I launched a kids brand

I have written and edited this post too many times to count. And it has probably sat in my draft inbox even longer.

Let me cut to the chase. I have been building a kids brand on the side for two years now and I finally launched it.

The brand is called Chellams. Chellam means darling in Tamil. And these Chellam (darling) dolls are made of plant based material. They are knitted with organic cotton and stuffed with kapok fiber. They come in three different hair and skin tones, and two styles making it a total of six different dolls. There, I said the crux of it out loud!

I don’t know why sharing all that is so uncomfortable for me. Most people would be thrilled to shout it from the rooftops. Me? I am so scared of the criticism that might come my way. So scared that I would rather not tell anyone about what I have put two years of blood, sweat and so many tears into. But launch it I did, and I have finally worked up the courage to tell you about it.

I first opened my site up for friends and family asking them to check it out and make a purchase, only if they felt so inclined.Those who did flooded my inbox with photos of their kids falling in love with the dolls, sleeping with them, taking them everywhere. I thought well of course my friends would share all the things they and their kids love with me - that’s what good friends do!

A couple of weekends ago, I had a tiny pop up to coincide with the site going live and it was at that moment I realized, I need to stop with my fears. Because at my tiny pop-up, I had other moms and their kids learning about the brand for the first time and falling in love with it too. I saw the first kid purchase and hug her doll, telling her mom how it looked like her and I started to cry. It finally felt real. It felt like maybe just because I failed so many times in the process of getting this launched, doesn’t make me a failure. And while my dreams for this brand are pretty small (again goes against how most people would launch a brand), I felt like maybe I am on to something.

Rather than blabbering on about the brand more, why it came to be, what makes it different, I decided to answer the questions I usually pose of other founders and share that with you. If you feel so inclined, check out Chellams! And if you are even more inclined to make a purchase, you can use the code BRANSANDBOBS10 for 10% off your purchase!

And I am really hoping you will be a kind bunch and if you have nothing nice to say, please don’t say anything mean! I am still fragile!

1. Can you share a little bit about your background?

Ekkk - I know this is one of my own questions for the newsletter but I am struggling to answer this without sounding like I'm giving you a run down of my resume. I have a background in clinical psych and was on the path to start my doctorate but felt I needed a bit of a break after work burnout and decided to defer my acceptance. In that time I dove into creative pursuits, understanding clothing design and manufacturing which led me to pursue my MBA instead of PsyD (still think and wonder if this was the right move ALL THE DAMN TIME). After b-school, I started working in brand strategy for CPG, Tech, Fashion Retail etc. But I like to think of myself as both an analytical and creative person so I try my hardest to fulfill my multi-hyphenate dreams throughout my day to day.

Most importantly, I am a mom of a very curious almost four year old girl and for better or worse, my husband and I are constantly in the pursuit of making sure we are providing her with well rounded experiences.

2. What made you want to launch Chellams?

When I found out I was pregnant and started shopping for our baby, I was checking and reading up on everything I could before making a purchase. I desperately wanted to be a minimalist and truly I bought maybe a fourth of the things recommended online. Our space is small and clutter creates so much stress for me that I can’t function. And when it came time to buy toys, I was so frustrated. Everything was plastic. Even stuffed toys were made of synthetic material and the rare ones I might find with a cotton outer still came filled with beads or poly-fill. I just thought there had to be at least a few better options out there. So when I got laid off mid mat leave, I started to think about what it is I would do differently and started down the rabbit hole of looking at entirely plant based toys. I wanted a toy that I could feel good about making, that didn’t exist in the market currently and most importantly would bring joy to my child (and really any child). So I set out on the path to figure out how to make this happen and though it took two years, I am so glad it is now out in the world. Given that the act of manufacturing anything new is in and of itself not the most sustainable thing to do, if I was to do this, I really wanted it to be something differentiated.

3. What do you feel makes Chellams unique?

Even with my business school background and decades of work as a brand strategist, I didn’t build this brand with that lens. I built it as a mother. I built it thinking about what I want to see in this world as a parent. As important as branding and packaging is to a brand, as a parent, I am tired of excessive packaging I have to deal with. I am tired of hundreds of boxes I need to cut down for recycling. I am tired of paying for things that are essentially disposable. So when I thought about how we would design the dolls and the packaging and ship them - minimal was the name of the game. I wanted to reduce as many custom packaging pieces as possible and use the best of what is available on the market and avoid plastic as much as I truly could. When I pay for something, I want to pay for the product I use, not the packaging. I know that is probably blasphemous to say as a brand and marketing person who has helped so many other brands think about their creative direction, aesthetics etc. But as a parent, I am ready to pay premium prices for the actual product, not for the packaging the brand uses that then ends up in a landfill.

I also wanted to be as inclusive as possible in our actual product range. We have two versions of every doll (we have three skin/hair tones) so that kids can find a toy they like. The number of conversations I’ve had with other moms about not being able to find toys or clothing for boys that aren’t trucks or dinosaurs is too many to count so I put that knowledge to use in the product design.

4. What is something you wish your consumers knew or understood about your industry?

Starting any business is hard! And often lonely! And if you are someone like me, you can lose your head in the process of trying to do everything right! I wanted to price these dolls as fairly priced as possible, but even in that process, I didn’t take into account how much shipping and tariff would end up being and felt so stressed afterwards. But I had already landed on a number for the dolls that I tested with my friend circle, and they all agreed it was reasonable. So I ended up accepting that much of this will be at a loss for the business. Profitability just isn't the name of the game at launch.

5. Can you share a little about any exciting launches coming up for Chellams?

I have to lol about this question because it took me 2 years to launch this, and while I am hoping it doesn’t take another 2 years to launch something new, it will be a while before I do. Everything I build for the brand, I want to make sure has a reason to exist. I am working on something right now but I have a very particular vision for it and unless it’s perfect, it won’t come to launch, so really nothing else to say at this point! I am hoping to do some pop-ups keep an eye out for that if you are in the Bay Area!

6. Where can consumers learn more about you/ Chellams?

Our website is Chellams.com and IG (our only social) is Oh_Chellams.

7. A fun one: what is something unexpected someone might find in your bag? Bonus points for a “What’s in my bag” photo!

I recently got a Kodak Charmera camera that now lives in my bag. It’s so tiny and cute and I want to use it to take pics rather than my phone. I have already switched my doomscrolling habit to an obsessive Kindle reading habit and now if I can take fun pics on my Charmera instead of my phone, that will be a huge win. For a full what’s in my bag, check it out here!

Here’s the deal: every newsletter takes me hours to write and edit. It’s a true labor of love and something I look forward to, even if it takes way more time (and tea ☕️🫖) than I care to admit. If you enjoy reading Brands and Bobs, I’d be so grateful for your support.