Gwen Gardner turns her breast cancer journey into Simply Chickie, an organic baby clothing brand with heart

Please share a brief introduction about yourself and your business

I created Simply Chickie for families like in need of affordable, organic baby clothing and blankets after an impactful life event; I was diagnosed with Breast Cancer. That same week, I found out that I was pregnant with my little girl. The juxtaposition was confusing yet transforming. I started thinking about what I put in my body and what I put on it. I paid attention to smells and food and everything coming in contact with my mouth and my skin. I needed to live because I was going to be a single mom, and I needed to be here for years to come. After recovery, I began transforming — I ate organically grown fruits and vegetables, practiced yoga, and paid close attention to labels and discovered that the lovely soft cotton clothing I enjoyed hid a dirty secret. The cotton crop is one of the most polluting crops grown. I was going to do everything in my power to ensure my little girl was as safe — and the idea of Simply Chickie was born.

Who are your customers?

Auntie Gwyneth Paltrow and Auntie Beyonce + Grandmothers in the same category. They want to send love to their best friend, sister, or daughter. The clothing must be organic; and, they like the fact that it's USA made. They also have a sense of humor and higher income.

What was your background prior to starting your own business?

I was an educator--I've taught pre-school to adult. English and ESL in Japan, Texas, and all over New England.

What made you take the leap to start your own business?

I had a child and discovered the nasty chemicals in conventional cotton, and I wanted to make a difference in the fashion industry--be a voice for change.

Did you always know you wanted to be an entrepreneur?

No, I fell into it.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

When I started, I found local farmer's markets and started selling my product there while I continued to collect e-mails. Then, I took my product to one of the biggest children's trade shows in Las Vegas. On the last day of that show, a man walked up to my booth and pointed at my Inside me poem baby onesie (Inside me I've Got: World Peace, 2 Rainbows, light from 4 stars, green stuff, milk, some dog hair, and a raisin), and he asked if I'd send a sample to him. I did. The magazine he represented, Signals Magazine, picked me up for almost 5 years. I sent thousands of baby onesies to them over the years. I continued to do a lot of in-person trade shows as well as shows all over New England and New York. Signals dropped me as they had probably sold that poem onesie to all of their subscribers. LOL. That taught me a hard lesson. Don't put all your eggs in one basket as sales to that outlet was 75% of my business. I began diversifying and selling to independent boutiques and through my website. As the social media sites became popular, I added posts and some paid ads. Some were somewhat successful--others were not. I have learned over the years to continue to pivot, pay attention to market conditions and how people are buying. It's exhausting, but necessary to stay in business!

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

Maintaining visibility as always been a challenge because people get their information differently, so constantly trying to figure out where my clients are is an ongoing issue.

What accomplishment are the most proud of to date in your business?

Juggling being a single mom, handling a household, paying attention to my health, and building a business--all at the same time.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

I started building a small team to handle multiple markets and develop my social media reach and website.

What's next for your business? What can we expect to see over the next few years?

I would like to continue to expand my whimsical designs and product offerings--expanding into some matching adult and baby--and perhaps matching doggie tees.

What is your top productivity tip? 

I put everything into my calendar on my phone including my dog grooming appointments (like I'd forget that!) and payment reminders. I also chart out my next day by the hour on paper the night before.

On the flip side, how do you avoid burnout?

I generally take Mondays off! And, I put 4 workout mornings on my calendar before I start the day.

What is your approach to work-life balance / integration?

I give myself a break if I don't get everything done on my list. I also ask myself in a crisis situation, if the issue at hand will matter in 5 years. If it won't, I take a deep breath and work through it at a reasonable pace.

What is one thing you wish you had known when you started your Entreprenista journey?

The plethora of visibility opportunities.

When hiring, what is your go-to interview question?

How did you find out about Simply Chickie?

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

I make sure I make a date with my child to do something together that she enjoys. I was the assistant tennis coach when she was in high school, so it gave me an opportunity to see her with her friends on a daily basis. Now, I take her to dinner once a week when she is home on college break. We went to an F1 race at Imola in Italy last year.

What's the one app on your phone you absolutely cannot live without and why?

The google weather app because I do so many outdoor markets that I need to pay attention to what to take to the event--extra weights for windy days, tent sides for rainy days, and a hat if it's sunny.

What is your favorite business tool or solution and why?

I will reiterate my calendar on my phone. It signals when a task is happening.

What advice do you have for aspiring Entreprenistas?

Know that you won't make it overnight, that the journey will be a rollercoaster, and you will put in a lot more time than you ever anticipated.

Learn more about the Entreprenista League and join today

‍