1. How did Simple Wishes begin?
As four sisters with children of our own and juggling thriving careers, we have all experienced the excitement and the challenge that surrounds being a new mom. One of those challenges, we quickly discovered, was continuing to provide breast milk to our children after returning to work.
After the birth of her first child Luke, in 2008, and out of frustration with the options available to her, Debra developed the unique design of our Bustier, which makes pumping easier, convenient, and more productive. Debra was able to leverage her sisters’ unique strengths in the areas of apparel production, operations, web design, and sales to make this family business thrive.
Simple Wishes’ products are designed to empower women to not only succeed at breastfeeding but also in the myriad of roles a woman plays in her daily life. We wish to support women to be the best mothers and people they can be.
In the years ahead, Simple Wishes plans to mature into a lifestyle brand, offering the market a range of affordable products that will empower the new mom community and simplify women’s lives through innovation.
2. What is the biggest challenge in being a mom entrepreneur?
Joy: My biggest challenge as a mom entrepreneur is time and prioritization. Since having a baby, it’s like I’ve entered a time-sucking vortex. As an entrepreneur and small business owner I wear a number of hats, and having the ability to effectively manage my time and prioritize tasks is crucial to the success of our business.
Keren: Time.
Lydia: I find the most challenging part of being a mom entrepreneur is maintaining quality in all areas of my life. Simultaneously starting a new business and becoming a new mom really stretched my limits in what I thought I was capable of. It’s been a challenge to find enough energy and time to devote to being an engaged and active mom for my son Owen, an attentive wife, and a solid, contributing business partner—and still find some time for me!
Debra: Allocating time to my personal life and business in a balanced way.
3. What are some of your greatest successes?
Joy: I feel our greatest successes are with the impact we make on the quality of life for mothers using our Bustier. I love getting testimonials and product reviews. They make me feel like we’re making a difference in a small way. From a business perspective, we were thrilled when national retail partners such as Target, A Pea in the Pod, Motherhood, and Amazon picked up our brand.
Keren: Personally, my son. He gives me a sense of pride every day. Professionally, having absorbed so much knowledge throughout my career to contribute in a meaningful way to the start of a new brand, with a great product.
Lydia: Seeing Simple Wishes become a brand that moms can trust for products that will help them navigate the thrilling yet sometimes overwhelming experience of motherhood, has been extremely gratifying. The testimonials we’ve received from customers, friends, and professionals in the field have really validated all that we’re working to accomplish. All the day-to-day work that goes into making a company great feels worthwhile when we hear what people think of our product and we see it succeed in more and more retail locations.
Debra: Being able to launch a business with my best friends (sisters) and enjoy it.
4. How do you maintain a healthy work/life balance?
Joy: I am blessed to have the luxury of working from home. Prior to having a baby, I could lock myself in my office and focus 100%. My husband was never happy about what he referred to as my “tunnel vision.” I have had to learn to shut down the computer, step away from the phone, and spend time connecting with my husband and baby. We only have one life to live and that last phone call can wait until tomorrow.
Keren: Sleep less! I try to spend my evenings enjoying my son and husband. I generally begin working on Simple Wishes’ projects after Logan is in bed. Eric is a huge help on the weekends. One day is reserved for family activities and one for work. While there is a lot of work that goes into starting a business, respecting the time that is dedicated to family is important.
Lydia: I’ve been able to maintain a healthy work/life balance largely due to the fact that I get to work from my home and have flexibility in my work hours. My days are packed, but within them I find time to devote to Simple Wishes without missing out on activities with Owen. The evenings and weekends are pretty much reserved for family and friends. I can’t say I do a perfect job of keeping a healthy balance in my life but I’m constantly trying to do my best and make changes as I go, in areas where I see there could be improvement.
Debra: My family is my top priority. I have to keep myself very organized to ensure I always have time for them and the business.
5. What tips can you offer to other busy mom entrepreneurs?
Joy: Hire people who are experts in areas you may be lacking. I am lucky to have three sisters who have diverse backgrounds as business partners. We have been able to handle the majority of the day-to-day operations of the business but we also know when to bring an expert in—such as Web Design and Brand Development.
Keren: Be reasonable in your goals to avoid disappointment. Learn from your mistakes and celebrate each and every one of your victories.
Debra: Welcome feedback from customers, business partners, media, etc. It will help keep your business as good as it can be.
6. Why do you think women are good entrepreneurs?
Joy: Women are great entrepreneurs because we are community-driven and relationship-oriented. One of the facets of a successful business is the strength of the relationships you develop and nurture.
Keren: Women are great at recognizing a need and acting on it. This is a product of our natural ability to nurture.
Lydia: I think women tend to communicate effectively, focusing on how to create solutions that work for the group, which is critical when starting a new business. I would say one of our strengths at Simple Wishes is the communication that takes place between the four of us.
Debra: We know how to juggle 50 balls at once.