We here at Nursing Bling are honored to have Annie Neo, Director of Annee Matthew Maternity and Nursingwear as our first WonderWoman Wednesday profile.
In less than a decade Annie has transformed her idea of fashionable clothing for nursing mothers into a reality in a major way. Annee’s business philosophy is simple but true to the heart – she strives to create clothing that is not only beautiful, but practical and comfortable as well. Here’s how she did it…
When did it hit you that there was an untapped market for fashionable clothing for nursing mothers?
When I had my daughter RayAnn, 10 years ago, I realised that there were very few nursing clothes in the market. They were frumpy and made me feel like a sack of potatoes when wearing them. Though functional, they were nothing close to being the slightest stylish. Not to mention, despite the poor quality, one has to pay a high price for it.
I then recognised that there was indeed a niche market to be tapped.
How did you get into business?
My sister-in-law, who is a tailor, helped turned my nursing designs into reality.
To balance my role as a home maker and an aspiring entrepreneur, starting an e-commerce business was the most convenient way to go and it also means a lower operating cost to begin with.
How did you go about finding manufacturers for your brand? Was it a difficult process?
Yes, it was. With very low quantity, no track records and new to the suppliers’ world, it took a lot of convincing and good designs to gain the manufacturers’ confidence to accord their initial comfort in us. Finding the right manufacturer was tough and it was also a process of a trial-and-error. Costs were high given the low volume.
What are the most effective ways you have promoted and marketed Annee Matthews Maternity and Nursingwear? What’s your best marketing tip?
Our Corporate Philosophy: ‘’PRICE”
– Palatable price
– Romancing element as is created in each and every one of our design to have Mothers to always be in their best form; to the child , a caring mother who knows how to feed them in style and comfort and to husbands as always a beautiful wife
– Integrity of our quality & services
– Consistencies in meeting our Clients’ needs
– Efficiencies in services
Through word-of-mouth. Nothing beats having some real customers share their personal experiences with AnneeMatthew clothing. Our consistency in respective of overall delivery is our key to success.
If you could go back in time, what advice would you give yourself?
If we could turn back the clock, we will be more focus and confident in what we embarked on.
What advice would you give someone else?
Do what you love and believe in yourself. Stay focused.
What goals do you have for the business this year?
Our Spring 2010 and Fall 2010 collections are ready. Our focus is to spread our products across more countries
What have you learned on your business journey that you’d like to share with other business owners?
Patience, tolerance and respect for others’ opinions and criticisms. Feedback is the key to keeping our designs abreast of market demand and trend. Some of the best lessons learnt were from mistakes made in the process.
Click here for more info on where to find Annee Matthew Maternity and Nursingwear in the US and Canada!