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Founder, Sticker Sisters

There’s a reason Disney didn’t make Middle School Musical; seventh and eighth grades are a pre-teen tempest-in-a-B cup most of us would rather forget. Ariel Fox was no exception. Barely escaping eighth grade with her self esteem, she credits zines, handmade booklets written by others who didn’t “fit in,” for saving her sanity. Hoping to give back to this community of writers and readers, she was considering starting her own zine when she came across a group of girls who were selling stickers depicting strong female characters from children’s books. Ariel ordered some. But when they never arrived, she decided that rather than call the Better Business Bureau, she would just start a better business.

With a simple computer program and some sticker paper, she launched a product line of four stickers: Girl Power, Girls Can Do Anything, Punk Rock Isn’t Just For Your Boyfriend, and Visit Our Power Room. No financing, no business plan, no marketing strategy ; just a desire to help girls feel good about themselves. She asked thirty girls writing zines to help promote the business and she also distributed fliers herself. Orders poured in, often paid for with cash concealed in an envelope.

Ariel had her ups and downs but continued to build Sticker Sisters out of her basement all through high school and from afar while in college. These days the company has expanded to offer t-shirts, school supplies, shoe laces, Band-Aids and more, all because of Ariel’s passion for helping girls believe in themselves, proving Ariel had the guts and the gumption to start a business and really stick to it.

What we learned from Ariel: Start slowly, but start. Right away. Don’t wait until the time is “right.” The best way to learn is on the job.

Stuck in the Middle

Eighth grade was the worst year of my life. I was surrounded by cliques and back-stabbers and I never fit in. And I didn’t want to. I found friends by reading zines. There was sort of an underground community of zine readers and writers and as I connected more and more with girls who were open about their feelings I decided I wanted to return the favor and write my own zine. But instead I started Sticker Sisters. I was hesitant to bare my soul in a zine but with Sticker Sisters I could help girls in a way that was more comfortable for me.

Low-tech Launch

I launched Sticker Sisters with nothing more than my computer and some sticker paper. I asked my zine friends to talk it up and I also printed fliers and a little catalog. I was so excited when orders started coming in! It was so satisfying to think that girls from all over the country were embracing my messages, displaying them on lockers, doors, and pencil cases. It was just a great feeling.

Passion for the Post Office

One thing that’s particularly unique about me is that I’m a big fan of the post office. I have always been fascinated with how it works. I also love postal accoutrements- envelopes, padded mailers, stamps. There’s something about it all that I just want to be a part of. So preparing peoples’ orders, packing them up, and taking them to the post office was an incredible job perk for me.

Sticker Expansion

All through high school I grew the business, adding buttons, magnetic words, shoe laces. I was getting lots of orders but I was still too young to open a business account so I had to have my mom do it. I was also getting a lot of press in local papers and teen magazines like YM. I sent out one press release with stickers and a shoe lace attached to it. That was a big attention getter!

Hiring Help

During my senior year I finally had to hire help. Then when I decided to go to college in LA I had someone run the business for me while I was at school. She did a great job but when she moved out of town I almost closed up shop. I realized though that Sticker Sisters was such a part of me that I had to keep it going. I hired some of my mom’s high school neighbors. I didn’t pay a lot of attention to the business for a while and sales decreased which made me realize that I would get out of it exactly what I put into it.

Re-booting the Biz

After graduation I moved the business to LA where I was living. I was in my early twenties, far removed from that unhappy twelve year old I once was, and I wondered if my products were still relevant. But the turning point was a conference for girls held in LA at which I was a vendor. Hundreds of pre-teens came to check out Sticker Sisters and I experienced first- hand the positive reactions young girls had to my products. It was a revelation. Girls will always need encouragement and support and I want Sticker Sisters to be there to give it.

This Featured Lady was profiled by Ladies Who Launch Associate Editor Susie Lacey.

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