As a new mom, you register for 鈥渕ust-have鈥澛baby items, only to find that your kiddo couldn鈥檛 care less about a lovey during bed time. As you聽learn about other baby products that absolutely save your life, like the best swaddles to soothe a fussy baby, you share them when聽friends have kids of their own. Somewhere along the way in motherhood land, you might even strike on聽a new idea to make raising little ones a little easier and want to start your own business as a mompreneur 鈥斅爈ike these mamas who started a baby wrap company and a breastfeeding kit. In this week鈥檚 How to Quit Your Day Job, we chat with Raegan Moya-Jones, co-founder and CEO of popular baby brand aden + anais, about how she started this company while working a full-time job and raising two babies.

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Meet the Baby Company Pro: Raegan Moya-Jones

Born and raised in Australia, Moya-Jones moved to New York City in 1997 with her future husband and worked in sales at聽The Economist. In 2003, while pregnant with her first child, Moya-Jones searched in vain for a cotton muslin swaddle like was traditionally used in Australia, but she couldn鈥檛 find a swaddle in the US that was breathable like the ones from her home country. So she worked on her own swaddle, which became聽one of the first products offered by her new company, aden + anais.

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When Moya-Jones came home from work at The Economist, she toiled away on aden + anais 鈥斅爋ften working until 3am, then getting聽up at 7am to head to her day job. She quit her sales role after aden + anais was already a million-dollar business; 25 million muslin swaddles later (named one of Oprah鈥檚 favorite things), Moya-Jones still loves the company she started over a decade ago.

The Tips

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1. Give it your all. Moya-Jones credits her hard work at both of her jobs as leading to her success with聽aden + anais. While it wasn鈥檛 easy working two jobs while raising two children, Moya-Jones knew that her full-time position at The Economist was a significant financial contribution to her family鈥檚 income. Instead of focusing entirely on her new baby brand, she devoted her time to kicking butt in two places at once. 鈥淏ecause I wasn鈥檛 half-assing it at my full-time job,鈥 Moya-Jones tells us, 鈥淚 actually worked harder, so nobody could ever accuse me of not giving it my all.鈥 It won鈥檛 be easy, but 鈥渨orking mom鈥 has never been a cushy title聽anyway!

2. It takes a village.聽When Moya-Jones was working two jobs, she credits her supportive husband with being there every step of the way for her and their family. He held down the home front while Moya-Jones聽worked doubly hard to build her brand. Moya-Jones聽is quick to point out that they don鈥檛 give out awards for 鈥渕ost exhausted, depleted working mother, and yet we work as if that鈥檚 a virtue that will be rewarded.鈥 Rely on your support team 鈥 whether that鈥檚 a spouse, friends, or family 鈥 to help you while you鈥檙e in the trenches. 鈥淚f you have a partner, be clear about what you鈥檒l need from them while you start up a business. Call on that village of yours, because you鈥檙e really going to need them,鈥 encourages Moya-Jones.

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3. Decide what fits your brand. Parents are always looking for innovative baby and children鈥檚 gear that is functional, stylish, and most importantly, easy to use. One of the reasons why parents are gaga for aden + anais products is that they鈥檙e multi-functional. A聽burpy bib, for example, is kidney-shaped, so it can start as a burp cloth and then double as a bib聽that covers your baby鈥檚 clothes when they鈥檙e ready to start solid foods. 鈥淲e believe that baby things can and should be beautiful, and they should be there to make your life easier,鈥 shares Moya-Jones. 鈥淔unctional, stylish, and easy-to-use are how we decide what fits into our established brand.鈥 Brainstorm what values you want to embody, and carry that through all of your decision-making for your company.

4. Be authentic. When Moya-Jones started aden + anais, it was born out of a need to provide a baby product that she knew would be so helpful to other parents. Ten years later, parents continue to buy aden + anais products and tell their friends about the company. 鈥淚鈥檓 not saying every brand needs to be a story about staying up all night, bootstrapping, and being an underdog,鈥 explains Moya-Jones. 鈥淚鈥檓 saying that the brand needs to feel like there is something real behind it.鈥 Connect with the true reasons why you started your聽company, and that will shine through to your potential customers.

5. It鈥檚 okay if not everyone is on board with your vision. Moya-Jones聽shares that when she first started her 鈥渃razy new life as an entrepreneur,鈥 not everyone was cheering her on to success. Since she was devoting all of her time to work and family, some of her friends didn鈥檛 understand why she didn鈥檛 have time for those friendships. 鈥淛ust because you鈥檙e all-in on your new life doesn鈥檛 mean that everyone else will be,鈥 admits Moya-Jones. Don鈥檛 take it personally if your cheer squad loses a few members 鈥斅爇eep going in the direction that makes you happy and works for you.

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6. Don鈥檛 let fear win out. While she鈥檚 now running a major聽brand, Moya-Jones doesn鈥檛 want to romanticize the early days of aden + anais, which were a lot of hard work and devotion. But if that four-letter word F-E-A-R starts popping up in your vocabulary, don鈥檛 let it stop you. 鈥淎s women, we鈥檙e conditioned to be risk-averse and to fear failure. We want to start when we鈥檙e already perfect. If you truly feel you鈥檙e an entrepreneur at heart, you have to be comfortable learning as you go, and comfortable with some suffering as you do it!鈥 says Moya-Jones. Don鈥檛 wait for perfect. Do your homework, then go for it!

7. Find a partner who aligns with your vision. Back when Moya-Jones started aden + anais, she launched the company with a friend. Moya-Jones and her former business partner have since parted ways, and she鈥檚 learned a few things from the partnership. 鈥淵ou need to make sure that any business partner you have is 100 percent aligned with your vision,鈥 she advises. 鈥淚t鈥檚 a big commitment to make with a person, and even if there are two cooks in the kitchen, your business has to have a strong and singular voice.鈥 If you decide to start your dream job with a co-pilot, Moya-Jones recommends having your business relationship documented, outlined legally in writing to prevent hurt feelings or disputes if things don鈥檛 pan out.

Perfect Your Skills


1.聽Build Your Digital Brand Online Class聽($49): Join creative director and designer Caroline Winegeart as she helps you learn how to create a blog or website that embodies the brand of your particular business. Pair fonts and logo designs for a winning look that鈥檚 unique to you.


2.聽Design Patterns in Adobe Illustrator Online Class ($39): Part of the aden + anais brand is the lovely patterns that adorn the company鈥檚 bibs, swaddles, blankets, and more. Designer聽Megan Gonzalez of聽creative studio MaeMae & Co will teach you how to take abstract shapes and turn them into custom patterns, as well as how to print your pretty patterns on various surfaces.


3.聽Learn from Other Female Entrepreneurs聽(Free): Explore the goodies over at the Female Entrepreneurs Association for blog posts and videos geared toward the creative business owner, and sign up for their Members鈥 Club to get access to more courses focused on inspiring & empowering women to create successful businesses. Topics like 鈥30 Days to Program Your Mind for Success鈥 and 鈥3 Tools to Save You Massive Amounts of Time鈥 will get you focused and ready to meet your goals.

What鈥檚 your dream career? Tweet us @BritandCo to let us know, and we could feature it in the next column!

(Photos via aden + anais)