Why Representation Isn't a Buzzword - It's a Confidence Builder

At make n’ believe, we believe something simple but powerful: when girls see women doing bold, creative, world-changing things, it expands what they believe is possible for themselves. Of course, a piece of jewelry alone can’t change the world overnight. But imagination, encouragement and the stories girls grow up hearing about what women can do? Those things shape confidence. And right now, research shows girls need that encouragement more than ever.

The Confidence Gap in Girls Starts Earlier Than Many Parents Realize

Studies consistently show that girls’ confidence declines significantly between childhood and adolescence.

One widely cited study conducted with polling firm YPulse found that girls’ confidence drops by about 30% between the ages of 8 and 14. Read more...

By age 14 (when confidence reaches its lowest point for many girls), boys report confidence levels about 27% higher than girls. Read more...

More recent research suggests the trend may be worsening. The Girls’ Index survey of more than 17,000 girls found that the percentage of girls who say they feel confident declined from 68% in 2017 to about 55% in recent years. Read more...

Researchers found the largest drops in confidence among girls in 5th and 6th grade, highlighting how early the shift begins. Read more...

These numbers matter because confidence influences things like:

• willingness to try new activities
• speaking up in class
• pursuing interests
• leadership and resilience
• long-term career aspirations

When confidence declines, the range of possibilities girls imagine for themselves can shrink with it.

Why Do Girls Lose Confidence?

Researchers point to several factors that often contribute to declining confidence in girls during late childhood and adolescence:

• Social Comparison Increases: As children grow older, they become more aware of how they compare to peers academically, socially, and physically.
• Appearance Pressure Grows: Studies show girls begin experiencing heightened concern about appearance during late elementary school.
• Fear of Failure Develops: Girls are often socialized to avoid mistakes, which can make them less likely to try things they aren’t immediately good at.
• Fewer Visible Role Models in Certain Careers: When girls don’t see many women represented in certain fields, they may subconsciously view those paths as “not for them.”
• Social Media and Cultural Expectations: Constant comparison can intensify pressure around identity and achievement.
  

Because these pressures build gradually, early encouragement and exposure to inspiring women can play an important role in helping girls build confidence.

What Helps Girls Build Confidence

The encouraging news is that confidence is something that can grow over time. Research consistently finds girls gain confidence when they have:

• Visible Role Models: Seeing women succeeding in different fields helps girls imagine themselves in those roles.
• Encouragement from Parents and Mentors: Adult support is one of the strongest predictors of self-confidence in girls.
• Opportunities for Imagination and Exploration: Play allows children to experiment with identity, creativity, and possibility.

In other words, confidence often begins in the same place childhood imagination lives.

Turning Dress-Up Time Into Dream-Up Time

This idea inspired make n’ believe. Our jewelry collections and bead kits are inspired by women across many fields like science, literature, art, philanthropy, entertainment, sports and more. Each piece includes a story insert and learning page, introducing kids to women who imagined, created, discovered, explored and helped others. Because when kids play, they’re doing more than dressing up. They’re trying on possibilities.

A scientist studying wildlife... A writer imagining stories...  An artist creating something new...  A conservationist exploring nature...

Seeing women who have done these things helps girls begin imagining those possibilities for themselves.

Small Sparks Can Grow into Big Confidence

Confidence doesn’t develop in one big moment. It grows through thousands of small ones:

• A parent encouraging curiosity.
• A story about a woman who followed her passion.
• A child imagining herself doing something bold.

At make n’ believe, our goal is simple: to help spark those moments. Because when girls grow up seeing women as creators, explorers, thinkers and leaders, they’re more likely to believe they can become those things too. And sometimes, confidence begins with something as simple as imagination.

Join us to sparkle big, dream bigger.