#SWAAYthenarrative

These 6 Women-Founded Businesses Are Revolutionizing Parenting

Business

Mom knows best, right? In the world of parenting, most definitely! These women have created six groundbreaking businesses that are making lives easier for parents all over the world.


Little Spoon

Little Spoon believes your baby’s food should never be older than your baby. Makes perfect sense, but in reality the shelf-stable baby food that we get at the store is much older than the food that we’re giving our littles should be. Enter Little Spoon, the company that’s rapidly revolutionizing the baby food category. Their vision is to bring nutritious meals and snacks to babies and children everywhere through a convenient, direct-to-consumer subscription model.

Cofounder Michelle Muller states: "Having had three kids before 30, I know how hard it is to feed our babies healthy options without spending hours in the kitchen. Little Spoon will provide an alternative for new parents in 2017 by optimizing the health of your baby, but also leaving a lasting impact on your baby’s cognitive development, including their motor and speech skills, sense of smell, taste palette and general eating habits. Being a parent is hard enough. The one thing no parent should be asked to do is compromise the health of their child. With Little Spoon, parents now have the benefit of feeding their kids the freshest and healthiest food without taking precious time out of their day.”

Sawyer

Until recently, scheduling classes for your little one was just as challenging as doing your taxes. Booking things like baby yoga, art classes, and math tutoring was handled by a multiplicity of providers, requiring individual scheduling through phone calls (who has the time?) and paying by check (any idea where you last saw your checkbook?) Sawyer provides the solution for that dilemma; it is an online marketplace for parents to discover, book and manage local classes, camps, and activities for their toddlers.

"Sawyer has reimagined the way parents can access education by bringing all of the education providers online. Gone are the days of listservs, word-of-mouth marketing and checkbooks. Now, parents can easily discover, book and manage their child's next educational adventure through our seamless user-friendly platform!" - Marissa Alden, cofounder

Marissa Alden

Stork Bag

When a friend or relative announces they’re having a baby, we jump to find the perfect gift. Finally, there’s a company that focuses on expectant moms and meeting their needs while pregnant. The Stork Bag is a reusable subscription bag (think BirchBox but for moms-to-be) curated to each contain 8-12 products to meet your trimester and postpartum needs. Once the expectant mom uses the goodies in the bag, she can continue to use said bag! Unlike other pregnancy subscription services on the market, all products in the Stork Bag are OBGYN-approved.

"The Stork Bag is revolutionizing parenting by redirecting the attention back on the expectant mother when it comes to prenatal gifting. We believe that more focus should be given to pampering moms during pregnancy, which is why we've enhanced the pregnancy shopping experience by creating trimester-specific, reusable care packages, " explains cofounder Ericka Perry.

Ericka Perry

Gugu Guru

Preparing for your baby has never been so easy! Gugu Guru is the customized baby registry website that uses style quizzes to curate a baby registry based on a parent's personal style and lifestyle. It is a game-changer for parents because no longer do they have to sift through 10,000 bottles, strollers and cribs, but can just take our style quizzes. After they do so, we suggest items based on their house, personal style, and car choices, among others. They are then able to find products that are custom-tailored to suit your tastes and living situation.

“Gugu Guru is revolutionizing parenting because the site is innovating the baby registry and overall product-selection experience, in a way that nobody has before. Parents can now cut through the noise and discover the best products for their families from across the web, in a way that is intuitive and fun, and not overwhelming,” says cofounder Monica Banks.

Monica Banks

Hawk + Sloane

When your kid goes to the bathroom, do you even want to know? How about when the monsters come out of the closet as soon as you turn the lights out? Hawk + Sloane is an innovative company that has curated sprays for your littles to solve everyday problems.

Co-founders Candice Crawford Romo and Hollie Siglin state, "These days, parents are constantly on the go and many of them are tackling numerous responsibilities in a day. Each of our sprays were created for their own unique purpose, but all with the common goal of making parenthood a bit easier.

For example, Soothie Spray is an irritated-skin spray made with micronized silver. It works wonders and you get to avoid getting thick cream all over your hands. Many of our sprays are formulated with essential oils and they are all in travel-sized bottles, so you can easily throw them in your purse or carry-on. As parents ourselves, we are all for anything that helps make parenting easier!"

Candice Crawford Romo and Hollie Siglin

Daily Harvest

Once you become a parent, constantly preparing healthy meals for yourself and your family can be a challenge, with all the responsibilities you juggle in between. Daily Harvest solves these problems; it’s a subscription-based service that delivers clean superfoods that are ready in seconds. You'll never need to wonder what you’re making for a meal again, removing the unnecessary stress from our already exhausted mom-brains.

Daily Harvest

"As a New Yorker and a working mom, my mornings are filled with pure chaos and I know the last thing any parent wants to think about is chopping, prepping and dicing fruits and veggies! Daily Harvest was constructed on the premise that convenience doesn't have to mean compromise. We want healthy eating to be a no-brainer. That's why we introduced a health hack for parents, offering perfectly portioned, ready-to-heat soups and ready-to-blend smoothies, all filled with balanced, organic vegetables and fruits. Our mission is to provide parents with 'superfoods, super fast.' This is revolutionary for parents who want to put both their and their children's health first," describes founder Rachel Drori.

5 Min Read
Self

The Psychological Power Of Clothes

She walks into a room ready for her presentation. She wants to land this new client and has worked weeks on it. She heads to the 35th floor of the tallest building on the block knowing she has documentation that is sure to impress. The conference room has a 20-foot long table surrounded by executives in blue suits, button-down shirts, pencil skirts, and blazers.

At this point, she realizes she didn't take into consideration the other important component of her presentation... she is not dressed appropriately.

Is it true that there is power in clothing? Can an incredible outfit increase your confidence and add validity to your brand? Will you perform your job better or feel more empowered? Will first impressions of you be more positive?

For me, the answer is a resounding yes. I believe that clothing can greatly impact first impressions and make a lasting impact on anyone you interact with. Like it or not, people will judge you on how you look and they will make both conscious and subconscious decisions about you based on what you're wearing… Is she trustworthy? Is she the expert we need? Will she fit in our corporate culture?

Can an incredible outfit increase your confidence and add validity to your brand? Will you perform your job better or feel more empowered? Will first impressions of you be more positive? For me, the answer is a resounding yes.

After all, if you were hiring a financial advisor, and one walked in with a pair of jeans and the other in a pair of trousers and blazer, who would you trust with your money? Even if you don't realize what you're doing when you interact with people, there may be more going on beneath the surface. It's something to think about for sure.

Here's another example, let's say you want to hire a party planner for an event. You meet with the first candidate, and she is wearing a wrinkled shirt and her fingernails are chipping and half-painted. Whereas candidate number two walks in and has on a pencil skirt, pumps, and silk blouse. Who do you think would pay more attention to the details associated with your party?

In 2019, WWD wrote about the psychological effects clothing has on a person:

It is said that clothing is what makes and defines a person. What you wear tells others what you are and makes a statement about your taste, character and individuality. It gives an insight into your nature, whether you are casual or formal, playful or serious, cool or just composed. Whether you are attending a job interview, out on a date or just strutting by the beach, your apparel tells us so much about you at a simple glance.

We know that it takes 5-7 seconds for a person to subconsciously form an opinion about you. Our eyes take in how you look; after all, what you're wearing will influence how you are perceived. How do you want to be perceived to your audience, your clients, and in your working industry?

How do you want to be perceived to your audience, your clients, and in your working industry?

And it goes way beyond the external. There is scientific data that shows how an individual feels differently when dressed in a variety of styles. In an article from Research Gate, they found that, "Fashion choices can affect both self-image, the impression that you convey to others and in turn, the way in which people behave towards you."

Have you ever heard of the term "enclothed cognition"? It refers to the phenomenon in which people tend to adopt the traits and properties they associate with the clothes they wear. In a study on the psychology of clothing, that same article as above reports that, "Participants judged women to be more forceful in job interviews and were more likely to recommend them for hiring when they were dressed in a more masculine style compared with a more feminine style," and that "Both men and women are attracted to stylish clothing that fits them well, makes them feel well-dressed and looks current."

On some level, we may all agree with that statement.

Naturally, as a personal stylist, I am a true believer in the power of clothes. I have seen my clients' exhilaration as they take in their transformation, brought about by an outfit, a new style, and clothes that look incredible on them. I have also witnessed physical changes like their facial expressions, huge smiles, laughter, sparkling eyes, and even a change in the way they walk. It's almost like there has been a shift in attitude toward their inner beauty, which has increased because they feel and look amazing and confident.

Although most of us are no longer strutting our way to the boardroom, the psycholigcal power of clothing is still necessary and relevant, especially now that we're confined to our home offices. Most of us are on virtual calls or live streaming from our computer, and it's easy to not prep as much for your "waist-up" meetings. But, like it or not, you should look on-brand, and put together clothes that are relevant for your industry. Not only will your peers perceieve you as more professional and more put-together, but I am sure you will also feel better, be more alert, and have more energy.

Most of us are on virtual calls or live streaming from our computer, and it's easy to not prep as much for your "waist-up" meetings. But, like it or not, you should look on-brand, and put together clothes that are relevant for your industry.

I'm not saying you need to look like a superstar every second of every day. However, I want you to think about the positive impact well-fitting, stylish clothes can have on both others' perceptions of you as well as your inner-confidence and intrinsic behavior.