We had the chance to chat with Jennifer Haymes, the founder of Tweenit Magazine - a publication that provides space for tweens to feel seen, heard, and celebrated—something Jennifer knows firsthand is so needed during this “in-between” stage.

In our conversation, Jennifer shares what inspired her to create the magazine, the challenges tweens face today, and simple ways parents can help their kids feel confident and connected.

1. Can you tell us a little about yourself and what led you to start Tweenit Magazine?  

 My background is actually in finance, and I worked in that field for many years. The idea for Tweenit Magazine was inspired by my youngest daughter. My daughters are about five years apart, and when my youngest was around 10, she always wanted to read her older sister’s magazines — but they weren’t really age-appropriate. At the same time, she felt she was too old for coloring books. That’s when I realized there was a gap for kids her age and decided to create something just for her and kids like her — and that’s how Tweenit was born.

2. What made you feel like a magazine just for tweens was needed?

I’ve always called tweens ‘the forgotten bunch’ — they’re not little kids anymore, but they’re not quite teens either. I wanted to create something just for them, a space where they feel seen, celebrated, and inspired.

3. Tweens are in such a tricky “in-between” stage—what do you think they need most right now? 

I think tweens really need a space where they feel heard and understood. It’s such a tricky in-between stage — they’re figuring out who they are, what they like, and where they fit in. I wanted to give them something positive, fun, and empowering that speaks to them directly and reminds them that this stage of life is special, not awkward.

4. What are some of the biggest challenges you see tweens -specifically tween girls - facing today, and how do you try to support them through the magazine?

One of the biggest challenges I see tweens facing — both girls and boys — is figuring out their identity and feeling confident in who they are. Social media, peer pressure, and even school can make that tough sometimes. Through Tweenit, we try to create a positive space that celebrates who they are right now. We feature real tweens doing amazing things, talk about topics they care about, and encourage self-expression so they know it’s okay to be themselves.

5. How do you decide what to cover in each issue, and what’s been a favorite story or feature so far?

It’s honestly so hard to choose! I usually pick topics straight from my heart — I think about what would have mattered most to my own kids when they were tweens. I want every issue to be something they’d be excited to read. One of my favorite features so far was highlighting a tween who started her own small business — it was so inspiring to see someone so young chase their dreams, and I know it inspired our readers too.

6. Parents sometimes feel a little lost during this stage—what advice would you give them for connecting with their tween?

There’s no perfect map for parenting a tween — every child is different. My biggest advice is simply to love them and be present. Listen to them, even when they don’t say much, and create space where they feel safe to share. Sometimes it’s less about having all the answers and more about just showing up and letting them know you’re there for them no matter what.

7. Confidence is such a big topic at this age. What are some simple ways parents can help their children feel good about themselves?

One of the simplest and most powerful things parents can do is remind their kids that it’s okay to just be themselves. Celebrate what makes them unique — their quirks, their interests, their personality. Encourage them to try new things, praise their effort more than just the outcome, and model self-confidence yourself. Kids learn so much by watching us.

8. What do you hope tweens (and their parents) take away from Tweenit?

My biggest hope is that tweens feel seen, heard, and celebrated when they read Tweenit. I want them to know this stage of life is special — not something to rush through. And for parents, I hope it gives them a window into their child’s world and helps spark conversations, laughter, and connection.

Jennifer’s perspective is a wonderful reminder that tweens deserve a space that’s just for them—fun, inspiring, and confidence-boosting. Want to explore more? Visit Tweenit Magazine to dive into their latest issues.