NEW PRODUCT

ombine the unbri-
dled zest of three
sisters with their
unique talents, an immense
desire to work together — and
years of experience spent bathing
their 16 grandchildren — and the
creation of the Hug Me Dry towel
was a naturaL
"Hug Me Dry is actually a
full-length, wearable, long apron
that covers your clothes when you
bathe your baby or splashing tod-
dler," said Arlyne Cherrin of
Bloomfield Hills, a partner in
'WeeSisters, creator of the toweL
"I used to have to get
undressed and put on my hus-
band's pajama tops to bathe my S-
and 4-year-old grandchildren_ \Then
I took them out of the tub or show-
er., I would be soaking wet."
Sister Cheri Epstein of West
Bloomfield added, "You can take
the children right from the tub to
the towel and cuddle them — and
hug them thy You don't have to
carry a cold, wet baby to where a
towel is laid out," she said_ "It's a
wonderful tool for new parents to
become confident holding a brand-
new baby."
After working together in other business
ventures — including selling candy trays and
knit lapel flower pins — sister Joanne Cohen
of Bloomfield Hills came up with the Hug Me
Dry idea. "NliTe knew we either needed more
hands or a better towel," Cherrin said.
"We just wanted to spend time together —
but also be productive," Epstein said. "The
Hug Nle Dry towel allows us to do both_"
Each of the women brought diverse experi-
ence and talent to the boardroom table, with
Epstein taking over on the computer, Cohen
handling the books and Cherrin as organizer
and marketer. "We also do each other's jobs
well," Cherrin said.
In addition to involvement in Hug Me Dry,
Epstein is assistant to the director of Temple
Israel's preschool in West Bloomfield, where
she has taught for 25-years; Cherrin, a former
silk flower shop owner, now works selling an
international face-care product; and Cohen, a
former chief executive officer of an antique
jewelry store, now runs a tutorial program for
kids at risk in the Walled Lake Consolidated
School District.

"We really work so well
together," Cohen said. "We
brainstorm everything, from our
name to our logo to the design of
the product"
The women have found ways
to work together and still main-
tain their sisterly relationship,
with the strong bond of family
bypassing the occasional dis-
agreement
When the Hug Me Dry was
first manufactured in 2000, the
towels were sold online, at
Temple Israel's gift bazaars and
by word of mouth.
"I know a baby nurse who
was with a new mom when she
was gifted the towel," Cherrin said.
"She said she had to have one, so
the new mom bought one for her."
Now they're selling in stores in
California and Michigan. Locally,
the Hug Me Dry towel is available
at Baby and Me and Windows and
Walls and Niore, both in West
Bloomfield, and the Purple Bear in
Birmingham. The Family Affair
BY SHELLI LIEBMAN DORFMAN
shop inside William Beaumont
PHOTOGRAPHY BY ANGIE BAAN
Hospital in Royal Oak will also
carry them.
"They are so easy," Cherrin
said. "One size fits all. There are no fasteners.
They just slide over the head."
Away from the kids, Epstein also uses her
Hug Nle Dry in the kitchen, like a long, over-
the-neck hand towel. "When I'm cooking, it
saves a lot of paper towels," she said.
And Cherrin uses one to bathe her miniature
schnauzer, Charlie.
Right now.; the towels — made from 100 per-
cent organic cotton — are personalized with the
word "Mommy," but new shipments may have
no name on them, with the option to add it
Each towel has purple trim and a heart-shaped
emblem and has a matching washcloth.
"The Hug Me Dry is something really'
unusual," Epstein said. "It's been popular both
with new moms and as gifts for second- and
third-time parents whose friends and family
want to buy something they don't already have."
.
To order Hug Me Dry,
Cherrin said, "Our parents told us a long
send a check or
time ago we should stick together. We are
money order for
together so much, if I go somewhere alone,
$62.88 ($48.00 plus $2.88
sales tax and $72.00 ship-
people always ask, "Where are your sisters?"
ping and handling), with
We share whatever we have anyway — so why
name, address, phone number
and e-mail address to:
not a business?"
WeeSisters LLC, P.O. Box 250621,
"Our goal is to be successful in WeeSisters
Franklin, Ml 48025; fax an order to (248) 626-0669; or
and
keep having fun together. And our ultimate
online at: weesisters.com
Towels purchased in stores do not include the
goal is to end up sitting on stage, talking about
shipping and handling charges. For e-mail information,
our product on TV — with Oprah."
write to: weesisters.com@weesisters.com

HUG ME D RY

Sisters' infant enterprise
soaks up success.

From The Beginning

"The day we registered our business was
such a big day for us," Cherrin said.

1 0 • NOVEMBER 2itio.4 JNIPI_AT1NUM