Traditionally, barrettes have been designed with the decorative side facing out and a clip on the inside to hold the barrette in the hair, with the assumption that all hair has the same volume, same texture, and acts the same way. However, there is not enough mechanical attachment and security for thicker braided styles and active play. When used at the end of a braid, this means there’s a 50% chance the barrette will end up facing the wrong direction, with the decorative side facing in. Worse they fall out and get lost. Gabby and Rozalynn saw the need for market disruption in the form of a new type of barrette.

BOLTGROUP partnered with Gabby and Rozalynn to create a product to fill a gap in the hair accessory aisle for young, active girls, while bringing innovation to an underserved market.

The BOLTGROUP product team took Rozalynn and Gabby’s idea and brought it to life: the patented double-face, double-snap, Z-fold barrettes, called Gabby Bows, eliminate slippage and stay securely in place in all hair types. The unique design is decorative on both sides—providing a reliable and stylish alternative to traditional barrettes, bows, clips, and beads.

The barrette designs were created in a range of fun, playful designs inspired by Gabby’s favorite things, nicknames given to her by her father, and engagement with an active community of passionate customers. Larger and smaller sizes and a wide range of colors allow kids to express themselves with confidence.

Design for manufacturing was critical for the product to have the right feel: securely snapping in place while being comfortable to use for young girls and their parents. After extensive prototyping and collaboration with Gabby, Rozalynn, and manufacturing partners, the BOLTGROUP team and Rozalynn ensured that the barrettes were manufactured as a high-quality product with strong joints and materials, allowing Gabby Bows to be backed by a lifetime quality guarantee.

To help launch the new Gabby Bows barrettes into the market, BOLTGROUP created the original Gabby Bows logo, which eventually became “Confidence by Gabby Goodwin” as the brand expanded to offer other hair products and accessories. The “burst” icon represents the fun-loving, bold confidence that defines both the products and their namesake, Gabby. The font, which contains both uppercase and lowercase letters, is classic but unexpected, and pairs well with a cursive script meant to evoke a personal connection from Gabby. The color palette is bold, using rich, feminine colors to complement the rainbow of available barrette colors.

After the logo, Rozalynn and Gabby needed a package that would showcase the double-sided feature of Gabby Bows barrettes and serve as an introduction to the brand and product features. BOLTGROUP designed a package that includes four unclipped barrettes within a clear clamshell, as well as a “bubble” clamshell for a clipped barrette that is visible on the front and back of the package, highlighting the decoration on both sides. When combined with engaging product claims (“no more lost bows!”), a hint at the compelling brand story (“invented by a seven-year-old and her mom!”), and an illustration highlighting the benefits of the patented Z-fold design, the Gabby Bows packaging design helped launch the new company into the marketplace with confidence.

In the 8+ years since BOLTGROUP partnered to create Gabby Bows, the brand has gathered a loyal customer following, plenty of buzz, and shelf space in national retail chains. The company’s commitment to inclusivity by offering a diverse range of colors, sizes, and styles for all hair types has resonated with customers. Confidence by Gabby Goodwin has turned into a symbol of confidence and self-expression for young girls. The brand has been featured in print, online, and on television on Good Morning America, the Today Show, and Shark Tank. Gabby and Rozalynn have engaged heavily in minority entrepreneurship organizations, contributing to the community and helping other minority owned brands get their start.

The brand has expanded into other haircare products and licensing agreements with inclusive brands in big box retailers such as Target, CVS, and Walmart. The innovative barrette and compelling visual brand, combined with Gabby and Rozalynn’s entrepreneurial vision and energy, launched a successful product into an otherwise busy space in the haircare aisle and did it with style!