Grisel Paula is a trailblazer in the fashion industry and the founder and CEO of Rebdolls, a bold, size-inclusive clothing brand that celebrates women of all shapes and sizes. Grisel’s journey from fashion model to entrepreneur highlights her deep commitment to empowering women and redefining the standards of beauty. Through Rebdolls, she has created a community where women of all sizes feel seen, confident, and celebrated. Her brand goes beyond just clothing—it’s about creating a movement that challenges traditional fashion norms and uplifts women through representation and style. When she launched Rebdolls in 2014, access to plus-sized clothing manufacturers was few and far between, so this company designs their styles and fills the gap by manufacturing them as well. To expand their capacity, Grisel is spearheading a Kickstarter fundraiser to expand Rebdolls’ ability to produce size-inclusive offerings, raising support to continue providing stylish items for women in sizes 0 to 32.
About the Founder:
Grisel Paula’s journey began in a small town in the Dominican Republic, where she was born and raised. At age 10, Grisel moved with her parents and younger sister to Harlem, NYC, where they eventually settled. Her parents worked hard to ensure their daughters completed college, and it was during this time that Grisel was introduced to the world of plus-size modeling. Modeling for major brands, Grisel noticed a glaring disparity: plus-size women were offered far fewer fashionable options compared to those available in smaller sizes.
This realization sparked the beginning of Rebdolls. Grisel knew she wanted to create a brand where fashion was inclusive and women of all sizes could feel confident and beautiful. She launched Rebdolls.com in the Fall of 2014, committed to making trendy fashion accessible for women from sizes 0 to 32. Shortly after launching, Grisel introduced the slogan #sexyforall, a testament to her belief that women should not be forced to conform to one narrow standard of beauty.
Who Are the People:
Audience:
Grisel’s customers are fashion-forward women who refuse to let their size define their style. They are bold, confident, and unapologetic in pursuing fashion that makes them feel sexy, powerful, and seen. Rebdolls’ audience is diverse, spanning across ages, backgrounds, and body types, but all are united by their desire for size-inclusive fashion that doesn’t sacrifice trendiness or self-expression. Grisel’s commitment to inclusivity has built a loyal community of women who feel empowered by the brand’s message and products.
Employees:
Behind Rebdolls is a small but mighty team, each contributing to the brand’s growth and success. Grisel has assembled a diverse team that reflects the values of inclusivity that Rebdolls stands for. The team includes:
- Technical Designer
- Buying Director
- Merchandising Planner
- Operations Specialist
In addition to these core team members, Rebdolls has dedicated staff in E-commerce photography, Finance, Sales, Marketing, Customer Experience, and more. This diverse team works together to ensure that Rebdolls delivers on its promise.
Key Phrases & Signature Offering:
- Phrases: “Sexy For All,” “Size Inclusive,” “Bold & Unapologetic,” “Fashion Without Limits.”
- Signature Offerings: Rebdolls offers size-inclusive clothing ranging from size 0 to 32. The brand is known for its trendy, bold designs, including dresses, swimwear, loungewear, and statement pieces that empower women to feel confident and beautiful in every aspect of their lives.
The Differentiator:
Grisel Paula’s passion for size inclusivity and her experience as a plus-size model set her apart in the fashion industry. While many brands offer limited plus-size options, Rebdolls is built around the idea that fashion is for all women, regardless of size. Grisel’s understanding of the frustrations plus-size women face in the fashion world gives her a unique insight into the needs and desires of her customers. Rebdolls is about more than just clothing—it’s about empowering women to feel sexy and confident in their own skin.
Emotional Competitors:
Grisel competes emotionally with fashion brands that create a sense of exclusivity, making women feel they need to fit a specific mold to be stylish. These competitors cater to a narrow vision of beauty, which can leave plus-size women feeling overlooked or excluded.
Philosophical Competitors:
Philosophically, Grisel competes with brands that promote a more traditional standard of beauty, often focusing on limited body types and size ranges. These competitors may promote trends that exclude plus-size women, creating a divide in what is considered fashionable.
Functional Competitors (Audience Behaviors):
- Body Confidence Struggles: Many women struggle with body confidence and feel discouraged from wearing bold, trendy clothing. This behavior can prevent them from engaging with brands like Rebdolls, that are designed to empower and uplift them.
- Settling for Limited Options: Plus-size women often feel they have to settle for limited, less fashionable clothing, believing that trendy options aren’t available in their size.
- Fear of Standing Out: Some women may avoid wearing bold, fashionable pieces because they fear standing out or being judged for embracing their body in a size-inclusive fashion space.
How Does It Make Money:
Rebdolls generates revenue through its online retail platform and through platform partners like Target, where it sells size-inclusive clothing directly to consumers. The brand offers a wide range of apparel, from casual wear to statement pieces, with new collections dropping regularly to keep the inventory fresh and on-trend. Grisel has also leveraged social media and influencer partnerships to build a strong community around the brand, contributing to its growth and sustained customer loyalty.
Why I Love the Brand & What I See for the Future:
What I admire most about Grisel Paula’s brand is her authenticity and relentless commitment to inclusivity. Her personal Instagram is filled with day-in-the-life videos filled with conversations and candor about what it’s like to run a business, especially as someone working to expand the idea of what the industry sees as worthy to be mass-produced at scale. In an industry that has historically marginalized plus-size women, Grisel stands as a powerful advocate for body positivity and self-expression. Rebdolls doesn’t just offer clothes—it offers confidence, which makes the brand truly special. Grisel’s connection to her mission shines through in everything she does, from the bold designs to the inclusive sizing, and it’s clear that she genuinely cares about uplifting women who have been overlooked by the fashion industry for far too long..
Grisel Paula is positioned to continue expanding her influence in the fashion industry, particularly as the demand for size-inclusive clothing grows. With the Kickstarter fundraiser as a stepping stone to the future, the new facility she plans to build with the funding can become one of the most sought-after manufacturers of plus-sized clothing. While it would be amazing to see the expansion of Rebdolls through this next step, there’s so much opportunity to be able to eventually offer this service to other brands that would like to expand their catalog but don’t have the facilities or faculties – creating for plus size is not the same as straight size. Unless you know that and produce accordingly, a brand can experience dissatisfaction in its attempt to be inclusive without knowing what belonging requires in this space. Grisel can lead that revolution from the design and manufacturing perspective while also teaching what size inclusion truly looks like for other brands that may not have historically had that offering.
Their current online presence feels like a walk through the office, chatting with the girls about how you’re changing the world for women of all sizes – very much leaning into the founding ideals and getting to know the company. I think this is amazing! I’d also love to see more UGC and clothing modeled in the world. The items are so pretty and look like they should be in every life situation, and I’d love to see more of that. Grisel’s focus on community-building and customer empowerment will continue to drive her brand’s success, solidifying her as a key player in the future of inclusive fashion. I’m excited to see more growth, a new factory (support the Kickstarter), and amazing collaborations to come!
For more details about the Rebdolls Kickstarter fundraiser and to support the campaign, visit Rebdolls Kickstarter Campaign.
