CanvasRebel: Meet Haley Hoover
We’re excited to introduce you to the always interesting and insightful Haley Hoover. We hope you’ll enjoy our conversation with Haley below.
Haley, appreciate you joining us today. How did you come up with the idea for your business?
Winnie & Lu’s story is deeply intertwined with my journey as a mother. After having two wonderful boys, my husband and I hoped to expand our family further. When we learned that a third child wasn’t possible for us, it was a difficult moment that led me into postpartum depression and anxiety.
During this challenging time, we welcomed two rescue Border Collies, Winnie and Lula, into our home. While they brought joy to our lives, I still felt a strong urge to create something meaningful. This desire, combined with my experiences as a former nanny and a mother, became the catalyst for Winnie & Lu.
Winnie & Lu is a sustainable, luxury baby line that creates home essentials transitioning through every stage of motherhood. Our flagship product, the Airess Drying Rack, embodies our philosophy perfectly. It’s designed to be versatile, serving as a bottle rack for infants, then adapting for sippy cups, water bottles, lunchbox containers, and eventually becoming a stylish drying solution for everyday glassware.
A key goal of all Winnie & Lu products is to offer items that are well-made, thoughtfully designed, and built to last. We want our customers to never have to part with these items or the memories they made during those foggy early years of parenthood.
What excited me most about Winnie & Lu was its potential to address a significant gap in the market: the need for sophisticated, long-lasting baby products that grow with the family. Many baby items are unattractive and quickly become obsolete, leading to waste and constant repurchasing. I saw an opportunity to create timeless pieces that would remain useful and beautiful long after the baby years, seamlessly transitioning from infancy to adulthood. This approach not only offers better value for families but also aligns with the sustainable, mindful consumption that many modern parents seek. By solving this problem that few companies address, Winnie & Lu provides a unique solution that makes practical sense and reduces environmental impact.
Moreover, I felt that by sharing my story and creating products born from real experiences, I could contribute to a more open, supportive dialogue about motherhood. Winnie & Lu isn’t just about selling products; it’s about creating a community where mothers feel understood, supported, and celebrated.
We understand that a touch of luxury or beauty can go a long way during those dark moments of postpartum. Winnie & Lu strives to provide subtle relief in this way, offering products that bring a sense of elegance to everyday tasks. Our slogan, “Made Like A Mother: Strong. Elegant. Resilient,” encapsulates what Winnie & Lu represents. Like motherhood itself, our products are designed to be strong enough to withstand daily use, elegant in their appearance, and resilient in their ability to adapt to changing needs.
Winnie & Lu is more than just a business; it’s a mission to support mothers, to create products that make their lives easier and more beautiful, and to foster a community where the joys and challenges of motherhood are equally acknowledged and embraced. It’s a testament to the resilience of mothers and the transformative power of motherhood – how even our deepest disappointments can lead to beautiful new beginnings.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My entrepreneurial journey is deeply rooted in my diverse experiences as a healthcare professional, a private nanny, and a mother. Each of these roles has shaped my understanding of the unique challenges that families face and fueled my passion for creating meaningful solutions.
As a nanny and later as a mother of two energetic boys, I gained firsthand insights into the daily hurdles parents encounter. Simultaneously, my work in healthcare opened my eyes to the immense pressures that professionals endure in their demanding roles. These experiences were more than just jobs; they were lessons that inspired me to make a difference.
This understanding led me to launch Handled by Haley, a virtual assistance company tailored specifically for healthcare professionals. I recognized their need for reliable support to navigate their busy lives, and I was determined to provide that. It’s been incredibly rewarding to help them reclaim their time and focus on what truly matters.
From there, my journey continued with the creation of Winnie & Lu, a luxury sustainable line of products that are designed for baby, built for life. Drawing from my personal experiences, I designed products like the Airess Drying Rack to solve real problems while adding a touch of elegance to everyday parenting. I believe that high-quality, beautiful products can enhance the parenting experience without compromising on sustainability or purpose.
At Winnie & Lu, we are committed to creating timeless essentials that reflect both luxury and functionality. Our mission is to provide families with products they can cherish long after their children outgrow them. Each piece is crafted with an eye for style and sustainability, ensuring it serves not just as a functional item but as a beautiful addition to their homes.
Ultimately, what drives me is the desire to create solutions that resonate with parents. Winnie & Lu isn’t just about selling products; it’s about fostering a community of mothers who appreciate quality and elegance in every stage of motherhood. Together, we can embrace the journey of parenthood with style and purpose.
How did you put together the initial capital you needed to start your business?
Launching Winnie & Lu has been a journey of determination and resourcefulness. As a woman entrepreneur in the product space, I have faced the significant challenge of securing initial funding. The upfront costs of bringing a product to market can be daunting, often stopping great ideas before they even start. This challenge is particularly acute for women, as startups founded solely by women raised just 1.9% of total venture capital funding in 2023, with less than 1% of that going to female inventors.
Fortunately, I have a unique advantage. With a dual-income household and profits from my existing service business, Handled by Haley, I have been able to self-fund Winnie & Lu. This approach has allowed me to maintain full ownership and avoid tapping into family resources or seeking external investors.
Self-funding has also taught me invaluable lessons in resourcefulness and strategic decision-making. Every dollar spent had to be carefully considered, forcing me to think creatively and make thoughtful choices. While this slowed the process, it ultimately led to a stronger foundation for the business.
After a successful first launch, I immediately reinvested all revenue back into Winnie & Lu, gradually expanding our marketing efforts and support systems. This slower growth path has been challenging at times, but the sense of pride and accomplishment is immeasurable.
I believe that this bootstrap approach is crucial for entrepreneurs. It either reveals the true viability of your idea early on or instills a deep sense of ownership and pride in what you’ve built. For me, Winnie & Lu has become more than just a business – it’s a testament to perseverance and smart, strategic growth.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
Embarking on the manufacturing journey for Winnie & Lu’s Airess Drying Rack was truly an adventure into the wild west of product development. As a newcomer to this world, I quickly learned that manufacturing is not only the most expensive part of bringing a product to market but also where the costliest mistakes can happen.
My journey began with an online platform to find the right manufacturer, a process that took over four months of careful vetting. Not being a designer myself, I first collaborated with a freelance designer to bring my concept to life on paper, then engaged a professional product development firm to ensure durability and functionality.
This experience taught me three crucial lessons I’d share with anyone new to manufacturing:
1. Know your strengths and seek help for weaknesses. My initial attempt to save money by not working with a manufacturing rep ended up costing three times as much when the first prototype failed.
2. Expect to spend more than initially quoted. Manufacturers, like any business, are trying to win your business. Be prepared for additional costs and negotiate using MOQs, shipping options, and timelines.
3. Never ignore the details. Scrutinize every file before production and ensure clear communication with your manufacturer throughout the process.
As a woman in the manufacturing space, I faced additional challenges. However, surrounding myself with experienced mentors and not hesitating to ask for help when uncertain proved invaluable. This approach not only saved money but also preserved my sanity during the complex journey of bringing the Airess Drying Rack to life.
The path to manufacturing Winnie & Lu products has been filled with learning experiences, but our commitment to quality and innovation can be seen in every piece we create.
Key Features Include:
Ethically Verified Materials
Stainless Steel with Electroplated Gold Finish
Heat and Rust Resistance
Food-Grade Silicone Base
Dishwasher Safe for Easy Cleaning
Lifetime Warranty for Lasting Value