Dallas-based entrepreneur Marty McDonald, formerly in corporate America, founded media company Boss Women Media and launched children’s wear brand Elle Olivia, catering to Black girls up to age 5. The brand, addressing systemic issues Black parents face, emphasizes representation and advocacy. Inspired by her daughter’s health challenges — who was diagnosed 24 weeks into pregnancy with congenital diaphragmatic hernia — McDonald and her husband focused on solving such issues.
Elle Olivia’s 2022 launch featured sold-out inspirational sweatshirts, expanding to functional staple collections and Lay and Play sets. In 2023, Target exclusively picked up the line, available online and in stores nationwide.