Why Decha Brooks Makes Every Child the Hero of Their Own Storybook at Enchanted Fairies

Enchanted Fairies, a children’s portrait studio company, has achieved something remarkable under the leadership of CEO Decha Brooks. Brooks has built an enterprise that has grown 341% in revenue between 2021 and 2024 while donating over $3 million to children’s charities. The company now operates 40 studios across 25 states, employs over 200 people, and serves more than 135,000 families annually.

When Business Meets Fairy Tales

Brooks, who became CEO in July 2024, brings more than two decades of executive experience in human resources and organizational development to her role. Her background includes positions with notable organizations such as the Dallas Cowboys and executive education from Harvard Business School. What she brings to the table is her ability to create what she calls a “culture of recognition and excellence”.

“Our mission has always been to create art that speaks life into children,” Brooks explains. “We do not do extensive editing or photoshopping of the children because we want them to embrace their full beauty and know who they are.”

The Magic Behind the Numbers

Brooks’ approach is compelling due to her what she calls the Tri-Leader methodology, which she has formalized in her 2025 book “Tri-Leader: The Coach. The Cheerleader. The Teammate.” This framework combines three distinct leadership roles that emphasize connection over command.

“The Tri-Leader model differs from other leadership models because it does not teach people how to command others; instead, it teaches them how to connect with the team around them,” Brooks notes.

The results speak for themselves. Enchanted Fairies has earned recognition as a Great Place to Work, with 83% of employees reporting it as a great place to work compared to 57% at typical U.S. companies. The company has been named to Fortune’s Best Small and Medium Workplaces in Texas, Best Small and Medium Workplaces in Retail, and 100 Best Small Workplaces for three consecutive years.

Where Profit Meets Purpose

Brooks’ leadership has led to the integration of charitable giving into the core business model. Recent donations include $500,000 in 2024 distributed among organizations such as, Inspiring Children’s Foundation, Base Camp, and St. Jude’s Children’s Hospital. This level of charitable giving represents a significant percentage of the company’s revenue.

“We believe that businesses can successfully integrate charitable giving into their core operations without sacrificing profitability,” Brooks states. “Our model demonstrates that social responsibility and business success are not mutually exclusive propositions.”

The company’s employee recognition programs reflect this strategy. Enchanted Fairies conducts monthly “Starfire” awards where five employees are drawn to receive cash prizes up to $1500.

A Hero in Everyone

“Looking at our growth and the response from families, we see that there is strong demand for businesses that operate with purpose while delivering exceptional experiences,” Brooks concludes. “Our success demonstrates that companies can create value for all stakeholders when they commit to excellence.”

When a child walks into an Enchanted Fairies studio and emerges as the hero of their own story, they carry with them something more valuable than a photograph. They go home with knowledge that they matter, that their dreams are worth celebrating, and that the adults around them are committed to making the world a better place. Perhaps that is the real magic Brooks has created: not just making children feel special, but proving that business itself can be a force for good in a world that desperately needs more heroes.