Meet the Founder of The Friendship Factory | Julie Crorey - Birmingham Bloomfield Hills Moms

Glitter, Glam and all things sparkly and girly, that’s the day in the life of Julie Crorey, Founder of The Friendship Factory. She’s created a space for girls that promote creativity and kindness. Everything from the Glitter Garage, to Taylor Swift Night to Girls Glam, she has thought of everything to make it a magical space for your girls. Thank you so much for sharing and can’t wait to share tell your story and share the incredible space you’ve created for our girls!


You’re the founder of the Friendship Factory here in Michigan, which is incredible. Tell us a little bit about this amazing place you have created for our kids.

Our goal from the start was to create the ultimate destination for girls that promoted creativity and kindness.  We want every guest that walks through our doors to feel special!  That is why we created different areas for the celebrations, The Craft studio for crafty/creative girls, The Glitter Garage for glam girls and the ultimate VIP Lounge for the singing/dancing pop stars! Not only are we home to the BEST birthday parties in town, but we also host amazing events and camps.  As our signage says…learn, celebrate, create, and shop!  Our in-house boutique has everything that girls and moms love from the hottest brands including Lola and the Boys, iScream, Hannah Banana, Stella Cove, Petite & Pretty, Malibu Sugar, Dope Slime and Barbie…. just to name a few! 

You have an incredible background of a career, you must tell us about it and what made you decide to leave and start The Friendship Factory?

I was blessed with an amazing media career for 30 years, spending the last 17 at Fox Broadcasting as Vice President.  I was lucky enough to attend events like the Super Bowl, World Series and Emmy Awards.  Even better I was able to share amazing experiences with my girls visiting L.A. for events like American Idol Finale and Teen Choice Awards.  The Friendship Factory started 10 years ago and during this time I worked at Fox while working on the family business, including many flights to Philadelphia for QVC appearances presenting our award-winning toy products, and attending trade shows like the NY Toy Fair.  As the business grew it was no longer feasible to do both.  My heart and soul is at The Friendship Factory and I am so looking forward to the next chapter fully devoted to the business I love. 

What was your idea behind the Friendship Factory? I love how it really empowers girls!

It all started with my dad’s toy inventions.  While my parents were babysitting my girls were teaching papa how to make friendship bracelets.  He watched the girls struggle and decided there had to be a better way.  After inventing My Friendship Bracelet Maker, he went on to invent many other craft toys that we use at The Friendship Factory today.  A couple years into the Toy Industry, I decided we need to create a destination using these craft toys.  Having two young girls I knew there was a need for a place specifically dedicated to this group, promoting friendship and creativity, while empowering the next generation.  I set out to empower the girls we serve but the magical part is that we empowered the 40+ amazing staff, or as we say, “Sparkle Squad”, who in turn mentor and empower every girl that visits The Friendship Factory. 

What’s your favorite thing about your job? 

Everything!  When I ask a birthday girl at the end of a party, “What was your favorite part?” I often get the answer “Everything!”.  I tell them, that’s my favorite answer!!!  It’s true when you ask me this question the answer is an enthusiastic, everything!  I love working with the staff, where we have so much fun that they tell me it does not feel like work.  I love creating new themes, activities, camps, and events.  We challenge ourselves to keep things fresh and keep up with the latest trends, all skills that I learned during my career.  I love purchasing product and working with the moms to get ideas on product lines.  I love that I can work on the business (franchising, marketing, social media, trademarks, etc.) with some of my lifelong friends.   Most of all I love the hugs that I get from the girls and the feedback I receive including two of my favorites “This is better than Disney World” (many times) and “thank you for inventing The Friendship Factory, my life would not be the same without it”.  

What are some of the events and activities moms (and their kids) can look forward to this year at the Friendship Factory? 

We have our traditional events and camps this year (that will be now the 5th annual!) Galantine’s Day, Mother’s Day, Daddy Daughter Dance, Craft Camp, Science Camp, Glam Camp, Halloween Party, Friendsgiving and Dolly and Me Christmas PJ party.   While these are longstanding events, each year we must outdo the last and create exciting themes and activities surrounding them.  In addition to this we will also host several new events including our Pre-teen Series that kicks off this week with Taylor Swift themed candle making and giant personalized friendship bracelet.  We are also very excited to be introducing new craft toys under The Friendship Factory brand that will be added to our party activity assortment.

Tell us a fun fact about you?

When I finished sixth grade, on the first day of summer I asked my best friend, “what are we going to do this summer”.  Together we came up with something we called, “Summer Fun” …which was basically The Friendship Factory in my parent’s garage that they generously let us use.  This was a hit and continued every year until I went into my sophomore year.  When people asked me when the business started, I often think…a long time ago! It has been my dream since childhood, and my heart is filled with joy every time that I step through the door, knowing it has become a reality.  So, my message is never give up on your dreams…stay true to your authentic self and watch the magic happen! 

What are you looking forward to this summer?

Any fun travel or adventures planned with your family?  Last summer we had the family vacation of a lifetime, visiting Italy from Rome to the Amalfi Coast.  Something on my bucket list to share with my girls.  The funny thing is that anyone who knows me, knows I tend to do things last minute.  This trip was planned in a three-week window and couldn’t have been more perfect!  Try as I might, with the business of life I can’t seem to plan far ahead…but you do have me thinking…what will our next adventure be this summer?!?

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Contact Information 

Rochester Hills
1659 West Hamlin Road, Suite D
Rochester Hills, Michigan 48309


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The Mall at Partridge Creek
17240 Hall Road, Unit 124
Clinton Township, Michigan 48038


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West Bloomfield (Now Open)
4783 Haggerty Road
West Bloomfield, Michigan 48323

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