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Meet Gemma Cox and Sheena Jongeneel of Stylette Kids in Brentwood / Sherman Oaks

Today we’d like to introduce you to Gemma Cox and Sheena Jongeneel.

Thanks for sharing your story with us Gemma and Sheena. So, let’s start at the beginning and we can move on from there.
As a mom to three kids, and a single mom to one, we know first-hand how frustrating it is to invest in clothes that kids quickly outgrow. We understand that kids have big events in their young lives – whether that is an upcoming wedding, a religious celebration, or a milestone birthday, and buying a special occasion piece that kids will either wear once or not even at all because they grow like wild weeds!

Separately, both Sheena and I had uncovered this huge problem for parents and came up with this shopping solution of renting kids clothes. And by sheer coincidence, a mutual friend heard about our mission of wanting to help other moms with this headache and connected us. Sheena and I met on a blind coffee date, and that was when Stylette Kids brand was co-founded and created.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Ha! Between the two of us, we have four kids, 20 years of experience being a business owner, and 15 years in the fashion industry… you’d think we can handle any hurdles! But becoming an entrepreneur has definitely provided a new set of challenges, both personally and professionally.

Professionally – it’s been a race getting acclimated to the fast pace adventure of capital fundraising and pitching to investors. You never know when you will get a call to pitch someone. Just yesterday, we were notified in the morning to participate in a Shark Tank pitch contest later that afternoon. It was nerve-wracking since Sheena and I had only done a handful of pitches together within a table setting. This go around we pitched in front of a large group of “sharks”, with no powerpoint deck, in a time limit of 3 minutes. Needless to say, it was good practice, but we didn’t win the prize money!

On a more personal level – the hardest challenge we both face as mompreneurs is balancing the time between work and family. Having your own business is a 24-7 commitment and finding the time to take conference calls between pick up and soccer practice and responding to emails in the wee hours of the night takes a lot of commitment and sleepless nights.

Stylette Kids – what should we know? What do you guys do best? What sets you apart from the competition?
Stylette is a kids clothing rental platform offering convenient shopping solutions for the modern-day busy family. For parents who are frustrated by wasting money on clothes that their kids quickly outgrow as well as having little to no time to shop for their kids’ upcoming events. With access to our revolving closet, we dress kids for their special occasions, daily wear, and seasonal adventures. Renting is the new alternative to buying and a sustainable lifestyle for moms who are conscious about their fashion. In an effort to reduce merchandise waste from fast-fashion consumerism, the soul of Stylette is to maximize the wear and use of clothes that kids more often than not wear just once. The bonus is that we take care of the dirty laundry too! So parents don’t need to worry about their kids’ messes.

What is “success” or “successful” for you?
Gaining revenue, customer acquisition and traction would be our short-term successes. Becoming known to be the next biggest kids brand in the wings of Rockets of Awesome or recognized as the next billion-dollar start-up unicorn is a long-term, aspirational success goal (gotta go big or go home, right?)


  • Rental prices are up to +70% off the Retail Ticket Price
  • Prices range from as low as $19 to as high as $59
  • Some of the high quality brands we carry retail for up to $300 in store

Contact Info:

Image Credit:

Erin from Hello Pinecone

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