an impact—donating a portion of sales to Foster Love, an organization doing incredible work for children in foster care.
Her journey to motherhood has been long and layered—an eight-year roller coaster filled with infertility treatments, loss, and ultimately, the joy of adoption. She recently shared her story on Abbe Feder’s Women’s Wellness podcast, and the response was overwhelmingly moving. People closest to her reached out with heartfelt messages, many sharing how emotional and proud they felt. That experience sparked a desire to keep sharing. If her vulnerability can help even one woman feel less alone, it’s more than worth it.O
Just as important to her as building a brand is building community. Like so many parents, she’s figuring things out in real time—navigating the ever-evolving experience of raising a tween. With each new phase, she seeks out support, resources, and conversations that can help. Through Decidedly You, the brand’s blog, she’s spotlighted insightful topics, organizations, and like-minded brands, all in service of empowering moms and caregivers of tween girls. And this is just the beginning.
Traci shares that she is fueled by faith, family, friendships, and a deep admiration for female entrepreneurs. She loves nothing more than a great success stories—whether on podcasts or TV segments like The Today Show. Years ago, she’d watch those stories with tears in her eyes thinking, “That will be me one day.” Now, she’s living it—and she’s determined to be that example for someone else.
Her daughter, now 11, remains the heart of the brand. As both inspiration and target audience, she weighs in on branding, designs, fabrics, and color palettes. Traci shares that having her daughter watch as she builds something from the ground up has given her a masterclass in creativity, perseverance, and belief. And someday, she’ll know she can do it too—perhaps the greatest gift her mother could ever give her.
This week we are excited to share that we partnered with The Decided Co and Bright Girl for the Ultimate Sleepover Giveaway!
Enter and you can win:
* Two 4-piece pajama sets
* Two full skincare sets
* Two custom BFF bracelets
Traci, I love your enthusiasm as you launch The Decided Co. Your business is all about empowerment for young girls and female entrepreneurs. It makes it easier to do the hard work of building a business when you know you’re making a difference. I cant wait to see what the future holds and am so glad to get to work with you!
