Thursday, January 17, 2008

Do It Herself

The home-improvement industry has always been a no-woman's land known for its drab aisles lined with nail bins and mysterious steel objects whose purpose was understood only by grunting guys in flannel shirts. Now it is going designer pink. Companies such as Tomboy Tools, Barbara K Enterprises and Girlgear Industries are offering the female do-it-yourselfer fabulous pink hammers and saws in stores and on the Web. These items usually fit snugly inside a smart satchel of the same hue, the tool box as it might be interpreted by Sarah Jessica Parker. Tomboy Trades, a Canadian concern, has also recently introduced adorable pink work boots; they also come in stylish, but less assertively girly, red, blue and green. Pink or blue, these boots are made for workin'.


There has been an explosion of womantargeted self-help books, videos, radio shows (including one called "A Repair to Remember"), TV spots and home-improvement Web sites. Some sites—including bejane.com and toolgirl.com—are specifically for women, while others offer female-friendly links and columns. Home Depot has introduced "Do It Herself" clinics for women interested in learning how to use a stud finder; the classes are evidently a success since, as NPR has reported, in some locales the store is becoming known as a hot singles spot. Even schoolgirls are joining the revolution. The Girl Scouts now offer a Ms. Fix-It badge for members eager to learn how to rewire a lamp or fix a leaky toilet, and an outfit called Vermont Work for Women has introduced a summer program called Rosie's (as in Rosie the Riveter) Girls promising "hands on instruction in the skilled trades."

Read the rest of Kay Hymowitz's article here.

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