Mom Entrepreneur: Raegan Moya-Jones
Business: Aden & Anais, Inc.
Aden & Anais, Inc. created a new market segment in the US baby industry by introducing muslin wraps into the country. We have now increased our range to include towels and washcloths, burp cloths and bibs, sleeping bags, dream blankets and an organic range.
What inspired you start your business?
When I had my first daughter Anais, in November 2003, I went looking for muslin wraps and they did not exist here in the US. In Australia they are as common and essential to a new mother as diapers. Muslin was the only thing I wanted to swaddle Anais in and I felt that all Australian mums could not be wrong. I knew that as soon as American mums experienced the product they would be fans too. So I decided to start manufacturing them myself.
How long have you been in business?
We incorporated in 2004 and sold the product into our first retail store in June 2006
What did you do in your past work life?
I was the Vice President of Business Development for CFO Research at the Economist Group.
What have been some of your major successes?
We are in more than 1300 boutiques in the US and over 14 countries and have only been on the market 2 1/2 years. All of which has occurred due to word of mouth with mothers. aden + anais has never advertised our product.
What have been some of your major challenges?
Trying to establish lines of credit as we grew so quickly and no bank would really look at us because we had not been in business 2 years. The ongoing issue of cashflow and working capital.
On those impossible days, what motivates you to keep going?
My three daughters and the fact that mothers email me on a daily basis to tell me how much they love the product and to thank me for introducing it to the US.
Do you have a motivational quote?
“Leap, and the net will appear.” By John Burroughs
What is your balancing secret in managing a business and family?
4 hours of sleep a night
If there was one piece of advice you could give to your children about running a successful business, what would it be?
Always be open to what other people have to say but be true to what you believe. Your initial instinct is usually correct, so trust in it. Do not be swayed by what others tell you, believe in yourself.
Do you have a favorite business tool and/or resource?
Great people. You can not have a successful business without surrounding yourself with smart, motivated and talented people. Know what you don’t know and be ok with the fact that those around you know more about certain areas of the business than you do.
What is next for your business?
We were a product before we were a brand. We are now focusing on building the brand name and will begin to actively market our company in addition to our products. We are completely focused on remaining the market leader and will do so by continuing to offer superior muslin products at great prices.
Your two cents sales pitch?
We are the original muslin company. The company exists because I am so passionate about using muslin to swaddle babies. It is my genuine belief in the products that we sell that makes us stand out above others. I started aden + anais because I believe that muslin is the only thing a baby should ever be swaddled in. We offer high quality multi-use muslin products at great prices and we believe that we do it better than anyone else in the marketplace.
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