Publications: Berita Harian
Date: 9 December 2016
Section: Lifestyle . Artistic . Entertainment
Original Article by Nur Dhuha Esoof, Journalist
There are several reasons that inspire mothers to venture into business, among other, to earn extra income, to occupy time and to meet demands.
Their business is usually done online or from home to reduce operation cost. It might be difficult for them to imagine of having their own shop space due to high rental cost along with time constraint to manage the shop apart from managing the family.
However, for four weekends starting from 26 November, several mumpreneurs have had the opportunity to showcase their products at a retail store at OneKM Mall in Tanjong Katong Road.
As many as 16 mothers have rented spaces under Enterprising Mums United (EMU) retail shop. EMU, a business and management consultancy firm was incorporated last September by two mumpreneurs, Ms Norma Wong and Ms Norfazilah Rashid. It has recently been certified as a social enterprise.
“EMU aim to bring mumpreneurs together in a non-competitive environment. We organise events for mumpreneurs to-get-together and help to expand each other’s businesses. To date there are no such platform in the market,” said Ms Norma, 44 years.
“At the same time, EMU helps to increase product awareness as well as branding and helps mumpreneurs to identify their target market. This is useful when they open their own permanent shop in future,” she added.
On agreement with OneKM which is managed by UOL Group, Ms Norma and Ms Norfazilah unable to disclose the rental cost for the two units on the 3rd floor of the mall.
“UOL has entrusted EMU to transform the unit into a pop-up retail to empower the community. UOL wants to enliven level 3 of the mall and at the same time meet their mission to provide community space to engage the public and give back to society,” said Ms Norma who is an academic and life coach, apart from providing marketing consultancy to other firms.
Pop-up retail is temporary. Among others, the aim is to heighten brand awareness, to educate consumers on product and giving a business experience in a physical shop.
According to Ms Norfazilah, 42 years, EMU started off with only seven mumpreneurs, however now there are sixteen mothers – majority are Malay/Muslim. There are some who are working full time, some are single mothers and some who are homemakers.
To sell in EMU’s retail space, mumpreneurs are not those who purchased products from supplier and resell these products. They need to create their own products.
Ms Norma, mother of three children, for example, made her own brooches using Swarovski crystals and beads.
Ms Norfazilah sells shawls which she has ornamented with beads and crystals under the brand of SWL’s Selections, apart from looking after her 2 children and working as a project supervisor.
Other products which are produced by other mumpreneurs includes, soap bars embedded with toy figurine (this is to encourage young children to wash their hands for hygiene), organic skin care range, soy wax candles, fabric floral arrangements, crochet booties as well as fabric bags. The products are displayed in locked glasses or box rack around the shop.
Each rack is rented out at $100 and 10% of sales as commission to EMU.
Mumpreneurs can also choose the second option which is without rental however 30% of sales are handed to EMU.
“This shop gives the opportunity to mumpreneurs to gain experience in a mall, something which not many of them will have the opportunity to experience on their own,” said Ms Norma.
This shop also features craftwork of 8 kidspreneurs including children with disabilities. They have produced and upcycled materials like boxes, bookmarks and paper bags.
All products are sold between $2.50 to $1,500.
EMU’s shop is located at #03-24/25 and will be opened today, tomorrow and the day after, 16,17 and 18 December from 12 noon to 8pm.
As a preschool principal, Ms Ida Iryani Ramli is concerned about hygiene especially among her students.
Emphasise on instilling hand washing habit as it helps prevent diseases such as hand mouth foot disease (HFMD).
As to encourage children to like hand washing, mother to a teenager has made soaps with embedded miniature toys.
“I inserted toys like My Little Pony and Pokemon, dinosaur and others into soaps as to encourage children to wash their hands,’’ said Ms Ida, 40 years.
She started soap making about five months ago, however started selling recently under the brand Tiny Elephant. Ms Ida, who likes doing business, before this made and sold cupcakes. After five years of receiving cupcake orders, she switches to soap making because would like to try something new which do not have to face too many competitions.
“I like making exclusive and unique things. It’s like a hobby to me,’’ said Ms Ida.
Based on information from Internet and soap making videos on YouTube, she started making whitening soap for the skin which contain pearl powder.
After seeing the effects of the soap on herself and her daughter, Ms Ida is convinced and produced more range using natural ingredients like essential oils, goat’s milk, vegetable margarine and flowers.
According to her, the process to produce soap takes time – about five hours to make eight bars of soap. She has produced various types of fragrant soap like lavender, coffee, coco and lily.
Currently, she is learning how to make liquid soap and soap for sensitive skin. As for now, Ms Ida selling her soaps which ranging from $6.90 to $10.90 per bar through Facebook and Instagram.
She also rented a space at Enterprising Mums United (EMU) shop at OneKM Mall in Tanjong Katong Road until 18 December as to cater to more customers.
‘’This is the second time, I am selling my products at EMU. At the first pop-up, last September, I sold cupcakes. This time, I am selling soaps. With this shop, my customers have the option to purchase on-line or in-store,’’ said Ms Ida.
Translation by:
Norfazilah Rashid & Norma Wong
Enterprising Mums United LLP 22 January 2017