Originally published on ltd365.com

Originally published on ltd365.com



So many great ideas leave the rest of us wondering why we didn’t think of it ourselves; maybe it takes an innately entrepreneurial mind to catch what the rest of us were missing. Jessica Frandson’s business savvy developed during the two decades she spent working for her father’s company, Simple Green. With a Pepperdine MBA under her belt, she then went on to launch two other businesses of her own, Inkwells Paperie and Pop Up Store (a temporary holiday gift shop in Corona Del Mar, California). It was perhaps inevitable, then, that Jessica would be the one to take new-mom frustration with what to do with her hair and turn it into Twistband. A ponytail is the best way to keep hair out of chubby little fingers, but most hair ties are either dated (hello, Scrunchie) or damaging to your hair . Twistband is made of a soft elastic material, adjusts to any hair type and won’t ruin a stylish mom’s hairstyle with a telltale dent. Jessica started the business in her garage in 2009 and sales have tripled every year since. With over seven million Twistbands sold, this simple problem-solver has become a beauty staple spotted on the ponytails and wrists of women everywhere.


What makes you different from your competition?  We are the leaders in our category through innovation, creativity and brand loyalty. And our own unique designs and special blend of elastic are handmade in the USA.

What piece of invaluable advice did you receive that you would like to pass on to women pursuing their dream? Stay focused on one idea and do it really well. A mentor of mine had me watch the movie “Jiro Dreams of Sushi” to illustrate this point.

I knew I wanted to ___ when ___: I knew I wanted to start Twistband when I was a new mom in need of a better alternative to old rubber bands and dated scrunchies.

My biggest challenge is… Staying focused on one idea! I am a creative, I get bored easily, I love to spot trends and try new things.

My favorite time of the day is… Early morning. I love to hit the trail and run before anyone is out and I love weekend mornings to snuggle with my daughter and hunky hubby.

My best advice, in one sentence, for launching a venture is… Look at the business model from a 360 perspective and identify the worst-case scenario. If you have the stomach for that, then you can handle anything that comes up along the way. 

If I had to do it all over I would… Bring on a strategic partner for financing earlier to help grow the brand and secure market share.

I’m doing this all for… My family. I work to live, not live to work.

What I wear to a typical meeting… Heels (always), a fitted blazer, crisp white shirt, Hermès scarf and skinny black pants or a pencil skirt with a great watch.


What are three words that best describe you? Creative, fun, honest.

What three words best describe your company? Fun, colorful, addictive.

My favorite nail polish and or lipstick is… Nars Lipgloss in Como

My favorite food is... Mexican

My favorite scent is… Le Labo, Rose 31.

Best thing about motherhood… The laughter and rediscovering the beauty in all aspects of life.

Toughest thing about motherhood… Feeling guilty about not being available 24/7.

One thing I hope to pass along to my children is… Patience.

I wish someone would have told me… To not be so serious when I was in my 20’s.

I funded my dream by… Throttling back on the “wants” and investing my money in the company.


”Why fit in when you were meant to stand out.” – Dr. Suess