brucekluger.com

    Parenting Magazine, June 2004

    Moms of Invention
    Each of these enterprising mothers saw a need and created a product to fill
    it, using their own lives as inspiration.

    By Bruce Kluger and David Tabatsky


    A former advertising executive, Vicki Esralew of
    Chicago decided to switch gears after she became
    a mom. Her brainchild? A software game called
    Jack's House (named after her firstborn), which she
    delivered to vendors from the front seat of her
    Jeep. Ten years later, she now oversees Vickilew
    Inc., a multimillion-dollar business that specializes in
    CD-ROMs, music, and videos.

    Esralew is just one of a new generation of moms
    who are discovering ways to capitalize on their
    newfound—and favorite—talent: parenting. Some
    left jobs for the home front but took their skills with
    them; others were new to the market but used their mom smarts to brainstorm
    products. In the end, all have one thing in common: They love what they do.




    The Diaper Guru

    Mom: Marlene Dunwoody, Macon, GA

    Kids: Aron, 2, and expecting another at press time

    Enterprise: BabyNaturale.com, an online diapering resource that specializes in
    cloth diapers and other natural products and clothes

    How it began: Soon after Aron was born, Dunwoody began to research some facts
    about diapers. Calculating that the average baby goes through 7,500 changes in
    two and a half years, she became sold on the benefits—from economic to
    ecological—of cloth. That's when she launched her site, which offers a full range of
    products and services for cloth devotees.

    Toughest moment: Like most business newcomers, Dunwoody found the early
    going frustrating. "Developing an Internet presence wasn't easy, and I had to find
    appropriate places to advertise," she says. But soon she began to build a customer
    base—by signing up with a company that submitted the name of her website to
    various search engines and by participating in Internet message boards for parents
    who use cloth. "After a couple of months, I began to get repeat customers and
    referrals and the orders started rolling in," says Dunwoody.

    How to find it: Go to www.babynaturale.com or call 877-714-6287.




    Secondhand Steals

    Mom: Brooke Cohen, Weston, FL

    Kids: Jared, 3, and Jamie, 5 months

    Enterprise: BabyBargainsUSA.com, an online shop that specializes in both new
    and used products for babies, children, and pregnant moms

    How it began: "I had a relatively expensive stroller I wanted to sell," says Cohen,
    who used to teach seventh-grade English. "I thought, Wouldn't it be great if there
    was a website just for moms who wanted to buy and sell?" So she wrote up a 70-
    page plan that described the look and function of her online dream in click-by-click
    detail, handed it over to a designer, and her website was born. When sellers log on,
    they list the item they want to sell, name their price, and select a shipping method
    from a list. If someone purchases their item, they ship it to the buyer, who pays in
    full for the sale and the shipping. "I make my money by deducting eighteen percent
    from the sale. The rest of the profit goes to the seller," says Cohen.

    Toughest moment: Just after the site launched, things got harried for Cohen. "I
    was nine months pregnant, the business was brand-new, and I was spending a lot
    of time shipping out many of my own things to buyers—which meant there was a ton
    of boxes piled up in my living room," she says. At the same time, she was wondering
    whether her venture would actually pay off, her friends were questioning the
    wisdom of starting a business with the birth of her second baby just around the
    corner. "In the end, though, I made the right choice—I decided to trust my heart
    instead of listening to others," she says.

    How to find it: Go to www.babybargainsusa.com or e-mail info@babybargainsusa.
    com.




    Toddler Motivators

    Mom: Jill Avery-Zuleeg, Saratoga, CA

    Kids: Tanner, 6, and Autumn, 3

    Enterprise: All By Myself children's video and DVD series

    How it began: "Tanner wasn't quite three when one morning he dashed into my
    bedroom and said, 'Look, Mom, I got dressed all by myself!'" says Avery-Zuleeg.
    Never mind that the outfit was actually on backward—it was one of those landmark
    moments for him and his mom.

    Later, she browsed through a video store for a tape that would reinforce her son's
    emergence into big-kidhood, but she found nothing. So she wrote a script and,
    along with two fellow moms with whom she'd worked previously at Apple Computer,
    Michele Free and Carmela Zamora Robertson, decided to create a video series to
    promote self-motivation. One year later, All By Myself: Getting Dressed had been
    shot, edited, and released at a national trade show. Another video followed the next
    year, and three new ones are scheduled for this year and next.

    Toughest moment: Avery-Zuleeg and her partners got a crash course in juggling
    childcare and work as the cameras rolled on their first video. "We brought our kids
    to the set—one newborn, one four-month-old, and three toddlers. There we were,
    in between takes, hormonally whacked-out and sleep-deprived, trying to shoot a
    film—which, like everything else in our company, we did on our own with no
    experience—and chasing after our toddlers, who were running around the set
    wearing only their underwear." But that's what made it all worthwhile for the trio: "It's
    real, it's mom-made, and it's ours," says Avery-Zuleeg.

    How to find it: Go to www.allbymyself.com or call 866-408-KIDS.




    Precious Gifts

    Mom: Belinda Wasser, Jamaica Plain, MA

    Kids: Emily, 2-and-a-half

    Enterprise: Blueberry Babies, which specializes in presents for mothers, babies,
    and siblings

    How it began: In 2001 Wasser was laid off from her managerial job. With a 3-
    month-old daughter at home, she decided she needed to reevaluate her priorities.
    She drew up a business plan for a mothers-and-children gift company, using her
    management skills and setting her own hours. "I took a class for entrepreneurial
    women and learned how to think like a CEO," she says. "I also hired a business
    coach to help me through the early stages of the venture." Her coach, who had
    formerly been a business executive herself, taught her how to prioritize her goals
    throughout the process. "My problem has always been that I try to do too much,"
    says Wasser. "She recognized that I was a nursing mother who was trying to run a
    business, and her pacing advice was very valuable to me—because, obviously, I
    could no longer judge my stamina according to the standards of my prebaby life."
    The support—and the hard work—paid off: Within a year, Wasser was presiding
    over Blueberry Babies, with a full array of high-end items—including baby
    stationery, gift baskets, clothing, and sterling-silver pacifier clips.

    Toughest moment: For Wasser, the success of her company actually led to one
    of her most difficult decisions: "The business had grown so rapidly, I realized I had
    to move it out of my home." Yet the idea of relocating it was an emotional jolt. "I
    loved tucking Emily into bed at night and going into the Blueberry room to work,"
    Wasser says. After all, spending quality time with her daughter is what prompted
    her to start her own company in the first place. Fortunately, she found a good
    compromise: an office space just a mile away, which allowed her to move freely
    between her work and her family throughout the day.

    How to find it: Go to www.blueberrybabies.com or call 877-258-2379.




    Special Skin Care

    Mom: Lisa Price, Brooklyn, NY

    Kids: Forrest, 8, and Ennis, 6

    Enterprise: Carol's Daughter, which specializes in beauty products for women, with
    a line just for moms and babies

    How it began: "I started making fragrances and creams in my own kitchen, as a
    hobby," recalls Price. "When my first baby, Forrest, was diagnosed with eczema, I
    created a moisturizer I called Honey Pudding. By the time he was two, I realized I'd
    come up with a remedy that actually worked." Concocting other products and calling
    her line Carol's Daughter (in honor of her mom), Price and her husband, Gordon,
    began to sell her wares at local crafts fairs, then moved on to mail-order and online
    outlets and a storefront shop in Brooklyn. In 2002 the story of Price's home-brewed
    elixirs caught the ear of Oprah Winfrey, who invited her onto the show. "That was
    it!" says Price. "After that, my website practically exploded." Price's memoir,
    Success Never Smelled So Sweet: How I Followed My Nose and Found My Passion
    (written with Hilary Beard), hit the bookstores in April 2004.

    Toughest moment: For all the obvious advantages of working out of the home,
    Price notes that there are still those moments when her business's productivity runs
    up against parenting. "Unfortunately, children don't always understand when
    Mommy says she has to get to work," she says. "I'd be busy in the kitchen and I'd
    hear one of them say to the other, 'Mommy doesn't know how to play.'" Those
    words, concludes Price, provided a valuable lesson: "My children taught me how to
    prioritize. Now, when it's five o'clock, I just stop working."

    How to find it: Go to www.carolsdaughter.com or call 877-540-2101.




    Two-Of-A-Kind Clothing

    Mom: Natalie Walker, Palos Verdes Estates, CA

    Kids: Graham, 7, and Nicole, 4

    Enterprise: Aquaswimwear, a line of coordinated Mommy-and-me swimsuits,
    sarongs, and sportswear

    How it began: Formerly a designer for such companies as Speedo and Nautica,
    Walker retired after the birth of her second child, with the intention of devoting more
    time to the home front. "But in 2001 I chaired a fund-raiser for my son's preschool.
    To help them generate some money, I designed swimsuits for little girls," she says.
    Walker raised $6,000 for the school. Her one-time-only fund-raising effort made her
    realize that she missed the creativity of her former career. So within a year, she'd
    developed Aquaswimwear, which soon became a lucrative business.

    One reason for its success may be her postbaby-body-friendly bathing suits, with
    their built-in shelf bras and adjustable straps. As she says, "Not all moms are built
    the samesome have shed all their baby weight, and others are still struggling with
    it."

    Toughest moment: Without a doubt, Christmas 2003 was the craziest time for
    Walker. She was organizing another fund-raiser for her son's school, and there
    were three others scheduled for the following week. Meanwhile, holiday orders for
    Aquaswimwear—including those for last year's popular custom-monogrammed
    mother-daughter baseball tees—were pouring in, so in between filling the orders,
    she was running back and forth to the monogrammer. "One day, my son had a
    friend over who looked around our living room and asked, 'Do you celebrate
    Hanukkah, Christmas, or Kwanza, because there's no Christmas tree here?' That's
    when it hit me that I'd been so busy, I hadn't even remembered to go out and buy a
    tree for our house!"

    How to find it: Go to www.aquaswimwear.com or call 310-544-5559.