Lace Up For Change: New Campaign Celebrates EmPOWERed Women Who Step Forward To Advocate For Others

Judaline Cassidy. Elizabeth Leifer. Pamela Delgado. Joey Hartmann-Dow. Nicole Rios. Caiti Ward. These six women everyone should know have all stepped forward on very different paths to bring about the change they want to see in the world. They represent what it means to be empowered. We’re featuring their stories in a new #LaceUpForChange campaign that celebrates them for being FEARLESS… a BADASS… a FEMINIST… a WARRIOR… a REBEL… driven by STRENGTH and HEART… on their own terms.

(EM)POWER Laces, designed by our Women You Should Know team, made their debut at the Women’s March in January 2018. They are shoelaces, yes, but also a herald of empowerment; a wearable and fun expression of the work we’ve been doing since 2011. Each pair features a different power-packed word punctuated by our trademark woman symbol, “where strength meets heart”.

Connecting meaningful mission with meaning-filled product, our #LaceUpForChange campaign features images of Judaline, Elizabeth, Pamela, Joey, Nicole, and Caiti accompanied by a highlight from their inspiring stories, and how the (EM)POWER Laces word each woman wears defines and drives her.

To directly support these empowered changemakers, from now through May 16, 2019, Women You Should Know will donate 10% of the retail price of any (EM)POWER Laces ordered in Judaline, Elizabeth, Pamela, Joey, Nicole or Caiti’s name to each woman’s cause of choice (specific purchase codes/nonprofit designations are listed with each woman’s profile below).

There’s never been a better time to #LaceUpForChange! So, what are you waiting for?


#LaceUpForChange

empowered Judaline Cassidy

Get to know Judaline here. Directly support this changemaker by ordering any style(s) of (EM)POWER Laces now through May 16, 2019! Use code JUDALINE at checkout and Women You Should Know will donate 10% of the retail price from your purchase to her nonprofit – Tools & Tiaras Inc.

Tools & Tiaras Inc. is committed to advancing the interest of girls and young women who want to pursue non-traditional careers by placing tools in their hands.


Get to know Elizabeth here. Directly support this changemaker by ordering any style(s) of (EM)POWER Laces now through May 16, 2019! Use code ELIZABETH at checkout and Women You Should Know will donate 10% of the retail price from your purchase to her nonprofit of choice – National Center for Transgender Equality.

The National Center for Transgender Equality advocates to change policies and society to increase understanding and acceptance of transgender people.


Get to know Pamela here. Directly support this changemaker by ordering any style(s) of (EM)POWER Laces now through May 16, 2019! Use code PAMELA at checkout and Women You Should Know will donate 10% of the retail price from your purchase to her nonprofit of choice – RAICES Texas.

RAICES Texas promotes justice by providing free and low-cost legal services to underserved immigrant children, families, and refugees.


Get to know Joey here. Directly support this changemaker by ordering any style(s) of (EM)POWER Laces now through May 16, 2019! Use code JOEY at checkout and Women You Should Know will donate 10% of the retail price from your purchase to her nonprofit of choice – Black Women’s Blueprint.

Black Women’s Blueprint, Inc. is a civil and human rights organization that takes action to secure social, political and economic equality in American society now.


Get to know Nicole here. Directly support this changemaker by ordering any style(s) of (EM)POWER Laces now through May 16, 2019! Use code NICOLE at checkout and Women You Should Know will donate 10% of the retail price from your purchase to her nonprofit of choice – Lupus Foundation of America.

The Lupus Foundation of America is devoted to solving the mystery of this unpredictable disease, while giving support to those who suffer from its brutal impact.


Get to know Caiti here. Directly support this changemaker by ordering any style(s) of (EM)POWER Laces now through May 16, 2019! Use code CAITI at checkout and Women You Should Know will donate 10% of the retail price from your purchase to her nonprofit of choice – Center for Biological Diversity.

The Center for Biological Diversity works to secure a future for all species hovering on the brink of extinction through science, law and creative media.


(EM)POWER Laces are thread through the sneakers and shoes (and hoodies and drawstring bags and belt loops and more) of people in 18 countries across the world who want to celebrate themselves or need a little reminder of what they’re made of. (EM)POWER Laces retail for $9.99 a pair. They are made in the USA exclusively for Women You Should Know by a woman-run manufacturer, and proceeds support the work our social enterprise does to help women and girls empower themselves.

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