Loading... Just a second... February 17th, 2010
THEIR OWN SHOW
4 successful children’s businesses share their stories
Does the idea of running your own business seem to good to be true? Calling all the shots? Being home with your kids?
We spoke with 4 of our favorite go-to companies; the label connoisseurs over at Mabel’s Labels, the stylish know-it-all of kids fashion at Milkshop.com, the insanely talented duo behind Serena & Lily and the chicest woman keeping our kids warm all winter in 7am enfant, to get the skinny on how they roll.
And, while each of these brands offer very different and distinct products, there were some common trends that did seem to emerge. According to entrepreneur extraordinaire, Beth Schoenfeldt, co-founder of a unique member based entrepreneurs agency, Collective-E, “These women clearly work very hard on their successful business, but they have more control over their lives… Most of them have children, they might work late into the night or take time off when they need it, but ultimately they are running their own show and that feels great”
“Many of these businesses, as is the case with many mom or baby/children focused businesses are created by identifying a niche in the market that comes from being a mother or a consumer of mommy products. Each company fills a different need that is clearly identified. If you are thinking of launching a business pay attention to what you need and can’t find, this is a great place to start.”
We asked these amazing, celebrity-loved brands some burning questions:
MABELS LABELS (answered by Julie Cole, one of the four partners)
• How long have you been in business?
We launched seven years ago after having spent a fair amount of time researching materials and planning.
• How did you come up with the name of your company?
Sadly, there is not really a good story behind this name. We knew that we wanted a company character that could be personified, and we also wanted to have a name that was easily recognized, relevant to our product and memorable. Along came the idea “Mabel’s Labels” with our cool little logo girl, Mabel herself!
• What is your favorite part about being a business owner? Your least favorite?
It is extremely exciting and fulfilling to be a part of something that you have started, nurtured and grown. Around every corner there is new excitement and that keeps us all inspired and looking forward to new innovative ideas and products for our business. In a practical sense, being a business owner has given us more flexible lifestyles so that we have been better able to juggle our work and family lives. I don’t think I have a least favorite part. I suppose there were a few surprises. For example, you think it will be great not having a boss. But with your own business you are accountable to your business partners, staff, suppliers, customers, etc. It’s like having a whole bunch of bosses instead of just one!
• What is your most productive time of day? And what is the most challenging?
For me, it’s not so much about time of day as it is about location. I work at the office three days a week and at home for two days a week. When I’m in my office and away from the distractions my children provide, I am an absolute machine. I can get so much done in what seems like such a short amount of time. When I work from home, it seems to take twice as long to get the same amount of work done. As a result, I am very productive in the evenings once my children are all in bed. I work late into the night on most nights.
• Did you always have an entrepreneurial spirit?
Each of the four Mabel partners would have a different answer to this since we all have different levels of entrepreneurial spirit. For me it was more a matter of having a good idea combined with the timing of what was happening in my life. That is what inspired me to start a business. One of my business partners is extremely entrepreneurial – for her it is a talent and she has vision and instincts that sometimes seem a bit foreign to me. For me, running a business has been more of a learned skill, not an innate one as it is with that business partner. However, having now started a business I don’t think any of the four of us can imagine not being entrepreneurs.
• Excluding yours, what company or business do you just love?
Being the mother of six small children and having a children’s product, I am absolutely gob-smacked at all the amazing products and businesses I have been exposed to – particularly children’s products. On a corporate level, we do turn to some businesses as mentors. One example would be Zappos.com. One of my business partners recently attended a Zappos Insights Live conference. It was important for us to attend because we value and strive to create an amazing corporate culture
• Any tips for those who have thought, “I wish I thought of that?”
There are plenty of ideas buried in that brain of yours! Think about our product – really, so simple and practical. As you go through your day pay attention to what you are using and doing. Is there something that would make it better? Is there an existing product that is seriously flawed that you can improve on? A good idea is always around the corner, be patient and question everything
MILKSHOP.COM (answered by Stephanie Steinman, owner)
• How long have you been in business?
We’ve been in business for almost 4 years…and I still love what I do every day!
• How did you come up with the name of your company?
Coming up with the name was a bit more difficult than I had planned on. I wanted a name that was cool and kid-friendly—but wasn’t too ‘cutesy’ or ‘juvenile’. Of course, since we’re a website, I also needed a name that was easy to say and even easier to spell There was just something about MilkShop that sounded very wholesome and good…yet chic and decadent at the same time.
• What is your favorite part about being a business owner? Your least favorite?
My favorite part has to be the endless possibilities of where this company can go in the future. Watching something you’ve created grow and thrive is SO cool!! My least favorite part is knowing that at the end of the day it’s all on you…if things go wrong you’ve got to be the one to stay and ‘make it right’. Plus I’m a total perfectionist and control-freak, so I tend to want to do every little task myself.
• What is your most productive time of day? And what is the most challenging?
While I’ll confess I am not a morning person, my most productive time of day is definitely when I first get into the office. I usually have a mile-long list of things I need to do and I love to just power through them and check them off one-by-one (did I mention I’m not a morning person!).
The most challenging time of day, for me, is knowing when to “call it quits”. Long hours at the computer can be tough. It could be pouring rain or the most beautiful day, but I’d never know it because I’m too obsessed with the screen in front of me. Thankfully I live in Los Angeles so I always tell myself that the sunshine will still be there tomorrow.
• Did you always have an entrepreneurial spirit?
Oh yes! When I was younger my ‘lemonade stand’ was anything but typical! I had to have the fanciest cups, the sweetest lemonade and the flashiest sign…some things never change.
• Excluding yours, what company or business do you just love?
I’m a huge fan of Sprinkles cupcakes. Besides the fact that cupcakes are one of my favorite food groups, from a business standpoint (flavors, packaging, presentation, branding) I think they’ve created something really special.
• Any tips for those who have thought, “I wish I thought of that?”
Someone once said to me “If you do things the standard way, you’ll always be standard”…If you’ve got a great idea, take a leap of faith, and make it happen!
7 AM ENFANT (answered by Rebecca Campora, owner)
• How long have you been in business?
Since 2002. My 2nd daughter was cold when we moved to New York, I was desperate to work, as I am a fashion designer, it came easily, fast and spontaneously.
• How did you come up with the name of your company?
The name 7 A.M. had been created in Paris before me moved. Quite honestly, no one knows why except for me. And I have never divulged it. However, one of the reasons is that it is the beginning of the day, beginning means a start, a birth, a hope, a very positive concept in opposite to afternoon or evening a time of the day when things, tasks tend to end and be closed. As well the beginning of the day is seen as an essence, a warm family moment, at home, the base (foundation) base (place) base (substance, main important element and ingredient to which things are added) the base of the day, base of life.
• What is your favorite part about being a business owner? Your least favorite?
My Favorite? independence, satisfactions due to success. My least? The lack of time in general for everything due to the overwhelming number of tasks it involves.
• What is your most productive time of day?
The most productive and most satisfying time of the day is when things work with harmony, it is sporadic and can go from factories good operation to a very happy buyer who sends a thank you letter.
And what is the most challenging?
Giving a deep sense to this adventure. More realistically: answering to all the emails. Seriously: everything is a challenge, there is no one simple thing when you want to do it right with passion, logic and sincerity. Few mistakes are allowed to make it function the way it is necessary to be and the way I like.
• Did you always have an entrepreneurial spirit?
Yes, this need of being useful and constructive has always been with me.
• Excluding yours, what company or business do you just love?
I don’t “love” companies or businesses, I admire and really like some companies or their founders. I can say that I love art, every form of art, because they set the trends and movements and come from very unique people. Although a large part of the complete artistic process has a very entrepreneurial approach given the fact that in order to make known an artist from the public, very strong commercial and marketing actions have to take place. In fashion I like for instance Comme des Garçons. For the rest in general everyone who had an inventive, not repetitive, useful idea that combines esthetic and has been able to commercialize it, I think deserves recognition. Google is brilliant, very abstract concept and technology, but I think it is fantastic and revolutionary.
SERENA & LILY (answered by Serena Dugan, co-owner)
• How long have you been in business?
Almost 5 1/2 years.
• How did you come up with the name of your company?
After thinking and thinking and thinking about clever names, a friend (who’s a brand strategist) said “you two have good names — how about Serena and Lily?”. We floated it, people liked it, so we went with it.
• What is your favorite part about being a business owner? Your least favorite?
Assembling a team of people who all believe so strongly in what we’re doing. they’re like an extended family and I’m proud of the family we’ve built. Least favorite: problems with management, I.e. an employee not working out, because we do get so personally involved.
• What is your most productive time of day? And what is the most challenging?
Unfortunately, it’s staying late in the evening after people go home. Daytimes are challenging — we’re all running around needing answers from one another so this is not good creative time for me.
• Did you always have an entrepreneurial spirit?
Yes. Being a creative person, I’m a creator — this is, I like to make things (or businesses) that are new. That’s exciting to me.
• Excluding yours, what company or business do you just love?
Small, creative product companies. I love Billy Reid, a fashion/apparel company, for their wit and sensibility, and unique retail presence.
• Any tips for those moms who have a great idea and want to start their own business?
Have plenty of capital behind you so you can build something true to your vision.
- GABBY REECE
Model, Athlete and Mother to Bela, 14, Reece, 5, and Brody 1 (and a half)... - KELLY RUTHERFORD
Actress and mom to Hermes, 3 ½, Daughter Helena age 1 ½... - YOU INSPIRE ME
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