Dreamers Into Doers -- marthastewart.com

Doer of the Week: Monica Niwa-Greene

What inspired your business?
I have two children, a son, Justin, 7, and a daughter, Ashley, 4. When my daughter was born, I wanted to change the car-seat cover from blue to something girly. So I took the cover off and asked my grandmother if she could make it. Her response: "Of course I can!" It came out even better than the original! It was beautiful, and four years later, it's still on my daughter’s car seat! The rest is history.

When did you start your business?
I officially launched our online business in 2006.

What were you doing (careerwise) when you decided to create your own business?
I am a full-time photographer, specializing in jewelry. I've always had a creative side and decided to pursue the baby business Ashley Petite with my grandmother, who sews everything for me. I create the products through drawings, and she sews.

When did you know that you could really make a go of this?
As soon as I started showing off our products, we ran with it … it just started to snowball.

How did you turn your idea/dream into a business plan?
Since I already had my own photography business, I already had knowledge of the business aspect, so that was easy for me.

What was your start-up cost? How did you get the money, and what did you use it for?
Basically, all the start up costs were all the supplies I had to buy, such as a new sewing machine for my grandmother and all the fabrics to create the products. Other than that, we didn't pay ourselves for our time. I used my own money for everything.

What was the biggest obstacle?
Putting together the online store -- too much technical stuff for me!

How did you maintain your confidence when doors were closed in your face, when people didn’t get it or said “no”?
It's really tough sometimes. I take it very personally, since there is so much invested both financially and emotionally.

How long did it take you to get everything off the ground?
It took about eight months to produce all the products and have a decent supply, and about two to three months to really get the website going. I've learned a lot! I maintain the website myself; it keeps costs down.

How long did it take for your business to become profitable?
I think around two years.

What's the hardest part of what you do?
Balancing my two businesses with my family, and having time for my husband. But everyone helps out!

Where do you work from?
I have a studio in the city and I keep most of my inventory at home; that way if I need my husband to ship something out, he can help me out with that.

Do you have employees?
It's just me and my grandma.

Do you have entrepreneurial role models? What’s so inspiring about them?
Martha Stewart (I swear I’m not just saying this, you can ask any of my friends)! She can create and make anything look amazing! I also use her magazine as a go-to for new photography ideas for my portfolio.

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?
My photography business helps keep me in the know of the latest trends, colors, and ideas, I use this when I'm thinking of fabrics and products for Ashley Petite. I also check out Etsy.com to see what other moms are creating. Also, my friends who are moms and dads always call me and say, " Can you make this or that?" We want to be creative but also functional.

What's the best piece of business advice you ever received?
"Do what you love and love what you do!"

If you had it to do over again, what, if anything, would you do differently?
I would do it all the same! I'm in a good place, I have no regrets!

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Comment by Kozynook on September 19, 2010 at 5:53pm: Best wishes for your continued success and congratulations on being featured as Doer of the Week!

Comment by Monica Greene on September 14, 2010 at 7:28pm: Thanks everyone... she's a behind the scenes kind of woman!! I'm the one who is networking and trying to get our name out there... we're a great team!! Thanks again!!

Comment by Robin McAllister-Zaas on September 14, 2010 at 12:07pm: Thanks for fanning my site! I just fanned yours! Beautiful things for little ones, I enjoyed your site. I am new to Dreamers and Doers and I was wondering where you found the "Dreamers and Doers" Button you have on your blog?

Comment by Cherrl-Lou Jacobson on September 14, 2010 at 1:28am: Please give our warmest regards to Grandma!

Comment by Andrea Fraga - Dolce Drive on September 13, 2010 at 4:17pm: Congratulations. I love that your business is with your grandma... My mom and I love to sew together (for fun) so I know what an emotional tie it can bring. Your stuff is adorable!!!! Congrats again!

Comment by Angela Long on September 13, 2010 at 2:15pm: Beautiful workmanship. Let me know if you would like to add table runners to your site.

Thanks!!
Angela Long

Comment by Monica Greene on September 13, 2010 at 11:06am: Thanks everyone! I couldn't a get a photo of my grandma and me in time for the feature! ;( But I'm planning on having one up on the blog and site real soon! If you know of anyone with kids, please pass along my site, I really appreciate it! ;)
Thanks!!
Monica

Comment by Sandralee Lee on September 12, 2010 at 9:37am: Hope your Grandma's name becomes recognized too! What a woman! Doing all that work with you for 2 years without a profit. She should write a book, and perhaps you should put her in touch with someone to publish it online, so we can all learn the secrets of her tenacity; and blog her, with fan mail! Older people burn out easier than young people. Creating however, is somehow rejeuvenating. I am sure your family will all benefit from this nurturing woman!

Comment by Debbie Munden on September 12, 2010 at 2:58am: Great photos! Congrats on being selected for Doer of the week! Where's Grandma? She does BEAUTIFUL work.

Comment by Terry Grahl on September 11, 2010 at 4:26pm: I love that you work with your grandma!! so precious. Keep following your heart and remember NO ONE can do it alone.

Comment by Just Mom, Inc. on September 10, 2010 at 7:01pm: Congrats. Keep doin' good things!
Onward!
Gina

Comment by Faith Filiault on September 10, 2010 at 3:40pm: Great products! Job well done!

Comment by Cindy Perkins on September 9, 2010 at 11:35am: You have wonderful products. Thanks for the inspiration.

Comment by Gaynor Marshall on September 9, 2010 at 10:21am: Congratulations Monica!!

Comment by Monica Greene on September 9, 2010 at 8:48am: Thank You! I am definitely blessed!

Comment by JerseyPeach on September 9, 2010 at 7:53am: A lovely idea and beautiful things...I have really enjoyed them...ALL the BEST!

Comment by peggy schafer vincent on September 9, 2010 at 7:26am: Congrats - what could be better than working with your grandma:) What a gift to have her!

Comment by Lisa G.~ Polka Dot Pound Cake on September 9, 2010 at 6:22am: Congratulations Monica!

Comment by Monica Greene on September 8, 2010 at 8:44pm: Thanks for all the kind words! You all have wonderful products and businesses as well and i will follow all your networks, I know how important it is to spread the word!