The company just happens to be headquartered here in Cincinnati, and the CEO's daughter is transgender. Cincinnati also has a ground breaking program within it's Children's Hospital for trans kids.
It turns out the CEO is stepping up to help other transgender families. From Cincinnati.Com:
"Chris and Jessica Cicchinelli never thought they'd find themselves at the transgender clinic at Cincinnati Children's Hospital Medical Center.
It was scary, but they found it a place that was safe and helpful as they accepted their child was a girl.
So the CEO of Pure Romance and his wife are putting their personal money, love and his business savvy into a new endeavor to make sure every family like them has the help they need.
This weekend the Cicchinellis are launching Living with Change: The LC Foundation, a foundation that will train teachers and other educators and provide financial support to the Adolescent and Transition Medicine Clinic at Children's".
"As a family we've gone through it," Chris Cicchinelli said. "We didn't have a lot of information. We needed answers, and there was no book. Now we can give people a guide."
Isn't that great! For more on Pure Romance, follow the link above.