Editor’s Note: Printful declined to be interviewed but provided input via answers to email questions. Responses are lightly edited for better flow.

A friend of mine and two of his friends are creating a new brand focused on celebrating women and girls for who they are. The brand provides personalized products that combine wordplay and a logo to make a statement with a feminine flair.  One of the founders of Her Expressions, Darrell Morales, told me, “Our products feature powerful words combined with our logo, which is pronounced ‘Her’ including Lead(Her), Achieve(Her), Dream(Her), Heal(Her), Teach(Her) and many more. We give a minimum of 10% of our proceeds to six charities that support the advancement of equality, education, economic opportunity, and wellbeing for women and girls everywhere. People can choose one or more of these charities during checkout.”

Another driver for the founding of Her Expressions, according to Morales, was to found a business in which he could work with his daughters—one an athlete and the other an activist—something that would appeal to both of them. “We had the idea of a dynamic brand built around words that communicate confidence, achievement, and independence. We call these power-words ‘Her-Words,’” he says. “The challenge was in the execution.”