Making a bold statement

The woman behind a line of girls’ tween clothing and accessories with a message of empowerment has opened her first boutique for the brand in Costa Mesa.

Cheryl Beck, founder of Bold Girlz, opened the Bold Girlz and Party Place boutique two months ago at Westport Plaza, 369 E. 17th St., as a way to build up brand recognition.

“It’s not a brand that fits in a women’s boutique or a kiddie boutique,” said Beck, who originally started the label as an online business, https://www.boldgirlz.com, in New York in 2010.

She moved herself and the fashion brand to Orange County in early 2011. Eventually, she’d love to see a department store carry her label or license it.

B.O.L.D. stands for “brave, original, loving and daring.” Beck even calls herself CEO, short for “chief empowerment officer.”

The company donates 10% of its profits to causes for young girls. Past charities include Freshwater Haven, which works to fight against women and child abuse.

Beck also partners with other local brands that have a philanthropic message, including two from Orange County: Epic Timepieces and Wired for Freedom.

The Bold Girlz logo, which is on various tees, hoodies, accessories and other fashions, is an unclosed peace sign so it looks like a “G.” There’s even a dog tag necklace with the logo on it.

On the back of the necklaces are codes that girls can scan using their smartphones, which reveal an empowering message of the day.

Young girls, commonly referred to as tweens — somewhere between 10 and 14 years old — are loving the clothes and accessories, Beck said.

“Even the 8- to 9-year-olds are really into this stuff,” she said.

The shop also has a runway in the middle for special events and parties, and a back area that Beck would like to turn into an activity room for young girls. There, they could do give-back types of activities like the Pillowcase Project, which has girls turn pillowcases into dresses that are donated to girls in Africa.

From 3:30 to 5:30 p.m. April 24, Bold Girlz is partnering with the Girl Scouts of Orange County for a philanthropic workshop with a speakers panel that will feature local women who run businesses with a charitable slant. Jackie Bird of Epic Timepieces in Newport Beach and Brooke Hodges, one of co-founders of 31 Bits in Costa Mesa, are both set to speak.

alisha.gomezberman@latimes.com

Twitter: @TheDailyPilot