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Darling Grey Wins $50,000 in Alabama Launchpad Cycle 1 2025 Consumer Goods Track

BIRMINGHAM, Ala. (May 12, 2025) – Alabama Launchpad, a program of the Economic Development Partnership of Alabama in partnership with Innovate Alabama, has announced Darling Grey as the Consumer Goods Track winner for Cycle 1 2025. The Birmingham-based lifestyle brand, founded by Anna Grace Wesson, will receive $50,000 in non-dilutive funding to accelerate its mission of combining commerce with compassion.  Wesson competed against two other standout finalists: 
  • Herban Soul Café (Birmingham, Alabama) – Creator of Yced Tea, a wellness-forward botanical tea line featuring unique flavors designed to support everyday health. 
  • The World Baseball League (Birmingham, Alabama) – A visionary concept uniting entertainment and accessibility in baseball to foster community connection through sport. 
  Each finalist presented their consumer-driven innovations to a panel of judges with extensive industry experience. Darling Grey’s mission and brand promise stood out, securing the top prize.    Darling Grey is a lifestyle brand rooted in timeless style and purposeful impact. Through fashion-forward products, the company reinvests in the community by supporting women who are survivors of sex trafficking.     “Winning Alabama Launchpad is such a meaningful milestone, not just for me personally, but for everything Darling Grey stands for,” Wesson said. “Alabama Launchpad has given Darling Grey the momentum and resources to expand its reach and deepen its impact. As a young founder, I’m honored to grow this vision in the heart of Birmingham, Alabama. Our mission is to build a brand that gives back, supporting women on their journey out of sex trafficking through reintegration and employment. Being recognized by Launchpad is another confirmation that this vision resonates. We’re building something that reflects a generation craving both style and substance, and this support brings us one step closer to that dream.”    To learn more, visit shopdarlinggrey.com or follow @_darlinggrey on Instagram.    Esteemed judges and community engagement  The finalists pitched to a panel of judges that included: 
  • Pam Cook, corporate director of community and stakeholder engagement, Coca-Cola Bottling Company UNITED Inc.; 
  • Thomas Bernstein, first vice president, UBS Composition Group and advisor of RISE Sports Collective and Collective Retreats; and 
  • Nina McKinney, chief business officer, Oats Overnight. 
  Their insights, drawn from years of experience in brand development, wellness, and stakeholder engagement, were instrumental in selecting a winner aligned with market opportunity and social impact.    “The program was excellent. I really enjoyed the perspectives of my fellow judges and the collaboration,” Cook said. “It wasn’t easy selecting the winner—the finalists all had great enthusiasm and a strong knowledge of their goods. It’s a fantastic opportunity to champion startups that have roots in our state. Darling Grey is a charming apparel line that connects cause marketing to its purpose. Darling Grey will be around for a long time. I’m excited for the public to learn more about it.”    What’s next for Alabama Launchpad  Darling Grey’s win follows last week’s $75,000 award in the Technology Track to ProxyLink, founded by John Walter. Next, the Cycle 1 2025 Life Sciences finalists will compete for $100,000 in non-dilutive funding on Thursday, May 15.    Cycle 1 2025 marks the debut of Alabama Launchpad’s new track-based format, which features three distinct industry competitions, $2,500 in upfront funding for each finalist, and a 12-week mentorship program designed to offer targeted, industry-specific support.    “This new format has helped us provide more meaningful and targeted support,” said Estes Hughes, EDPA vice president of innovation and talent. “Darling Grey embodies what this program is all about—innovation, heart and a bold vision for Alabama’s future.”   

More About Alabama Launchpad

Established in 2006, Alabama Launchpad is Alabama’s most active, early-stage seed fund investor, driving innovation and job growth through startup competitions and ongoing mentoring for Alabama entrepreneurs. Alabama Launchpad is made possible by the generous support from Innovate Alabama, the Alabama Department of Economic and Community Affairs, the Alabama Department of Commerce, Blue Cross and Blue Shield Caring Foundation, Truist Bank, The University of Alabama, Auburn University, The University of Alabama at Birmingham, the Daniel Corporation Foundation. It is the state’s longest running business plan and pitch competition. Over the past 17 years, Alabama Launchpad has invested over $6 million into 121 Alabama startups. The winning startup companies have generated over 1,400 jobs for the state and have a combined post-money valuation of over $1 billion.

More About Our Partner, Innovate Alabama

Innovate Alabama is Alabama’s first statewide public-private partnership focused on entrepreneurship, technology and innovation with a mission to help innovators grow roots here in Alabama. Innovate Alabama was established to implement the initiatives and recommendations set forth in the Alabama Innovation Commission’s report, including smart policy solutions that will create a more resilient, inclusive and robust economy to remain competitive in a 21st-century world. With founding CEO Cynthia Crutchfield leading the charge, Innovate Alabama is also made up of a board of 11 innovation leaders appointed by Gov. Ivey, collaborating across sectors to advance industries, drive technology and facilitate an environment where innovation and entrepreneurship thrive. Learn more about Innovate Alabama at www.innovatealabama.org.

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