Behind TIY: Hair Ties to Empower and Encourage

Knot your typical founder, Andrea Nucete-Elliott is six years into achieving her mission of supporting women in feeling authentic and empowered through TIY Products. CEO of the company, professional beach volleyball player, former Miss Universe Italy, and international model, Andrea has been around the world of fashion, beauty, and athletics her entire life.

There's no stopping her now! Andrea's vision for TIY is to inspire women to embrace their true selves, regardless of whether they are still discovering their identity or are actively pursuing their ambitions. 2024 promises to be TIY's biggest and best year ever. Come behind the scenes with us.

The TIY Backstory

TIY started when Jerritt Elliott, national championship winning Division One women's volleyball coach and Andrea's now husband, noticed his players kept having to stop practice to adjust their loosening ponytails. The distraction was frustrating to him, but just business as usual for them.

Not one to let his players be distracted from their goals because of their hair, Elliott sought out to create a solution that didn't yet exist.

“She has this magic spark that allows her to connect and empower everyone she comes in contact with,” said Elliott.

The first time Elliott saw Andrea talk about TIY to other women, he knew she had to be the one behind the brand. Whether they are still discovering their identity or actively pursuing their ambitions, Andrea's passion shines through women using TIY products to be the best version of themselves. Her passion for empowering others, coupled with her entrepreneurial spirit, has been instrumental in shaping TIY into the successful brand it is today.

Where TIY is Now

TV appearances. Tournaments. Brand ambassadors. Amazing reviews. Social Media. Athletes winning big. TIY is getting bigger and better every day. The company grew over 40% last year and we have expanded the TIY team to keep up with the orders coming in. Four colors sold out and two new ones were launched in 2023.

Read more: 2023 Year in Review

TIY is focused on innovation, particularly in sustainability. We launched a prototype of a refillable TIY, which aligns with their mission to create less waste in the hair tie industry. This initiative is part of a broader goal to make hair ties more environmentally friendly and sustainable.

 We make it our mission to make TIY hair ties known to the world. We're gearing up for some big events this year. The 2024 Summer Olympics will be in Paris, and so will Andrea! Several athletes will be sporting TIY hair ties as part of their competitive gear. We're behind them every step of the way. We'll also be seeing you at the Austin Marathon and SXSW.

New colors are coming to the scene. Peachy will be coming out before you know it, a light, delicate color to bring out your more flirtatious side.

Our bundle boxes are making it easier than ever for you to mix and match the colors that make you feel best. We have been especially active on social media, growing on TikTok and reaching new people with what TIY can do for them.

Who Needs a Better Hair Tie?

In the world of hair care, the humble hair tie is an essential yet often overlooked accessory. Elastic hair ties hadn't changed much in decades. They're harsh, they hurt, they break, and they don't take into account that different people have different types of hair. TIY products has something better to offer.

Athletes and Gym Rats

For those who lead an active lifestyle, including athletes, runners, and fitness enthusiasts, a hair tie that can withstand vigorous movement without slipping or causing hair damage is crucial. TIY high-performance hair ties are engineered for strength and durability. They will keep hair secure without damage or a hair headache.

People with Thick or Curly Hair

When it comes to thick hair, TIY hair ties are the side-kick you need in your bag. Thick or curly hair can be challenging to manage with standard hair ties, which may not be strong enough to hold the hair in place or may cause damage due to the tension required.

Read more: Best Hair Ties for Thick Hair

People with Fine, Fragile, or Damaged Hair

Individuals with delicate hair need hair ties that minimize breakage and tension. TIY products won't break, crease, or damage your hair because they reduce the friction needed to keep it in place. Our looping system allows you to customize your hair tie to the strength you want any time.

Fashionistas

Your hair is a part of your look, and so is your hair tie. TIY hair ties can be used to create various hairstyles, from classic ponytails to more intricate styles like braids and buns. Users have praised the way these hair ties "pop" in their hair and have expressed their intention to purchase more colors. They come in a variety of vibrant or muted colors to bring life to your outfit, your day, and your life. Follow #spottheknot to see how great TIY looks in real life!

Read more: Fall Fashion Trends from Fashion Week 2023

Teams

When we think of the gear needed for most sports, we typically leave out hair ties. Whether in school or as a professional, teams in competition need their hair to stay in place. TIY hair ties multiple color options will match a uniform or jersey. It's an important part of a team's impression. 

Read More: Hair Accessories for Competitive Dancers

Earth Lovers

Cheap hair ties aren't expected to last long. Traditional hair ties are made of synthetic materials that can take up to 500 years to decompose. Environmentally conscious individuals may seek out hair ties that are durable and long-lasting to reduce waste. High-quality hair ties that don't stretch out or break easily can be a more sustainable choice compared to disposable options. TIY advocates for an end to hair tie apathy, encouraging users to keep track of their hair ties and invest in quality products that will last longer, work better for their hair, and be better for the environment.