Three Cheers for Girls (3C4G) was born from the creative vision that only a costume designer from the Great White Way can have.
Cinthia Russiyan (a former costume designer) founded 3C4G in 1996 as an extension to General Awards, Inc., a successful company that she and her husband, Nicholas (a former Broadway stage manger) still run together. General Awards is an industry-leading awards and recognition manufacturer. Think medals and trophies for marathons, gymnastics and cheer competitions, and soccer and baseball leagues. From there, the company evolved into a second company of party medals: think celebratory like "Kiss Me. It's My Birthday," "World's Greatest Mom," or "Best Friends."
Originally named "Three Cheers" as in "Hooray, let's celebrate you," this second company became Three Cheers for Girls in 2002 as it narrowed its focus to 7- to 12-year-old girls specifically. Why the shift in focus? Cinthia recalls, "We noticed that the best-selling items were always anything that said Friends Forever and Best Friends, and we thought, 'Hey, there's a niche market for these types of items.'" And the rest, as they say, is history.
Choosing items for this demographic has been pure joy for Cinthia. She says, "I'll admit that the details the pre-teen demographic loves—like feathers, sequins, and glitter—really spoke to me from my old costume design days." Cinthia worked for such legendary Broadway productions as Cats and Tap Dance Kid and with major stars like Gregory Hines, Sandy Duncan, and Savion Glover. She also worked in the fashion industry for major companies such as Tahari and Nautica. No doubt, her deep experience in design and fashion contribute to 3C4G's hip and cool aesthetic.
Going Strong for Nine Years…And Counting
Since then, 3C4G has enjoyed steady, sustained growth as it celebrates all things tween: from outfitting the girl herself to everything that's part of her world, like her bedroom , bath and school. Driven by the diverse lifestyles of these young girls, 3C4G and the people behind the brand name believe in supporting the choices of tweens and embracing their creativity and desire for self expression.
Based in Florida, New York, which is about an hour away from New York City, Three Cheers for Girls offers high quality products, tailor-made for all young girls. Cinthia adds, "And of course, everything we select must get approval from our BPC: Best Product Consultant." The BPC is also Nicholas and Cinthia's granddaughter, Sonya.
Looking Ahead…Growing with Their Girls
One thing the company hopes to do is grow with its girls at every major stage in their young lives. To that end, 3C4G has added two new lines: "Baby Cheers" is for tiny tots. And "Bliss" is for the older girl, age 13 to 16. Cinthia says, "Our hope is that as toddler girls turn into tweens and tweens turn into teens, they (and their moms) will continue to love the looks, styles, and quality that 3C4G delivers during every major milestone in their journey through adolescence and young adulthood."
For more information/photography or to schedule an interview, members of the press should contact Jason Butts at 888-333-2260 or jasonb@3C4G.com.