**Pageant Mum Turns Passion into Business with Custom Gowns for Daughters**
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Lauren Soderlund, a dedicated mother from the USA, has successfully turned her daughters’ passion for pageantry into a thriving business. Shortly after her daughters Charli, 6, and Lacie Lou, 4, began competing in beauty pageants, Soderlund launched her own line of bespoke gowns, aptly named Dollhouse Designs.
Soderlund’s journey into the world of pageantry began when Charli was just eight months old. A friend of Soderlund’s noted that the baby had the makings of a pageant star, leading to Charli’s debut in the competitive scene. The enthusiastic mother explains how Charli quickly developed a love for the stage, stating, “She has been hooked ever since.” Soderlund took a significant step by leaving her nursing job to fully support her daughters with their burgeoning pageant careers.
With the recognition of their growing interest, Soderlund soon encountered the financial realities of pageantry. The associated costs of wardrobe, coaching, and styling can be quite substantial. In response, she harnessed her sewing skills and began creating outfits for her children. This initiative blossomed into Dollhouse Designs, which now caters not only to her daughters but also to other young performers. Among her notable clients is Scarlett Spears, who recently played Young Glinda in the acclaimed musical *Wicked: For Good*. Soderlund had the pleasure of dressing Spears for several high-profile events, including the film’s premiere.
The popularity of Soderlund’s designs has garnered her a significant following on social media, where she regularly shares videos and photos depicting her daughters’ pageant glitz. With over 29,000 followers on TikTok, her posts showcase not just the stunning gowns but the elaborate make-up and hairstyling that accompany the competitions.
In her interactions on social media, Soderlund encounters a wide range of opinions from viewers, reflecting both admiration and scrutiny. Charli and Lacie Lou often appear in their pageant attire, characterised by voluminous hairstyles and extravagant outfits, a combination that has captivated many but also raised eyebrows among critics.
One aspect of the pageantry that often draws attention is the use of removable dental flippers in children’s performances. Soderlund acknowledges this practice, explaining that while not mandatory, flippers significantly enhance a child’s smile, especially on stage. She addresses the concern directly, stating, “You’re not going to get the results of winning that you want without it, especially if the kids are missing teeth.” Charli, in particular, has five missing teeth that would require a flipper for the best on-stage appearance.
Despite the mixed reactions, Soderlund emphasises the benefits that pageantry has brought to her daughters. Beyond the glitz and glamour, the experience fosters important life skills, such as public speaking and confidence-building. “This teaches them how to speak to adult strangers that they don’t know,” she explains, expressing pride in her daughters’ accomplishments at such a young age.
Soderlund remains unfazed by the sceptical opinions expressed online and acknowledges that criticism often stems from a lack of familiarity with the world of pageants. “I know that if I was in their position looking in, I probably wouldn’t understand it either,” she reflects. This understanding demonstrates her commitment to helping her daughters thrive in their pursuits, while also maintaining an awareness of the challenges that come from sharing their experiences publicly.
Ultimately, Lauren Soderlund’s journey illustrates the transformative power of family support, creative entrepreneurship, and overcoming cultural misconceptions. As she continues to nurture her daughters’ passions while developing Dollhouse Designs, Soderlund remains an inspiring figure in the world of pageantry.