Local Mom Dazzles, Promotes Confidence in Children

It may seem like glitz and glamour when you enter the doors of  at , but the runways and cameras are there and ready to help children find their confidence.

Marilyn Diggs, a mother and grandmother, decided to start Dazzling Divas as a nod to the girls and young women she serves. Diggs uses her own creativity and a fun, feminine environment to help her customers see themselves as strong and beautiful.

"Our main focus is to teach children self-esteem, teaching them how to feel good about themselves and having fun at the same time," Diggs said. "After the children are finished modeling on the stage, they have so much confidence."

Research backs the concept

Anita Gurian said in her research that the loss of self-esteem in a young female can literally be hazardous to her health.

"Health risks accompany girls' drop in self-esteem due to risky eating habits, depression, and unwanted pregnancy," she writes.

According to data collected by the Dove Campaign for Real Beauty, 92 percent of girls would like to change at least one thing about their appearance. About 72 percent avoid certain activities because they feel insecure about the way they look.

The Dove campaign also found a healthy level of self-esteem is proven to help reduce the risk of depression, eating disorders, substance abuse and promiscuity among teens and preteens.

Opening the store

Dazzling Divas opened in St. Louis Mills in June 2010. 

The store is a dreamland of beautiful costumes, accessories and clothing for girls of all ages and has a cool fashionista vibe.

Diggs offers a theme parties for children. She said the Divas staff often hosts birthday parties and other group events. Parents can choose from three party packages including like full makeovers, party gifts, individual photo shoots, karaoke and runway walking.

"Creating fantasies is our specialty," Diggs said. "For example, we have parties where you can bring your favorite storybook to life, too—Little Red Riding Hood, The Three Little Pigs, Goldie Locks, What Makes a Rainbow and more."

One of Diggs's best customers may be her granddaughter. 

"The store is a great place to have fun," Janiyah Brown said. "I really enjoy strutting the runway and helping with the parties."

Dazzling Divas also began offering classes last fall. Sessions include fashion design, self-esteem and jewelry making. Diggs also sells custom diva wear for parents who like to see their daughters in one-of-a-kind pieces.