For entrepreneur Assie Khoussa, the boundaries in between function and own lifetime are pretty much nonexistent. Some of this industriousness arrives from necessity – managing a toddler brand name as a solitary mom is no uncomplicated feat, demanding Assie to be in perform mode 24/7. But, the results of her modest business also stems from Assie’s skill to demonstrate up as herself 100 per cent of the time. In reality, Eizzy Toddler originated since of the entrepreneur’s relatability.
“Eizzy Little one seriously started from me sharing issues that I was employing every single day with my son and pondering absolutely nothing of it,” Assie stated. “I was likely on my personal web site on Instagram, sharing ‘I just received this snack cup,’ And then all my parent buddies ended up like, ‘Wow, where did you get it from?’”
In 2020, amid a pandemic, Assie officially released Eizzy Little one and started out advertising silicone bibs, snack cups, and suction plates, among other items. A main tenet for the brand is to offer resilient and nontoxic merchandise that make parents’ life much easier and easier. And whilst Eizzy Child has noticed a great deal of achievements, it has not usually been an easy highway for Assie, the smaller business’s 1 and only personnel. Continue to, two many years in, Eizzy Infant has now won around tons of faithful prospects.
If you request Assie what her match strategy has been, she’ll convey to you that there is no grand strategy she follows. And which is what’s most refreshing about Eizzy Infant – its growth can generally be credited to Assie’s authenticity. She’s simply related with her buyers through Instagram by sharing her own experiences as a mom, utilizing extremely several compensated marketing and promoting efforts.
This realness seeps into everything Assie does and is a large motive why she resonates with so numerous, such as Tracy Jabbal, one of Eizzy Baby’s longtime shoppers.
“To assistance a genuine human being — you get these a various feeling of [Assie] and how she’s having treatment of [her son] Noah and wishes to do fantastic for herself and have a successful, productive small business,” Tracy stated.
And while Assie’s reality as a single mother and small-business operator may not always be photograph great, the entrepreneur has no intention of filtering herself.
“Instagram tends to be so perfect,” she reported. “I live far more of a TikTok everyday living the place it truly is raw, uncut, unedited.”
At very first, Assie wanted to offer diaper luggage. She ordered a ton of inventory and thought shoppers would obtain up her goods like hotcakes…until they did not. This first miscalculation didn’t cease her, nevertheless.
“I always experienced a good deal of grit,” Assie stated. “I never seriously choose no for an respond to, specially when it’s something I want in life. So I just picked back up and tried anything unique.”
She remembered unique goods that she experienced casually shared on her Instagram Stories – together with infant plates – that seemed to resonate most with her followers. This catapulted what would develop into Eizzy Little one, but there ended up continue to some hurdles Assie experienced to overcome. Specifically, the entrepreneur wished that she trusted herself a lot more when Eizzy Little one was in its infancy.
As she acquired her brand up and managing, she encountered internet marketing and PR agencies who tried to convince Assie they had Eizzy Baby’s greatest fascination at coronary heart.
“When I first started, I was believing in everyone that came to me, and was like, ‘hey, I can do this for your organization. And I could do that.’ That was really hard for me,” Assie claimed. “I shed a lot of cash that way.”
Immediately, having said that, Assie realized to rely on herself, and to this day, she manages each individual factor of Eizzy Child – from promoting to buying to buyer services – on her personal. As an entrepreneur, she’s also resourceful and can take edge of free schooling whenever feasible, like when she not long ago participated in a dwell web site audit that Shopify available to smaller companies.
At some point, Assie was ready to hire her 1st personnel, who aided with Eizzy Baby’s social media and web site. However, in the spring of 2022, the business slowed down, and Assie had to reduce back and enable her to start with employee go. This also coincided with Assie’s birthday and a time when the mom and organization operator was sensation particularly burned out. Whilst this minute was annoying, the entrepreneur picked herself back up.
“I just gave myself grace… I authorized myself to tumble,” Assie explained. “And then go back to figuring out how I can be additional inventive and give myself the all right to continue on to clearly show up as myself.”
With nearly 5,000 followers, Eizzy Baby’s Instagram account is the place Assie connects with her shoppers the most – usually on Instagram Tales or via her many Reels. For Tracy, Assie’s depiction of selected parenting cases – like the wrestle of hiding snacks from your little ones – was just just one of the causes she turned a admirer of the brand.
“[Assie] does a great deal of genuinely amusing, tremendous relatable Reels and polls,” Tracy mentioned. “And as a mom, I can genuinely hook up to that. You get this emotion she’s this sort of a legitimate particular person.”
But the entrepreneur also works by using social media to collect customer suggestions and thoughts on new colors and patterns for her snack cups and bibs. She’s even joked that she owes all her Instagram followers a particular percentage of the income considering that they’ve aided form so many Eizzy Little one products and solutions. In this way, Assie has been constructing in community and which includes her group in on her small business’s journey.
And Instagram is not the only platform exactly where Assie has cultivated this form of romance with her prospects. She’s also utilised Fb Teams, specifically parenting kinds, to join with like-minded people today. By becoming a member of these on the web areas, Assie has been ready to network with mothers and fathers and introduce her brand as a solution to some of the problems they face. This aligns with her purpose to develop solutions that will in the end help moms and dads shell out additional time with their young children.
“The topic for all of my items is simple and straightforward,” Assie said. “Like, just slice off as substantially stress as doable. So [Eizzy Baby products] make your lifetime as a mom and as a mum or dad just a little little bit less complicated.”
Not only do customers enjoy Assie’s social media existence, but they also genuinely like Eizzy Baby’s products and solutions. As a mom of kids ages two and five years outdated, Tracy has examined dozens of child manufacturers from the U.S. and Europe and has yet to locate one particular that’s stood up to Eizzy Toddler. In unique, she specifically appreciates the Snack Cup’s collapsible design and style and spill evidence features.
“Of all the issues that we’ve tried, from Target, Amazon, outlets in Europe, [Eizzy Baby’s] stuff has simply been favorites in conditions of toughness and longevity. It is really outlasted every thing else,” Tracy said.
By getting susceptible and sharing the two the ups and downs of parenthood, Assie has been able to productively promote her brand name, but more importantly, she’s also developed a community with her followers.
“I seen that anytime I present up — it can be just me. No eyebrows on, nothing at all. I get much more engagement, I get a lot more appreciate, I get additional guidance, I get additional consumers,” she reported. “The ideal aspect is I get to have this organization and however be a mom, however be myself, and continue to exhibit the warm mess that occurs in the background.”
When running a small business is presently busy ample, it was even now vital for Assie to include a charitable element to her brand. On Eizzy Baby’s homepage is a tab for an organization known as Angel House Global, which delivers methods for youthful women of all ages in Uganda.
Assie to start with worked with Angel Dwelling Global many years previously when she was a part of a nearby foundation that supplied foods on wheels and other products and services to her community. There, she watched a presentation on the group and realized about the issues dealing with numerous Ugandan girls and youthful ladies, which include growing up in poverty, dealing with gender discrimination and sexual violence, and owning to drop out of school at a young age.
“Growing up in Senegal, I felt so cost-free as a child. I experienced no worries,” Assie reported. “And I could not visualize owning a person go via some of all those points.”
The moment Eizzy Child was up and jogging, Assie understood she preferred to aid this result in in any way she could. Just after studying the team was setting up a facility and dormitory for the women, Assie began advertising and marketing Angel House International’s Beads of Hope – bracelets designed by the women them selves – on Eizzy Baby’s site and social media. 100 % of the contributions from the beads go instantly to supporting and empowering ladies in Uganda. Along with spreading the phrase about Angel House Global, Assie has donated proceeds from specific Eizzy Toddler profits to the group.
Incorporating this social affect into her manufacturer was a natural go for the small-business operator.
“It was seamless. I have labored with [Angel House International] in the past and fell in love with the group,” Assie explained. “It was just something I could do to generate impression each one day with our sales.”
While Eizzy Newborn delivers dad and mom with non-toxic and ethically sourced goods, it’s clear that for Assie, her model is about so much far more than that. It is really a way for her to link with other mothers, increase awareness for deserving causes, and most importantly, a place for the entrepreneur to be her genuine self.