Corona del Mar Today

Corona del Mar's Twistbands Spark National Craze

What began with a Corona del Mar's mom spur-of-the-moment attempt to keep her hair comfortably away from her baby daughter's grasp has turned into a successful business that recently was featured on the "Today" show.

Jessica Frandson created her Twistband company in 2008 and to date has sold more than 1.5 million of the colorful, stretchy bands that look just as good as a bracelet as they do as a hairband. The bands, which come in a rainbow of colors, some featuring little baubles, sell for about $2.50 apiece.

"I can't make enough Twistbands," Frandson said. She began in her home crafts room, using leftover ribbons and decorations, trying to find a more stylish ponytail holder that wasn't too tight. Now, she's branching out, adding colorful hair pins and shoelaces to her business.

"The shoelaces were one of those 'Ah-ha!' moments in the middle of the night," she said. "I woke up thinking, 'Shoelaces would be fun…'"

The shoelaces come in rainbow tie-dye and neon shades, and once they are on your shoes and tied, you can stretch them and slip shoes on and off without worrying about retying laces.

"They are great for kids, but also for elderly people who have trouble with laces," she said.

The popularity among older people and boys led Frandson to create laces in more traditional colors, she said, which will soon be available for sale. She also has party kits available, so girls can create their own Twistbands at parties, or for favors.

Sales have been great, online as well as in retail shops across the world, and locally in shops like Hobie Surf Shop in Corona del Mar and Trompe L'oeil Cosmetiques in Newport Beach. But Frandson said a recent plug on the "Today" show really sent orders through the roof.

"The power of television is unbelievable," she said, describing how she was walking with her daughter when the clip first appeared on the East Coast. "By 7:30 a.m., I checked my phone and had 180 e-mails already," she said. "My website started blowing up."

Frandson said she's going to donate $50,000 worth of goods to the Today Show Toy Drive later this year, and she also created Twistbands for Hurley to hand out at last year's Huntington Beach Open Surf Contest. Some of her marketing efforts are personal and local, as well — handing out bands at the Cameo neighborhood's July Fourth party, or to strangers who remark on her armful of colorful Twistbands.