In 2009, Stephanie O'Connor walked into the room that her husband was in and declared that she wanted to start a women's apparel company. As Tim recalls, the conversation went something like this:
Tim: OK. What do you want to call it?
Steph: I don't know.
Tim: How about "Dang Chicks"
Steph: That's stupid.
Tim: (walks out, rejected)
The next morning the conversation resumed.
Steph: Why "Dang Chicks?"
Tim: What do you want your customers to hear when they walk into a room wearing your products?
Steph: "Dang, Chick!"
Steph: I'm a genius.
And so began her journey of self-discovery in October of 2009. A journey down a path which has led her straight to the realization that there are so many women who want to have fun, be encouraged and also reminded that they are beautiful and worthy of pursuit. This group of women is known as the Dang Chicks Nation. They are the core element to the company without whom all of her efforts are meaningless.
In the end, Stephanie fully expects her journey of discovery to come full circle as she realizes that in her quest to help other women realize their full potential, she will ultimately be the one most affected by all of the encouraging letters from women who somehow find comfort being a Dang Chick who are courageously fighting cancer, coping with the loss of a loved one, or are managing a life with special needs children. Those women are the real deal.
Steph: "Thank you, girls. You all breathe life into this brand every day just by being yourselves, and it doesn't matter if you wear one of our products or not. We always say that being a Dang Chick is far more about what's on the inside than what's on the outside. Don't try to be someone you are not. Just be her today."