Faith Friends Co. x Anne Wilson: One Year of Fighting for Girlhood

A little more than a year ago, we had the honor to speak with Emily at Faith Friends Co. about the why behind her new doll company. In short, Emily needed a faith-based substitute for the popular American Girl doll lines that had become increasingly worldly, superficial, and even, at times, “woke”. There was a vacuum in the toy world, and Emily knew just how she’d like to fill it: with a collection of sweet dolls crafted with care and intention, and designed to encourage growth in faith and girlhood.

Well, it’s been a fantastic, if not educational, year for Emily, and we’ve nabbed a bit of her time to talk about the launch of the business and how it’s grown since.

“There’s definitely a growing demand for wholesome, trustworthy children’s products, especially among Christian families. I think more parents are waking up to the subtle (and sometimes blatant) indoctrination in mainstream products and are seeking alternatives.” – Emily, Faith Friends Co.

The last time we talked to you, you were about to launch Faith Friends Co. How did the launch go?

The launch was incredible! I was blown away by the fast and enthusiastic support from moms, dads, grandmas, and aunts. We opened the pre-sale early on September 29 2023, and within the first minute, orders were pouring in. It was chaotic in the best way, though there were definitely some surprises. Leading up to launch day, I’d been pulling late nights to finish the website and backend setup—I think I was up until 3 a.m. the night before.

That morning, I took a deep breath, said a prayer, and hit “live.” It was one of those moments where I thought, “Alright God, we’ve taken it this far… now it’s up to them. Will they show up?” And they did! Orders started pouring in within minutes. But of course, it wouldn’t be a launch without a glitch.

As the orders kept coming, I realized the website wasn’t collecting tax and I wasn’t sure exactly what that meant but I assumed it couldn’t be good. Cue the panic! 

I totally freaked out, without a clue how to fix it—Shopify support wasn’t answering, Google told me different states charge different taxes, but only after hitting certain thresholds. I’m thinking, “Why didn’t I think of this before? Could I just pay it back myself? Will the IRS come busting down my door?!” 😂

There I was, nursing a baby with one hand and frantically yelling for my husband and simultaneously calling a friend for help far too early in the morning with the other. It was total chaos and, in hindsight, perfectly fitting and memorable for the launch!

What are some of the major milestones achieved in Faith Friends’ first year?

The biggest milestone—and surprise—was delivering our launch orders just in time for Christmas. We weren’t expecting the dolls to make it; in fact, they weren’t supposed to. I even had a disclaimer at checkout stating the dolls would not arrive in time for Christmas. With all the shipping and manufacturing delays, I was fully prepared for them to arrive even later than expected—certainly not early!

But just days before the Christmas shipping cutoff, I got a surprise email from my warehouse letting me know all the dolls had arrived. It was amazing and so fitting for our journey. There was still a lot to do—unpacking, labeling SKUs, re-boxing—and we were cutting it close. There were missing deliveries of girl and doll pajamas that I chased down around town with my kids at shipping warehouses. I stayed up all night packing orders. 

But His timing was perfect! The dolls shipped out just in time for Christmas.

On Christmas morning, hundreds of girls across nearly every state woke up to a Faith Friends doll under the tree. It was surreal. Seeing photos of their smiling faces and girls diving into their journals—things I poured so much prayer and love into—was the biggest gift!

How has the competitive landscape evolved, and what are your thoughts on your position within it?

There’s definitely a growing demand for wholesome, trustworthy children’s products, especially among Christian families. I think more parents are waking up to the subtle (and sometimes blatant) indoctrination in mainstream products and are seeking alternatives. There seem to be more children’s brands launching, and I’m here for it! 

I believe a rising tide lifts all boats, and I love seeing more parents launching businesses to fill this void. During my startup process, I documented lessons and got together with my friend Megan Jenkins from HIS Kids Company to create a video course called the Faith-Filled Business Mentorship. We basically built a roadmap for other women interested in starting faith-filled businesses. It’s been so rewarding to come alongside other moms and help them launch. We’re going to build up the parallel economy and I’m hopeful we will not have to compromise our values so much when shopping in the future.

What sort of response have you gotten regarding the concept of Faith Friends?

The response has been overwhelmingly positive! I’ve received dozens of emails and even handwritten letters from girls and their moms. It means the world to me. Building a company like this while raising a family and working can feel pretty lonely. I don’t have a team or in-person community doing this with me, but the customers and moms who connect with me on Instagram and in email are my community and keep me going! I’ve had moms send me a Venmo for coffee, share pictures their daughters drew for me, and prayers… It’s all really humbling and always seems to come perfectly timed on those days when I really need the extra encouragement.

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One of the things Emily originally focused on was the fight for girlhood. This idea rang true with us at AmericanMom where we feel girls are often under attack in modern society. From gender ideologies telling them they’re boys, to no longer having girl-specific spaces, to being put in a box based on interests, to even being told that they shouldn’t desire to be mothers—one of the most natural desires for girls. 

When we asked Emily about this a year ago, she stated: “I believe we combat it first by sharing the truth about who God is and how He created us.” And that was a huge inspiration for the religious foundation of Faith Friends Co. It’s more than a toy or doll company, it’s a organization dedicated to the growth—in mind, body, and spirit—of girls as they find their place in this crazy world.

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 How has your fight for girlhood changed since last year?

It’s definitely stronger and continues to grow. Each season, I feel less alone in this mission as I connect with more moms who share this fight. I’ve started sharing more through my podcast and in my upcoming book Mama Bear Survival, set to release later this year. The book dives into the bigger picture of navigating motherhood in today’s rapidly changing world, focusing on increasing preparedness, self-reliance, and returning to some of the traditional ways of life. 

Many of us are realizing the world today is very different from the one we grew up in. We’re up against mainstream media, big pharma, big food, big government, and big tech. We have open borders, a declining economy, and the erosion of morals, faith, and objective truth in our schools and institutions. We’re raising kids in difficult times, but I believe we’re here for a reason, and the work we do as mothers is more important than ever. We just need to build up our community and not give up.

Do you think certain aspects of Faith Friends have been a major draw for people?

The faith and values paired with quality are definitely what draw people in. Parents are tired of cheap products that don’t build up their children. That was a major issue with American Girl. Beyond the gender indoctrination, many of the storylines were superficial and materialistic. I think they’re even starting to shift back a bit because they’ve felt the backlash.

Kids don’t need shallow messages; they need encouragement to be “in the world but not of it.” The only negative feedback I’ve received is that the dolls aren’t made in America. All the vinyl doll factories are overseas, and creating U.S. production while keeping prices accessible is a huge hurdle. But down the road, it could be a possibility.

Have you established any key partnerships or collaborations, and how have they impacted your business?

Yes! We recently launched a collaboration with country Christian musician Anne Wilson, and I couldn’t have asked for a better partner! 

She’s a shining light and role model for girls today, which is needed now more than ever. Anne truly embodies our mission to encourage girls to live boldly in faith. The pre-order for her collection was almost as big as our original launch, and it even surpassed it within a few days. So we ended up doubling our order size to keep up with demand. The dolls and accessories are available now and will ship in time for Christmas!

I’m always looking for partnerships with individuals and brands that share our values and mission. My goal is to collaborate with people who can help us reach and inspire more girls.

What advice would you give to other Mom-preneurs based on your experiences this year?

It can feel scary to take that leap of faith to start a business rooted in your values. You might worry about being canceled or losing friends, and yes, it’s hard. I can’t promise those things won’t happen. But the freedom that comes with aligning your business with your beliefs is worth it. You’ll meet incredible people, and new opportunities will replace any losses. Trust that there are people out there looking for exactly what you have to offer. Don’t water it down. Stay true, pray often, and just launch!

What is coming up? Anything new on the horizon for Faith Friends?

I’m always dreaming up new products. Right now, I’m working on a paper/sticker doll book featuring historical women of faith. I’d love to expand into more journals and faith-based products that help introduce girls and families to Jesus. My heart is really in paper products—prayer journals, devotionals, and more. Books have been a huge request, and I’m thinking about tackling that in the coming year. It’s all about staying focused, listening to our customers, and doing what’s best for the growth of the brand and our mission!

The flourishing Faith Friends Co. gives us hope for a future in which girls have wholesome, faith-filled companies to rely on as they grow up. Emily’s labor of love has more than paid off over the past year and we are so excited to see what she does next with her wonderful, God-given talents!