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We have a full understanding of our market and can tap into its needs.

Retirement to our peers, in this day and age, means being highly optimized and thriving, with a sense of purpose and meaning. Women over 55 have a sense of drive and intense curiosity. They have had successful careers, raised children and have gained wisdom throughout the years. They also have discretionary income to now spend on themselves.

Advances in medicine combined with a sense of curiosity has resulted in an expectation that we will live longer. Our expanded lifespan is growing and will continue to grow and it’s up to us to push back all the negativity that has to do with aging.

When you’re young, you are beautiful, when you are old you are wise.

People without a purpose become untethered. We are not wired for this. We need constant challenges in our lives.

Our research has shown there are millions of women out there who feel the media has been insulting to them; who are not inspired by what these dinosaur “retirement organizations” put out. They simply do not reflect who we are.

Our women, never stop to think about age unless they’re reaching for a vintage bottle of wine.

Partner with us as we continue our journey toward shifting the paradigm of aging forward to living forward.

There is a Renaissance happening and we are the change makers; changing the way the woman over 55 is seen, as is portrayed on our website and in our Look Book.

Together we can work towards bridging the mindset gap by educating brands on how we see ourselves vs how they see us; to break down the walls that brands have put up keeping us out. We are the representation of real women over 55. 

We are not disposable. We are indispensable! 


Baby Boomers remain the nation’s biggest spenders overall, and comparing discretionary spending in 2012 to 2017 shows that Age Tier 55-59 beat out Age Tier 50-54 as the group with the highest spending.

By 2030, there will be more people who are 65 and older than there will be people under 25. This is the first time in human history that this is so.

By 2050, 2 Billion people will be over the age of 60.

Today, most retailers are watching Gen Z develop into full-fledged consumers as they begin to enter the workforce. Born after 1996, Gen Z is now steadily joining the key demographic targeted by most traditional marketing: age 18-49.

But while marketers are being lured in by the prospect of a younger consumer, ripe with lucrative, long-term potential, retailers are neglecting an arguably more lucrative source of business: Baby Boomers.

Obviously, Gen Z and Millennials should not be disregarded, but even while shrinking in size, the Baby Boomer generation makes up just under the same percentage of the U.S. population as Millennials and a higher percentage than Gen X. They should not, and cannot, be ignored. 


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