Whether it's a side hustle or a full-time business, entrepreneurial moms are doing all they can to have it all. Here, we share one mom's small business journey and what she's learned along the way.
In February 2020, Kate Gaffney had her hands full, as any mother can.
“Picking up my kids from preschool was a challenge,” Gaffney said. “I was holding their craft projects, holding my oldest daughter's hand, holding my youngest daughter by the armpits when she wouldn't put her legs on my hips, all while fumbling for my car keys and trying not to drop anything.”
Over lunch with her husband, Sean, Ms. Gaffney described her predicament and her possible solution: a sleek leather wristlet that was stylish, practical, and made it easy to carry everything on a single trip.
“Sean looked at me and said, 'You make one,'” Gaffney recalls. “I went home, ordered everything I thought I needed, made the wristlets, took photos, and had my Etsy shop up and running six days later.”
Just four years later, Gaffney's leather goods company, Avryn Co., is thriving. Her wristlets adorn the arms of busy women locally, across the country, and even on Instagram (@BusyToddler has one.) From college students to moms to corporate executives, people love joining Avryn Co.'s One Trip Club.
Gaffney's advice to moms starting out
Time Management
- “Be realistic about the time you have available,” Gaffney says. “I purposefully didn't have a retail storefront in the beginning because I didn't want to be tied down for long periods of time. I focused on an online store so people could browse at their leisure and I could make and ship items as I pleased throughout the day.”
- Set boundaries around your time. “I don't like the super hustle culture,” she says. “At first, I had to hustle, but I was careful not to let my business completely take over my life.”
- Gaffney urges new mom entrepreneurs to use their kid-free time wisely. Especially when your kids are young, preschool, morning outings, and even naptimes can seem to fly by, so make sure you know what you need to get done each day and plan accordingly.
Childcare
- School days are obviously a great time to get things done, but if you're fortunate enough to have extra support, Gaffney suggests setting up routines so everyone knows what to expect. “To avoid awkward last-minute childcare requests, I've worked with my support network to create a rhythm we can rely on. For example, on Wednesdays the grandparents will pick up the kids from school, so I might be working later that day.”
- When your kids are at home, setting expectations about playtime can help them learn to play independently. “I've always found it helpful to be intentional and say, 'Mommy's going to come over to the play restaurant for 20 minutes, and then I'm going to make dinner or work on my computer,'” Gaffney says.
- When it's time to play, Gaffney believes it's really important to be there so your kids “can enjoy the time with you.” “If you're on your phone or distracted the whole time you're telling them to play, they're not going to feel like it's important.”
Mental stress
- “Just know that a lot of things will get easier,” Gaffney said. “The first few years it just felt like I was drinking from a fire hose. It felt like I was starting from scratch and had to learn something new every day. Of course, I'm still learning new things, but I'm not as overwhelmed as I was before.”
- Gaffney says things also get easier when your kids are older: “When you don't have to cram work into morning preschool or naptime, your work life feels less cluttered and you feel like you're getting more done.”
- Gaffney says that during tough times, she takes the time to pause and read her store's positive reviews and happy messages from customers. “Even just noticing that someone is a returning customer can make you feel better,” she says. “Celebrating these little things helps remind me that what I'm doing is worth it and helps me not feel overwhelmed.”
- “When all else fails, I take a nap,” she said. “When I feel completely overwhelmed, I take a nap. When I wake up, I usually feel much better and have the mental space to tackle whatever it is I'm doing.”
Business Investment
- Gaffney believes you should be very careful about your business expenses at the beginning. “When I first started, I was super frugal and refused to buy QuickBooks,” he says with a laugh. “I did everything in Excel spreadsheets.” Gaffney suggests doing things as cheaply and as neatly as possible when you're starting out, and experimenting to see what works.
- Gaffney recommends reinvesting some money back into your business once you have some income coming in. “I'm still frugal with the money I spend on the business, but I buy things that help it run smoothly, save me time, and make my product better. I also try to forecast where growth is headed so I have the right tools and the right support,” she admits.
- The two biggest business expenses that Gaffney says have really improved her work-life balance are a dedicated business space and hiring additional staff. “I started out making everything on my dining room table,” she says. “It got to the point where the business was taking over my whole house. Moving the business out of my home and into a studio space felt like a big step. Having another full-time member of staff really helps so that everything isn't dependent on me.”
- Product presentation is key to garnering attention. “We tried hard from the beginning to present ourselves well,” she says. “Every little detail is important, especially the branding, the packaging, the photography. Even if you have a really solid product, [if you have] It's a terrible brand and no one will buy it.”
Advice for small businesses
- Good customer service is never a bad idea. “Make making people happy a priority,” says Gaffney. “Even if it doesn't make financial sense, if you can make your customers happy, it will go a long way in building business and getting repeat customers.”
- Cultivate your small business buddy. “Having a few friends who are other small businesses was definitely helpful in the beginning,” she says. “You can go to them and say, 'Does anyone understand Facebook marketing?' or 'Does anyone understand how to calculate sales tax?' It helps to have a few friends who are in the same boat.” According to Gaffney, Instagram is a great place to start connecting with other small businesses.
- Perfect what you're offering. “There's always outside pressure to do more, but for me it's about focusing on my core product and doing it really well,” she says. “I think it's better to do that than to spread yourself too thin and offer inferior products that you're not happy with.”
- Gaffney has figured out how to literally and figuratively juggle the burdens of work and motherhood, but it remains a constant balancing act for her, as it is for every mom. For one thing, during our interview, she had to pause briefly to sort out her car seat situation before smoothly continuing the conversation.
- Gaffney had words of affirmation for himself four years ago, and for those starting now: “You're right. It's overwhelming and it's hard, but if you believe in what you're doing, it's worth it and you can figure it out.”
For more information on Gaffney's business, visit avrynco.com
