That can-do attitude is what people expect from a CEO, but not necessarily from a teenaged girl. Grassell admits that her age has been a challenge in doing business. "One of the biggest problems I had getting started was getting people to take me and my ideas seriously. I hope now they can see that I'm serious and that this is happening," said Grassell, who comes across as a hybrid businesswoman: Half Rookie magazine editor savant TaviGevinson, half Spanx founder Sara Blakely. "I have a vision for the company. I know how I want it to grow, and I can't wait to see how it becomes established."
人们认为这种什么都能做的态度正是首席执行官的品质,但十几岁的女孩不一定具备这种品质。格拉塞承认,她的年龄对她的生意构成了挑战。她说:“创办公司之初我遇到的最大的困难是,别人都认为我是小孩,不把我的想法当回事。我希望他们现在能看到,我是认真的,我的想法正在成为现实。”格拉塞给人的印象像是一个混合型女商人:一半像Rookie杂志的主编泰薇•盖文森,另一半像塑身内衣公司Spanx创始人萨拉•布莱克利。“我对公司设有愿景,我知道应该如何促进它的成长,我迫不及待地想看到公司成熟起来。”
Yellowberry is already on the market. At the company's polished online shop, customers can choose between four styles, including "Bug Bite" and "Tiny Tetons," names in line with the company's motto: "From the bunny hills to the Tetons, we have you covered." Yellowberry's brightly colored bras are made from a cotton-spandex blend that is meant to provide a soft, comfortable transition between children's undershirts and more adult bras. Needless to say there is nary an underwire in site. The bras are meant to give growing girls an option in the underwear market. "Yellowberry gives girls the idea that they don't have to grow up so quickly," Grassell said. "If they want to wear other bras, they can, we're not saying what's appropriate or not, but we want them to have another option."
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