For the more traditional mobile buyer—the 20-something male—Moore and Montgomery have found a different angle that works to their advantage: Those customers think they're cool.
"It can be absolutely adorable," Moore says. "The high school or college-age guy will ask, 'Do you have a son? If not, can I be your son?' It doesn't matter how many tattoos or rings in their noses or whatever, they're very respectful. I can be the hip mom."
"I have a unique perspective because I was their teacher first," says Montgomery. "Most knew me from teaching, so I had an edge you wouldn't have otherwise. And now my son is a teenager. My experience is not going to be traditional."