Founded and built by me.
Founder · 2011 to 2013
Born at a marathonTough Girl Tutus.
I wore a tutu in the New York Marathon on Halloween and realized every woman at the finish line wanted one.
The real problem
Running gear is built for speed, not joy. Women who race wanted something that let them have fun out there and still look like they meant business.
What I noticed
The demand found me. I ran the New York Marathon on Halloween in a tutu, and every woman at the finish line wanted to know where to get one.
The call I made
I didn't make a costume. I made a brand for women who want to put a flounce in their step. The name says both halves out loud: tough and playful, at the same time.
What I built
I named the brand, designed the full product line, managed manufacturing, and ran all of the branding, marketing and eCommerce, plus events and sponsorships.
What happened
Founded in 2011 and sold in 2013, so I could put my full focus on Vuka.
The lesson
Your best product research might be the question strangers keep asking you.
The work
