That experience led to the launch of an online marketplace for “all things kids” called MineMine Kids, which Hershey-Lambert cofounded with her longtime friend and Neiman’s colleague Carolyn McCall. The marketplace debuted with apparel, accessories, shoes, beauty, toys, home decor and furnishings for newborns up to teens. “There is such an enormous opportunity in this category, that I have moved my entire focus to the world of children’s fashion, life and style,” Hershey-Lambert said back then.

In May 2019, the partners transformed the business into an upscale apothecary for kids selling clean and organic lines such as Minois Paris skin creme, bubble bath, milk bath and lip balm; Bambini Furtuna, a premium wellness brand from Sicily offering topical products to ease discomfort such as itching and help sleep, and Spots & Stripes from the U.K. selling skin and hair care, body washes and deodorants for teen and tween girls and boys.