skip to main content

Recent Searches

    Popular Searches

      Recent Searches

        Sign In

        Recent Searches

          Popular Searches

            Recent Searches

              Maisonette Diversity, Equity, and Inclusion Report
              January 2021 to December 2021

              To our Maisonette family,

              One year ago, we published our first DEI Report as a step in our ongoing effort to support, grow, and celebrate diversity, equity and inclusion within our company and community. And although we have so much more work to do, we are proud of the commitment and progress we’ve made together. We’ve outlined this good work below, in our second DEI Report.

              We thank you, our community, for your continued support and feedback as we continue to learn and grow. We trust that through our collective education and action, we can make the world a better place for our families today, and generations to come.

              Sylvana + Luisana, Co-founders, Maisonette


              The second Diversity, Equity, and Inclusion (DEI) Report includes all progress since January 1, 2021, and outlines Maisonette’s progress to deliver measurable results on our commitment to diversity, equity, and inclusion. We will continue to publish these reports to our website, where our community can continue to hold us accountable and provide feedback.

              18-month Strategy and Roadmap

              In December 2020, we hired Dream Forward Consulting for a 6-month engagement to help assess our current state, determine our DEI goals, and develop an 18-month strategy and roadmap.

              We are committed to approach DEI work with the same rigor and focus on impact that we bring to our other business initiatives. We have established a long-term vision and a roadmap. Each roadmap initiative has a clear objective and key result (OKR) that allows us to evaluate success. We will take on two to three roadmap initiatives each quarter. Every six months we will evaluate performance to measure the impact, and determine if we should modify our roadmap of initiatives based on new learnings.

              The initiatives on our roadmap are divided into 3 categories: People, Culture, and Market. The impact of our People and Culture initiatives will be measured by employee surveys, workforce diversity, employee retention and internal mobility by race. The impact of our Market Initiatives will be measured by customer diversity, vendor diversity and marketing impressions.

              Our People Initiatives are:

              • Set department and organizational level employee racial diversity goals, in addition to our current company wide goals
              • Develop an internal sponsorship program for BIPOC employees
              • Create and publish talent acquisition process to boost consistency in hiring process
              • Develop standardized promotion process to reduce bias

              Our Culture Initiatives are:

              • Increase participation in the internal DEI Mixed Media Club
              • Create a DEI events calendar to track and celebrate heritage months and other culturally significant events
              • Develop a clear internal and external communication strategy that guides us on when and how to respond to DEI events
              • In service of recruiting and retaining people of color, strengthen the onboarding process to set employees up for success

              Our Market Initiatives are:

              • Increase the number of Black-owned brands on our site
              • Highlight brands with non-white founders on our site
              • Implement a process to audit the products from our brand partners for cultural appropriation
              • Publish public DEI reports every 6 months
              • Improve diversity in our marketing campaigns considering concepts, photographers, stylists, crew, models, locations, and styling
              • Improve diversity in our content considering both the content and the contributors

              Insights & Analysis Report

              Dream Forward Consulting conducted a survey and focus groups with our employees that analyzed five areas important to DEI Health within a company: Belonging, Visibility, Organization Structure, Power & Influence, and Growth Pathways. In total we had 63 respondents (90% participation) and 50+ open-ended responses indicating a high engagement rate with the assessment.

              The results of the survey are represented in the below:

              • Over 85% of participating employees said they feel they belong at Maisonette
              • Over 90% feel proud to work for Maisonette
              • Over 90% feel they have a place in the organization
              • Over 80% believe they have the power to make decisions about their work
              • Nearly 80% believe their team’s management structure supports team success
              • Over 70% believe leaders create opportunities to connect and bond

              The survey highlighted 3 areas of opportunity:

              • Clarity of our ongoing commitment to DEI initiatives in parallel with company growth, and of how our DEI commitment relates to the specific experiences of under represented employees
              • Pace of Change that balances the desire to progress quickly with the the need for employees to understand and be part of the change (change with them versus at them)
              • Internal Mobility for under represented groups with clear growth pathways, consideration for stretch opportunities and mentorship

              Workforce Diversity

              On April 15th 2021, we completed our first self-identification survey with employees. The survey allows us to determine progress on the workforce diversity goals specified in our last report, as well as set a baseline for future progress. Currently, our workforce diversity goals, as shown below, reflect the racial demographics of the United States of America—the country in which we operate.

              We still have more work to do in this area. In addition to total employee goals, an upcoming initiative on our DEI roadmap is to add specific department and organizational level goals. This is to ensure a more even distribution of race throughout the entire organization and prevent pockets of non-diversity.

              Current Employees (as of the April 15th 2021 self-identification survey):

              • White: Goal: 58% or less; Actual: 51%
              • Black or African American: Goal: 13% or more; Actual: 17%
              • Asian: Goal: 6% or more; Actual: 14%
              • Latino or Hispanic: Goal: 18% or more; Actual: 8%
              • Two or more races: Goal: no specified goal; Actual: 10%
              • Middle East and North African: Goal: 3% or more; Actual: 0%
              • Native American and Pacific Islander: Goal: 2% or more; Actual: 0%

              Since January 1st, we have hired 57 new employees, of which 72% are non-white.

              Executive Team: Our eight-person Executive Team consists of our CEO & Co-Founder, President & Co-Founder, Chief Business Development Officer, Chief Customer Officer, Chief Financial Officer, Chief Operations Officer, Chief People Officer and Chief Technology Officer. They identify as:

              • White: 50%
              • Latino or Hispanic: 25%
              • Black or African American: 13%
              • Asian: 12%

              Our co-founders, Sylvana Durrett and Luisana Mendoza de Roccia, are Latina. Sylvana is second-generation Mexican-American. Luisana is Venezuelan. She grew up in Caracas and at the age of 12, moved to New York City, where she completed her studies and began her career.

              Executive Coaching

              Our DEI partner Dream Forward Consulting completed executive coaching with our CEO & Co-Founder, President & Co-Founder, Chief Business Development Officer, Chief Customer Officer, Chief Technology Officer, Chief Operating Office, Chief People Officer, and VP of Creative. Coaching ranged from 2 - 4 hours and was customized for the needs of each executive on diversity, equity, and inclusion.

              Internal & External Communications

              We created a DEI calendar of multicultural holidays, awareness days, and other important events. With this as a guide, we acknowledged and celebrated an array of holidays and cultural moments, days and months, internally with our employees and externally with our community, including:

              • Dr. Martin Luther King Jr. Day
              • Black History Month
              • Passover
              • Easter
              • World Down Syndrome Day
              • Autism Awareness
              • Black Maternal Health Week
              • Ramadan
              • Asian American and Pacific Islander Heritage Month
              • Eid
              • Pride
              • Juneteenth
              • Rosh Hashanah
              • International Day of the Girl
              • Indigenius Peoples’ Day
              • Hispanic Heritage Month
              • Dia De Los Muertos
              • National Adoption Day
              • Thanksgiving
              • Diwali
              • Hanukkah
              • Christmas
              • Kwanza

              Below are two examples of how we acknowledged and celebrated these moments internally at our company-wide All Team meeting:

              • For Juneteenth, a group of employees prepared an engaging presentation and conversation on what Juneteenth is and how it was a pivotal moment in history for the Black community & people of color. We also had a company-wide day-off on June 19th for reflection and remembrance.
              • For Pride Month, a group of employees shared important moments in history for the LGTBQIA+ community and how it got our country to where we are today. During this sharing, individual employees at the company who identify as LGBTQIA+ or an ally shared their own personal stories of `What does Pride mean to them?”

              The “Content and Creative” section below provides information on how we acknowledged and celebrated these moments externally.

              In the midst of the rise of hate crimes against the AAPI and Jewish communities, we offered support to our internal team, and shared resources to support these marginalized groups.

              We worked with Dream Forward Consulting to understand when and how we will respond to external DEI events. We clarified specific topics of focus for Maisonette, our desired tone, and our decision-making process to create thoughtful and informed communications. To start, we will focus our external and internal DEI communications on the following topics: human rights, LGBTQIA+ issues, and anti-racism. We aspire for our tone to be informed, welcoming, approachable, trustworthy, and consistent.

              Content & Creative

              We continue to include the experiences of under-represented groups and perspectives at the center of our content and creative.

              Using our new DEI calendar as a guide, we created content to educate, support, and celebrate the range of diversity that exists in our country. We published these stories on our blog and shared them through our social and email channels.

              For Dr. Martin Luther King Jr. Day, we shared a round-up of books for children of all ages to learn about civil rights and Dr. King, and an IG post honoring his legacy.
              For Black History Month, home schooling expert and mom Marketa Howard shared tips on how to teach Black History Month all year long. We suggested virtual exhibits and activities to celebrate Black history as a family, and we featured Black heroes and their contributions throughout history.
              For Passover, we shared a personal perspective from Alexandra Brown on how her non-religious husband fell in love with the Seder ritual, and we shared delicious kid-friendly Passover recipes.
              On World Down Syndrome Day, we featured Elena Fong and her daughter Wynter, who shared a peek into their daily lives.
              For Autism Awareness Month, we shared 4 Important Things to Know About Autism and heard a personal perspective from mom Nicole Gottesmann on raising her autistic son Gabe.
              For Black Maternal Health, we talked to journalist, activist and author Kimberly Seals Allers on the state of Black maternal health, and how we can support a better birthing experience for all women.
              For AAPI Heritage Month, we featured a few of our favorite AAPI-owned brands, and their stories. And shared a round-up of children’s book to read.
              For Pride, we shared DIY crafts to help families and kids celebrate, and a piece written by gay dad Ariel Foxman on why he teaches his son Pride.
              For Juneteenth, we commissioned Black photographers to report on Black Joy through imagery, and shared 6 ways for families to celebrate.
              For Rosh Hashana, dietician and mom Molly Knauer shared her challah bread recipe.
              We gave back to Black Girls Code, an organization dedicated to leveling the playing field for girls of color in tech, and interviewed Nia Asemota, one of its alums, on the power of representation.
              We celebrated Indigenous Peoples’ Day with a blog post, 5 Ways to Honor Indigenous Peoples’ Day as a family, and IG post.
              For Hispanic Heritage Month, we rounded up 10 children’s books that celebrate Latinx culture, and featured a few of our favorite Latinx brands, and their stories.
              We featured chef and author Bricia Lopez who shared her plans for Dia De Los Muertos.
              For Diwali, we asked a few of our favorite brands whose founders celebrate the holiday to share a peek into their family festivities.
              For Hanukkah, Jessica Hendricks shared a peek into her family’s traditions, and chef Leah Keonig shared her recipe for her mother’s legendary rosy red applesauce.
              We also shared first-person stories from a parent of a neurodivergent child, LGBTQ and genderqueer parents, and parents who’ve struggled with loss and mental health.

              We increased the diversity of our creative collaborators as well:

              • For our in-house produced imagery: 48% of the individuals featured were non-white. 40% of the production team on set (photographer, stylist, hair and make-up, etc.) were non-white.
              • For our social channels: Over 50% of the children or families we featured were non-white.
              • For our blog Le Scoop: Of the articles written by contributors, 33% were written by writers identifying as POC. 46% of our commissioned illustrations and photos were from contributors identifying as POC.

              Vendors & Marketplace

              We are committed to diversity in our marketplace, which means supporting POC-owned businesses, with a specific focus on Black-owned businesses, as well as featuring products that celebrate diversity.

              In support of this goal, we conducted a survey with our brand partners in August 2021 to gather information on how the founders and/or CEOs self-identify across many factors. This has helped us understand the diversity of our brand partners today, and provides a baseline for setting future goals. This survey is now a part of our onboarding process for new brand partners so we can continue to gather this data.

              Since launching the survey, ~40% of our brand partners have completed the survey. Below are some highlights:

              • 81% are small businesses with 25 employees or less
              • 80% have a giveback or donation component in place
              • 79% are based in the USA
              • 76% are female led brands
              • 30% are POC led brands

              Further details on POC led brands:

              • Asian (South or East Asian): 13%
              • Hispanic or Latino: 9%
              • Black or African American: 4%
              • Middle Eastern or North African: 3%
              • Native Hawaiian or Pacific Islander: 1%
              • American Indian or Alaskan Native: <1%

              With this information in hand, we are currently focused on:

              • Growing Black-owned or led businesses to 15% of our brand partners
              • Providing ways to shop on our site based on these identifiers
              • Highlighting the stories of these diverse founders/CEOs in our marketing channels

              Additionally, we continue to prioritize the discovery and onboarding of brand partners that feature diversity in their products, in particular in the categories of dolls, games, and books. Below are some of our new brand partners that support this goal.

              Miniland (Launched in June): A collection of racially diverse baby dolls, including Black, Hispanic, Asian and Caucasian, and baby dolls with Down Syndrome.
              Modi Toys (Launched in September): Indian-owned toy brand inspired by South Asian culture and Hindu heritage
              Nutcracker Ballet Gifts (Launched in September): Family-owned business offering a collection of racially diverse Nutcrackers.
              In Kidz (Launched in October): Educational activity boxes that provide tools for families and educators to build culturally aware and kind children

              We set up a process to identify and address products from our brand partners with potential concerns regarding cultural appropriation. For current and new products that have links to a specific culture, we use a set of questions to engage with our brand partners and help all of us understand cultural appropriation versus cultural appreciation.

              • Below are a sampling of those questions:
              • What are the origins of the symbol, name or designs?
              • What is the design intent and how is the brand partner paying homage to the culture or symbols they are representing?
              • Who designed the product and is this person being compensated fairly for their work?

              So far, this new process has lead to:

              • 270 products identified for further investigation
              • 31 brand partners contacted to further discuss the background on products
              • 122 products updated or in progress to be updated to meet our standards
              • 148 products removed from the site

              Current & Upcoming Collaborations:

              In October 2021, we released a pajama collaboration with Petite Plume, featuring the illustrations of Black artist Rashida Coleman Hale
              In February 2022, we will release our second swimwear collaboration featuring the illustrations of Black artist, Elizabeth Rachael, in partnership with Mott50.

              Wrap Up

              We are proud of the progress we made since our first report in January 2021. At the same time, we recognize there are many steps ahead to achieve our goals and look forward to sharing more progress in our next report.

              We greatly value feedback from the community on our DEI efforts. If you'd like to share feedback with us on this report, or anything else, please contact our Customer Care team. Contact details are in the footer of our site.

              Report compiled by Kyle Rush (Chief Technology Officer & DEI Executive Sponsor) in collaboration with our full team.