A Mommy Startup with Attitude

Sometimes a cranky kid brings out the inventor in his mom. Such was the case for Jocelyn Fine, whose seven-year-old son put up a fuss about wearing a helmet on a family bicycle ride two years ago. "My daughter, who is very crafty, glued a piece of purple tissue paper to the spine of his helmet and Alex’s eyes lit up," recalls Fine.

Not only did the tricked-out helmet make for a successful family outing; it was also the inspiration for Fohawx, the company that Fine founded with her friend Dineen Kelly. The two moms had met ten years prior, when both of them worked for Toys"R"Us at the company’s headquarters in Wayne, N.J.

Donna Fenn

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