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Female founded and led, we’re a team of parents committed to building a better future for our kids.

Meet the Leadership Team


Carolyn Butler  

Founder & CEO

Rich Amsinger

Co-Founder & Chief Growth Officer

Meris Butler

Co-Founder & Creative Director

Nancy Jacobson

Chief Experience Officer

Vince Ovlia

Chief Data & Systems Officer

Mollie Crudden

Chief Brand Officer

Adeel Murtaza

Chief Technology Officer

Casey Plasker

 Head of People & Planet

Our Advisory Board

Elizabeth Elting

Co-founder of TransPerfect, Founder & CEO of Elizabeth Elting Foundation

Steven Temares

Former CEO of Bed Bath & Beyond

Annie Longsworth

Former CEO of Saatchi & Saatchi
Impact Dir., RF Binder
Founder, The Siren Agency

Eugene Castagna

Former CFO of Bed Bath & Beyond President of Buy Buy Baby

Gabrielle Giacalone

Brand Builder at Venus et Fleur, Good American, Milly, Chanel

David Olk

Founder, ShopKeep (acquired by Lightspeed 2020)
Founder, Voray

Jess Schulman

C-Suite Operator, Financial Strategy, PE/VC investor

Kinshuk Jerath

Professor of Marketing, Columbia Business School

Jack Kaplan

Founder, Datamark Technologies
Professor of Entrepreneurship, Columbia Business School

Arthur Parry

Founder, Fundatio Consulting
Former Global Innovation Leader, Procter & Gamble

Urooj Khan

Professor of Accounting, University of Texas Austin – Red McCombs School of Business

Our Values


We care about your children like they’re ours. With every action we take, we consider your comfort and safety—and the health of the world that we’re leaving to our children.


All people should have equal rights and equitable opportunities, regardless of race, sex, identity and/or background. We believe diverse perspectives make us stronger.


We always bring our authentic selves to work. We let our guard down and lean into the things we don’t know by seeking help from others. We believe in transparency with one another and our business operations—all that impacts our key stakeholders.


We welcome challenges, change, and growth with open arms. We know that the environment around us is ever-changing and improving. We must do the same to have the most significant impact possible

Want to change the future of retail?

This Company Meets the Highest Standards of social Media and Environmental Impact. Learn what it means to be a B Corp.