Hannah, Annie, Haille, Lauren, and Tenely–these are the five names that paved the way for Joelle Smith to launch her collection of little girl dresses in 2024. Not only did they become the inspiration for Simply Sweet’s foundational dress designs, but each belongs to one of her five daughters. The joy Smith experienced from dressing her sweet girls as they grew up is the same intention she brings to creating pieces for little girls all over the world.
“I want little girls to feel confident, proud, and joyful each time they put on one of my dresses. Seeing that vision come to life has been incredibly meaningful,” she said. “There’s the moment a little girl lights up when she sees herself in the mirror that never gets old. It’s a reminder that being a girl, and celebrating girlhood, is something truly special.”
Smith loved dressing her daughters in beautiful, traditional boutique dresses with thoughtful accessories. In 2013, she began designing and making fabric flower headbands to complement her girls’ dresses and eventually started selling them. The response from moms and daughters was incredibly encouraging and gave her both the confidence and the desire to take the next step.
“There’s genuine excitement for the styles and the timeless feel of the dresses, and the sense of nostalgia they spark brings me so much joy,” Smith shared. “I’ve been so touched by the way mothers, grandmothers, and even great-grandmothers connect to the brand, often sharing that it reminds them of how they once dressed their own daughters.”
Now grown, Smith’s daughters still carry her purpose for keeping Simply Sweet personal and meaningful. It is more than just a small business. It is a passion that has blossomed into shared, timeless creations meant for special occasions, everyday moments, and sometimes, no reason at all.
“Picking a favorite dress feels a lot like picking a favorite daughter,” Smith said. “My original five designs were each named after my five sweet girls, and every one holds a special place in my heart. Each dress reflects something unique about them and carries its own charm. I cherish every design and hope families feel that same connection when they see their little girls wearing them. Each one designed to twirl through childhood and live on in memory.”
In spite of the challenges owning a small business can present, Smith has learned to trust her instincts, stay true to her inspiration and pursue the courage to grow. The city that supported Smith at the beginning of her journey is the same one that now embraces her success.
“The encouragement, kindness, and genuine enthusiasm from this community have been overwhelming in the best way. It’s the kind of support that catches you off guard and brings a lump to your throat. To feel so deeply supported by the place I call home is incredibly meaningful, and something I will always cherish," she said.
After only two years of business, Simply Sweet is still in its infancy, but its legacy began long before when a mother decided to preserve the joy of girlhood in her own special way.
Shop all of Simply Sweet's collections online, including Kansas City inspired designs: simplysweetkc.com/