EVER WISH THERE WAS A MORE MODERN TAKE ON ONE OF YOUR GO-TO MAMA PRODUCTS? NOT TO SOUND, ERRR, SNOTTY, BUT THE BULB SYRINGE IS A LITTLE DATED AND NOT FUN FOR MAMA OR LITTLE ONE. ENTER FRIDABABY: PUTTING A UNIQUE TOUCH ON OLD PRACTICES, FRIDABABY IS BRINGING MODERN SOLUTIONS TO MAMAS EVERYWHERE.
We sat down with CEO Chelsea Hirschhorn to talk all things business, balance, and being a mama.
HATCH/How did you get started with Fridababy?
CH/I practiced law in NY before moving to Miami with my husband after our wedding in 2010. It was a total gut-check – as all of our friends and family are in NY, and I was totally one of those “I’m never leaving the city” people. The founder of Fridababy is a neighbor of ours in Miami Beach and after my son was born she asked if I’d be interested in taking over the day-to-day operations of the company to help grow the portfolio of products beyond the NoseFrida, into a full toolkit of smart solutions for millennial parents. Quite the challenge, but the rest is history! When it comes to innovation, Miami is quite liberating and I became unhinged from a very tunnel-vision focus on what is considered the norm with designing new parenting products, and with respect to my career path.
HATCH/Has it become something you didn’t see coming?
CH/The Fridababy ethos is smart solutions for parenting problems big and small – the joy we experience as parents of “having the answer” is what we’re all about. If parents are feeling armed with the tools to do the deed simply and efficiently, and get on with the fun stuff – then I feel like I’m doing my job. The great success we’ve had is in part due to our incredibly dedicated following of pediatric medical professionals, mindwives and doulas, so we touch a large segment of the new parenting population at a very integral and impressionable time in their lives. To that end, the growth is just materializing in a way I always knew we were capable of, we are just now using this platform to grow beyond the NoseFrida into a toolkit of additional solutions for other very common parenting pain points. We aren’t afraid to push the envelope and talk about the reality of parenthood.
HATCH/How has motherhood shaped the way your approach your business?
CH/The best touchpoint of motherhood permeating my professional life is the culture I’ve built at the Fridababy HQ here in Miami. I’ve cultivated a group of incredibly smart, hard working “doers”, most of whom are parents also, and my role as a mother and CEO instructs the expectations I have of my team. I try to set an example that it’s better to be 110% present than trying to be half of everything to everyone, and if that means empowering them to juggle both their personal and professional identities in their own way, I find that has generally lead to optimal results on the business side.
HATCH/What’s on the horizon for Fridababy?
I think we’ve only just begun to scratch the surface as far as innovation is concerned. As long as I remain focused on a very simple, solution-oriented approach to product development, we will continue to build out an army of tools to help parents tackle the most mundane but daunting elements of parenthood quickly and efficiently. When it comes to the Frida family of products, NoseFrida will hopefully be the wise old great grandmother in the room one day, surrounded by generations of leaders who have followed in her footsteps! [Hello NailFrida!]
HATCH/Do you have a go-to look?
CH/I tend to stay structured during the week – I find it it keeps me focused and feeling professional despite our very laid back office vibe. The shirt dresses in my wardrobe do a lot of heavy lifting Monday-Friday – the Morgan Shirtdress was a particular fave, as it took me from third trimester well in to the postpartum office return!
Chelsea at home wearing a jumper from our 2015 Plage collection
HATCH/What are your signature items?
CH/I don’t change my jewelry frequently, and the pieces I wear every day have a very special meaning, keeping me close to home when I’m away from the kids all day. When Hunter was born my husband gave me the cartier juste un clou ring to remind me that being “tough as nails” has immeasurable returns! This year when my second son was born he designed a bracelet from scratch (photo attached) that was actually the EKG from Jax’s first heartbeat the day he was born… translated onto a gold and diamond chain. At the time I thought it was quite bizarre to see him photographing the heart monitor screen, but his creativity is off the charts.
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