Smart Mom, Smart Business

If I were to build the perfect mother, she would be compassionate, giving, creative, intelligent, a role model to her children, and an asset to her community. Phew, I’m exhausted just imaging her day. If I were to build the perfect company, I would take all of those characteristics, add a positive profit margin, and hope for the opportunity to get in on an early IPO.

After speaking with Amy Maurer Creel, the co-founder with Kendra LaDuca of Smart Mom Jewelry, I was pleased to learn that I’m just an IPO away from finding my perfect investment opportunity. Smart Mom Jewelry produces jewelry that is safe for curious little munchkin hands and mouths. It’s a fabulous idea and my daughter’s a huge fan, but what struck me most after speaking with Amy was that the company is run like many families, with a lot of love and some sparks of creativity.

Amy and Kendra first discussed the idea of creating a teething friendly line of jewelry several years ago, but it took them a few years and some life changing tragedies to move from concept to company. First, Kendra’s newborn daughter was diagnosed with cancer (she’s doing well now). Then, Amy’s sister-in-law, Maria, died from a rare heart condition only a few days after giving birth to her daughter. “Kendra and I both had life changing experiences that made us more willing to take risks,” says Amy. “Maria’s death made me think, what do I want to do that I’m not doing.”

Ultimately, what both women wanted to do was redefine the way they worked and do something that would teach and inspire their young daughters. So, in the face of many obstacles – a lack of product specific business experience, a lack of funds, and obligations to their families – they set off to do things their own way.

Today, six years after they first discussed the idea, Amy and Kendra employ seven people, all of whom are all mothers. All employees create their own schedules based on their own needs. If a child is napping during a scheduled meeting, that mother can call in. If a mother doesn’t have childcare, there is a large playroom attached to the workspace area where she can bring her child. “This is seriously family first,” says Amy. “There are so many talented women who sometimes can’t find an opportunity for work if they don’t want to work in a more traditional way. We’ve found that when we allow them to be with their families and they’re not torn, they are very productive and very motivated.”

As are Amy and Kendra. Amy warns that your starting your own business is not for the faint of heart. It takes a lot of work and, while the idea of working from home may sound attractive, it can be difficult to create any kind of boundary between work life and home life. Nonetheless, Amy recommends that any mother who has an idea that she wants to pursue should go for it. “It’s not as hard as someone might think,” says Amy. “We figured it out and we didn’t have any experience.” If you’re still wary, Amy’s happy to act as resource for any other mother who is thinking of starting her own business. Just send her an email via her website.

With 125 retailers in thirty states and a dozen countries, Smart Mom Jewelry has taken off in a way that neither Amy nor Kendra predicted. They’re about ready to introduce a new line of metallic jewelry just in time for the Olympics as well as a camouflage pattern that comes in four different colors. Their products are non-toxic, phthalate/BPA/PVC free, federally approved, and dishwasher safe. For a store near you, click here.