We’ve always had an entrepreneurial spirit. Growing up, my twin sister Gabbie and I would join Christmas bazaars every year, starting at just five years old. After the pandemic, when events began to return, we realized we wanted to sell something not just seasonally, but year-round. The spark came during a trip to Europe. We noticed a small boutique with a line of teenage girls outside. Most of the time, we only found clothes we loved when traveling abroad. We wanted to bring that experience home.

That’s how In the Moment Apparel was born. The brand came from the things that make us happiest: video editing, planning events, fashion, spending time with friends, and the beach. It became a way to combine those passions into something meaningful. Work for In the Moment doesn’t feel like a chore. It feels like doing what we love. And that joy is what helps us balance academics and business. It gives us energy even on the busiest days.

One of our biggest advantages? We are our own target market. We know what teens like, because we’re teens ourselves. We constantly ask, “What would I want to wear?” or get feedback directly from friends. Those conversations shaped everything from the clothes we design to the events we host.

Even the name “In the Moment” came from something personal. We wanted a reminder to live authentically, especially in today’s digital world, where it’s easy to compare yourself to others. Our Instagram reels and videos capture candid moments, laughing at the beach, spontaneous clips with friends, because we want our audience to feel something real, not staged.

Of course, balancing a brand with school is far from easy. As International Baccalaureate (IB) students, we juggle essays, exams, and projects while managing launches and events. There are weeks when it feels like there just aren’t enough hours in a day. But we’ve learned a few important lessons along the way:

• Time-block your priorities. Dedicating certain hours strictly to school and others to business helps us avoid feeling scattered.

• Don’t do everything yourself. Delegating to staff and interns has been a game-changer. It taught us teamwork and allowed us to focus on the things only we could do.

• Stay connected to our “why.” Remembering why we started, inspiring confidence, and building community. This keeps us motivated, even when things get stressful.

The most rewarding moments are when girls come up to us saying they are more confident wearing our clothes, or that one of our events gave them a sense of belonging. We started small, simply wanting to merge our interests, but we never imagined it would touch people in such a personal way.

We’re still figuring out how to juggle everything, but we’ve learned it doesn’t have to be perfect to be worthwhile. For us, it’s about finding joy in the process, whether that’s planning a launch after finishing an essay or hearing from someone who felt good in our clothes. Those small moments remind us why we keep going.