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meet the mums finding success in business


2011 Bio-Oil AusMumpreneur of the Year

Anita Lincolne-Lomax


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e’re thrilled to bring you our latest Connect2mums magazine! Whether you’re a working mum, a stay at home mum or a mum in business you’ll find mums like you making new friends, building relationships and chatting about everything from babies to business, the bedroom and beyond at Connect2mums! Connect2mums is a place where you can read articles, join discussions, come along to our hilarious live chat parties and enter great competitions! At Connect2mums we provide great support and information for mums with a range of regular weekly columns including the Diary of a Mumpreneur, Connect2Fun and Connect2Happiness to name a few. Our members say Connect2mums is one of the most welcoming and friendliest sites they’ve experienced! It’s free to editor’s image by join and its a whole lot of fun! Connect2mums is also home of the AusMumpreneur Awards and Mumpreneurs Conference which celebrates mums in business and are held each year. We also publish a monthly online magazine filled with articles, interviews and inspiration. There’s something for every Mum! So come and join us, we’d love to see you there!

Peace & Katy

Peace Mitchell & Katy Garner Editors


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connect2mums magazine Editorial Peace Mitchell & Katy Garner Layouts Catherine Nolan-Biondic Advertising enquiries Contact us 0431 615 107

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AusMumpreneur Awards Platinum sponsor Being the No.1 selling skincare product in 13 other countries is one thing, being the No.1 selling skincare product in Australia today* is reason to celebrate! Bio-Oil® is the hardworking brand that has fast become the ‘must-have’ skincare product for mums. Despite many competitors launching in the market, Bio-Oil® has maintained the No.1 selling skincare product status for over 4 years with most Australian Doctors recommending Bio-Oil to their patients to help improve the appearance of scars and stretch marks, it’s the multi-purpose nature of Bio-Oil® that has made it a favourite skin care product for Australians.

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2011 Bio-Oil AusMumpreneur of the Year

Anita Lincolne-Lomax Babes in Arms

reality when they are driven by passion and determination and the desire to provide a great future for our children because, at the end of the day, this is why we do what we do – we love them so much,” Anita said when accepting her award.   “What started as a personal passion for baby wearing, enjoying being hands free during the day while providing a nurturing space for my child, has led to an amazing amount of challenges and rewarded me more than I ever could have imagined when I started out. Anita Lincolne-Lomax accepts her award Image by Solitary Photographic Babywearing expert, national distributor and online retailer, Anita Lincolne-Lomax from Babes in Arms was named the 2011 AusMumpreneur of the Year at the Bio-Oil AusMumpreneur Awards in Sydney. Anita, who has recently welcomed her fourth child, sourced the best baby slings and carriers from around the globe to build an expansive babywearing range that promotes a baby’s natural desire for closeness, but solve a parent’s need to be hands-free.   Starting with flagship product the ERGObaby Carrier, Babes in Arms has researched and tested baby carriers and slings and added Peanut Shell and Breeze Baby, challenging common perceptions and demonstrating that babywearing can be enjoyed, not just endured, beyond infancy.   Anita Lincolne-Lomax, from Hobart, was recognised as the Bio-Oil AusMumpreneur of the Year at the Sydney ceremony on Saturday night that concluded the Connect2Mums Australasian Mumpreneurs Conference.    “There are not many of us who run this crazy gauntlet between family and entrepreneurial business. The journey can sometimes feel like you’re running in the dark, but we’re walking testaments that women can fuel ideas into

Winning the AusMumpreneur Awards is perfect timing for Anita and the Babes in Arms team to highlight the world-first celebration Australian and New Zealand Babywearing Week in October. In a pram-dominated culture, Babes in Arms has successfully raised awareness about the ancient wisdom and benefits of babywearing that promotes a peaceful start to life for new parents and their baby. As an industry expert, Babes in Arms is both a national product gateway and an educational resource for parents, retailers and health professionals alike. For more information on Babes in Arms go to For more on the AusMumpreneur Awards and Conference visit

Congratulations to the winners of the 2011 Bio-Oil AusMumpreneur Awards!

Bio-Oil AusMumpreneur of the Year Anita Lincolne-Lomax, Babes in Arms

Best Eco-Friendly Business Catherine Langman & Michelle Fowler, Cushie Tushies

PBC Expo Rising Star Lisa O'Keefe & Stacey Clayton, Koolaman Designs

Best Design Business Lety Kemp, Fancy Little Me!

Toddlers to Teens Emerging Mumpreneur Rhian Allen, Lose Baby Weight

People's Choice Awards Best Product Award Rebecca Mugridge, The Pram Diet Book

Super Sprout Best Service Business Kim McGann, Blush Brides

Servcorp Customer Service award Rhian Allen, Lose Baby Weight

Koolaman Designs Product Innovation Brooke Nicol, Breast Mate by Oogy Baby

Best Blog Award Katrina Springer The Organised Housewife

Best Service Business Karen Gunton, build a little biz & Gayle Williams I will Invitations Best Boutique Karen Gardner, For Eva Lilah Handmade Mumpreneur Kate Marshall, The kids room by Kate Favourite Children's Fashion label Heidi Kearns, Me2Designs

Blogger Spotlight

Jody Allen Stay at home mum

The secret to living on one wage

I’m a SAHM of two boys (a year apart – oops!) and I write a blog for both my Facebook Page and Website (www. Stay at Home Mum – The Secret to Living on One Wage. I was a Personal Assistant for 15 years before giving up work to have my first child four years ago. I’m never one to ever sit still – during the last four years I owner-built my own home which is a reproduction of a homestead built in 1850. The house came in $200,000 under budget due to shopping around, haggling and generally being a tightwad! I love living the frugal life and I love talking about it! There’s nothing better in the world then being at home with my kids and enjoying a blogging career at the same time! I’ve been a SAHM for four years – although I have taken on the odd one day a week job during that time. I like keeping my mind active and I like being busy! In saying that – I love being home with the kids and I would never sacrifice time with them for a full time job. What do you love about being a SAHM?

Well there is all the usual things, seeing your children grow and not missing a minute…. But I also really love having the time to smell the roses and enjoy just being at home, pottering around the garden, trying out a new recipe, painting that wall, concreting that driveway…. After working full time since I left school, it is really nice to have that break from full time work and get some work done at home! What is the hardest thing about being a SAHM? The monotony of having the same jobs to do everyday (dishes – I hate dishes….) and not having surplus money from a second income to do things like holidays – now we have staycations! What advice do you have for expectant Mums thinking about staying home? Try learning to live on one wage the second that second little blue line appears! It takes time to get used to living frugally – and the sooner you can adjust – the better you will be at it – and the longer you can stay home! Also think long term – can you do some study whilst your at home – or start your own home business? With the internet – women really can have it all!!!! Tell us about your blog: I started my blog in January this year via Facebook Page (which now has 37,000 followers)…. I wanted to start a forum for other Mums out there that wanted to stay home with their kids, but didn’t know how to financially achieve it. We share recipes, tips,

and ideas on how we can save precious dollars. It’s very simple advice – no rocket science – that every stay at home mum or dad can do. What was the inspiration behind your blog: I had a friend that really had it all – a lovely home, a beautiful car, a no-expense spared wedding – everything in the world that money could buy, whilst my hubby and I were putting every cent into our tiny little two bedroom renovators delight and going without everything just to afford it. I just couldn’t work out how she did it, until I realised she was in debt up to her eyeballs with five maxed our credit cards and a defaulted mortgage – she lost everything because she wanted everything NOW! I grew up learning the basics of how money works very early on. My fathers is a self taught financial guru – I must admit even now he is more financially adventurous than I am! I got my first job at 14 years old – and from then on paid my own private school fees, bought my own clothes, paid for my own car… My parents used to borrow money from me – which I’d lend them – with interest!

What do you love about being a blogger: I get a kick out of the fact that nearly 30,000 people want to read about my tightwad ways – I used to be embarrassed about them, now I’m as proud as punch! I want others to be tightwads too – because it really will set them up for life – and their children! What advice do you have for other Mums interested in starting a blog: Find a topic you truly love talking about and stick to it, because guaranteed if you love talking about it – someone else will love reading about it. Facebook is a great tool to use to start blogging – and it’s free! Be consistent – blog every day or every week – even if you don’t feel like it! Don’t be disappointed if you don’t get many followers for months and months – I nearly closed my blog down at 170 people because my numbers dropped – a week later I had 5,000 likers! You just never know….

Read more at Jody’s blog at

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Home of the AusMumpreneur Awards AusMumpreneur Conferences “Success is by association. Being a part of Ausmumreneur Network has put me in contact with some amazing successful women in business. Women I learn from, get inspired by and work together and build strong lasting relationships to help eachother grow our businesses. I have had great support from Peace, Katy, Jayne Day and many more mums in the network. It’s the network to be part of if you want your business to succeed!” Melissa Groom - Host/Producer Toddlers To Teens Parent TV Show “I love being a member of the AMN. I have found the connection and supportiveness of Peace and Katy and all the members to be amazing. There is a real sense of community and nurturing among the members who are always there to bounce ideas off, offer suggestions, and advice. The information and resources at the AMN are invaluable and provide a great source of information for all areas of business and beyond. I have no hesitations in recommending the AMN to any budding Mumpreneur, it will be the best decision you make!” Jodi Gibson - Authour “Mum to Mumpreneur” “What a fantastic resource and lovely group of like-minded mumpreneurs. So rich in empathy and a wealth of information and knowledge sharing, I recommend anyone who is in business to join.” Michelle Stapleton - Modern Cloth Nappies at SHP *A study conducted at the Queensland University of Technology in 2010 found that just under half of all smallscale business start-ups in Australia were founded by women. When it comes to starting up their own ventures, women do so at twice the rate of men, according to BankWest research released last June. 2011 Huggies Australia research found that 75% of new mothers had considered starting their own business.


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Meet the Mums finding success in business Melinda Super Sprout

I spent 20 years in the corporate workforce before joining Super Sprout 2 years ago. My basic experience is in corporate and strategic planning, corporate governance, business and market planning and market research. I worked both in private enterprise and government and essentially loved what I did creating positive change within medium to large organisations. The Super Sprout brand is actually owned by a company called Juices International, a business my father set up about 7 years ago. This company has a fantastic product but needed extensive work on the business in terms of brand development, business planning, an overall strategy and development of target markets.

In a complete change in work direction, I saw this as an exciting opportunity to build a business from the ground up and to launch a new product into the marketplace. I was delighted to join my father’s team. Not only is Super Sprout a new product range it is a whole new concept in food and therefore greatest challenge is educating the market on all the wonderful applications of the Super Sprout product range in every day cooking and your favourite recipes. Essentially Super Sprout is an exciting range of 100% pure fruit and vegetable powders which are easy and convenient to use and can be added to your favourite food any time you need to quickly and easily boost your daily level of nutrition. They are just as good as eating fresh fruit and vegetables as the gentle freeze dry process locks in all the nutritional goodness. There are 10 varieties: Broccoli Sprout, Wheatgrass Sprout, Barley Grass Sprout, Beetroot, Carrot, Apple, Lemon, Ginger, Blueberry and Strawberry. Fantastic for fussy eaters! Real food, purity, making it easy for people to eat well, health and wellbeing in a completely natural and simple way – these are all the ideals behind Super Sprout. We do not make complex blended powders with outrageous claims. We make beautiful pure powders with nothing added so you can mix and match and add to your food to your individual taste. The top of the nutritional tree is broccoli sprout powder. Broccoli sprouts are one of the most nutritionally valuable foods you can eat. These sprouts have been linked to many forms of healing and health benefits. My father is 81 and still working full time running a myriad of different businesses, and he has always been greatly interested in maintaining his physical and mental health in peak condition. Much of his reading and research led him to the wonder food of broccoli sprouts, and he set about sourcing seed and growing these sprouts in bulk. Broccoli Sprouts are at the foundation of Super Sprout as they are typically expensive and difficult to grow, but with Super Sprout’s unique growing system we have found a way to grow sprouts in bulk maintaining the highest quality and still provide excellent value for money.

Melissa Groom Toddlers to Teens

Toddlers To Teens Parent TV Show is a free resource for parents. Our website hosts nearly 300 videos on various topics to help parents in their everyday life. Topics range from bedtime and toilet training solutions, to organising tips, finance tips, parenting advice, behaviour management techniques, health and fitness tips, and business tips. You can watch the videos in your own time. I also interview mums and dads in business and we do promotional video ads for businesses plus have an online magazine with some great articles to help parents. Our aim is to support and advise parents. Not everyone has a support network. They may live in an isolated area or look after children with special needs, or simply work full time and juggling being a mum. Our experts on our panel are all mums juggling business and a household. We believe we can ease the stress by sharing our strategies and techniques. We will be realeasing an Ebook on our 1st Birthday the 1st November called “How to Create Harmony in the Home.” All of our experts have contributed and it will be another resource to help parents.

The inspiration behind my business was my 3 children. Nicholas is 12, and has a life long kidney condition. He underwent a successful kidney transplant on the 6th September 2010. Grace is 11 and anaphylactic, and Matthew is 9 and has Aspergers and ADHD. My goal has always to be a stay at home mum. When I separated from their father when they were all under 6 I knew I had two choices. One was to live on Centrelink and live a life on struggle street, or the other was to find a way to support my family and give us a great life. I chose to retrain and educate myself and find a way to have a business that I could run from home or anywhere so I could be there for my children. I surrounded myself with entrepreneurs and embarked on a massive learning journey. Going to the launch of Connect2mums was a big catalyst for me to take the leap of faith to Entrepreneur.

Meet the Mums finding success in business Stacey & Lisa Koolaman Designs

Koolaman Designs is the highly successful brand owned by sisters Stacey Clayton & Lisa O’Keefe. In four years, these inspirational ‘best friends’ have delivered to the market a product that is sought after both domestically and internationally. This year the Koolaman Team have struck gold literally and expanded their product range to include both handstamped gold and silver with character jewellery. Their signature pendants are a popular choice for ‘anyone’ celebrating a special occasion or milestone such as the birth of a child or an anniversary. The pieces are proudly being worn by everyone from stay at home Mums to celebrities and look just as stylish and appropriate with a track suit as they do with your favourite little black dress.

The sisters manage their business from their respective homes, despite being 450km apart. Lisa lives in outback NSW and Stacey in rural Victoria and between them they have 6 children, 2 husbands, 3 dogs, 1 cat, 5000 sheep, and hundreds of special memories of time shared together.“As the drought continued, it was our turn to step up and help with the family finances as our family farming enterprise faced huge financial pressure. We both had young families and knew we need to find a career that best accommodated our kids. The drive for our business was nothing too greedy, just to pay for our groceries each week, and working from home so we didn’t have to pay for childcare. Apart from the financial need for the business, there was the underlying business aspiration for us to have a life outside the station gates, whilst still enjoying the luxury and joy of being stay at home Mums.” Lisa O’Keefe

Meet the Mums finding success in business Shelly My colour cup

Shelly Zimmerman originally from America, moved her family to Australia in 1993 for work. She has four kids (9 to 21), a husband, a daytime job and a startup business which keeps her constantly busy. Having a large family brought many challenges involving space, organization, ownership, and responsibility. She solved one of her problems by inventing a cup that changes names. The idea came to life when one night she called all the kids for dinner and asked them to bring the cups they were using to the table. They all walked past several cups on the kitchen counter and grabbed a new one from the cupboard. But, she didn’t set out to create a product; she set out to train her family on how to reuse the cups they already were using. For all those who stumbled here enter “friendchip” on the order page and get 10% off a set of cups.

Cheryl Tittle+Tat

Founder, handmade product enthusiast and mother of two, Cheryl Forster says, “I don’t want my children to grow up in a world of mass produced sameness and this, along with my passion to support other crafters, artists and WAHM’s (work at home mums), inspired me to create Tittle + Tat.” Tittle + Tat is the exciting new online collective marketplace for buying and selling exclusively handmade and or individually designed children’s goods. Cheryl says, “Tittle + Tat was conceived out of a love for all things handmade”

“Handmade and individually designed products have soul, they have a story and are infused with the care, attention and creative energy of a person who was mindful of the importance and origin of the supplies they used.” At Tittle + Tat we don’t mind if you are a Tattle Tale Tit, so tell as many people as you like about us. We promise your tongue won’t split!

Ronnie Bambino Brands My name is Carlie. Bambino Brands was born one morning when I, (a self confessed online bargain hunter addict), made a frustrated comment about the difficulty of finding good quality, reasonably priced baby/maternity products online. Ronnie (my husband), seeing the opportunity of an online business, and a way to save ourselves and other parents hundreds of dollars, jumped into action and a short time later, www.bambinobrands. went live! It is our mission to offer to our members premium, sought-after baby and maternity products at an affordable price and our promise is to save parents up to 80% on brand named Boutique Baby and Maternity products.

Meet the Mums finding success in business Cath Cushie Tushies

Cushie Tushies is owned by Aussie mums Michelle Fowler and Catherine Langman. Back when Michelle was expecting her first child, she was keen to find the best products for her new baby. After much research, she decided when it came to bubba’s bum, she really wanted the benefits of cloth nappies but the convenience of disposables. At the time, there weren’t many options – she was looking for a one-size design that was absorbent, easy to use and colourful. So she got crafty and created her own! They were such a fun and effective product that word spread and she was churning out nappies for family and friends. Our ground breaking new Chameleon nappy system has several new features that really set it apart, making it truly adaptable to the changing needs of your growing baby and busy lives! Cloth or disposable? Or both? With the Chameleon, you can choose what suits you best! Our unique ‘hybrid’ design means the same nappy cover can be used with our cloth absorbent boosters or our 100% biodegradable disposable absorbent inserts. Depending on your individual and changing needs, you can switch between both options!

Nadine Nature Within

Nadine Hall is the owner of Nature Within and mother of Liam and Emily. Having 3 family members with Eczema, Asthma and Hay fever and knowing the financial and emotional costs associated with these conditions, Nadine was upset at the lack of skincare products available for eczema, as most contained either synthetic fragrances or essential oils, which is not recommended for babies.

So Nadine spent 3 years researching eczema, studying aromatherapy and cosmetic chemistry while developing a TGA listed eczema cream combined it with a range of unscented, hypoallergenic skincare and finished the range with the soothing properties of bamboo sleepwear. Nadine is so passionate about eczema she stays informed of all the latest research, attends eczema workshops and makes it available for other mums through her articles, facebook and blog. Education is the key in managing and living with eczema.

Hazel Assisting you virtually

Hazel Theocharous is a VA and Outsourcing Expert and through her business, Assisting U Virtually she virtually assesses, assists and answers the needs of admin in businesses.

Every business (large to micro) has a need for admin assistance and as it can vary, Hazel takes pride in working with each business personally to ensure that the right level of service is provided. Whether it is creating the initial systems in your business, or needing someone to look after your office whilst you take a break, Assisting U Virtually can and will ensure that your business is looked after. How have we recently assisted three of our clients? ~ reformatting of a document into a required specialised format; ~ data entry of business cards and then upload of the spreadsheet to the enewsletter program; ~ set up of an office procedures manual which enabled a complete bible of systems. Assisting U Virtually provides a full administrative backup to all businesses, large or small.

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Which is our most Child-Friendly city?

Sydney or

Melbourne? I have 2 beautiful daughters – one born in Sydney (now 3 years old) and one born in Melbourne (now 10 months old). Grandparents other immediate family are spread across the country and in fact across the world so anywhere I go my kids go too. If I need to do something for myself … get a haircut, have coffee with a girlfriend or even make an emergency appointment at the physio … at least one of my kids come too! Having lived in both Sydney and Melbourne recently with small children I figure this leaves me in a pretty good position to have a view on which city provides the most child-friendly businesses! For me, child-friendly starts with a good customer service attitude but it has to be much more than that. I want a business to go out of their way to make it easier for me to bring my children with me for example a box of toys, a high chair or some crayons and paper.

Child-Friendly cafes are the most frequently sought our business in my life and I have to say Melbourne wins hands down as being most child-friendly for eating out in my book. I have been so impressed by how many cafes go to the effort to be child-friendly here in Melbourne. Anytime I went exploring a new suburb I was guaranteed to have a choice of child-friendly eating options. I will really miss that when we return to Sydney. It is clear that Melbourne’s reputation for great food and coffee is something Mums and their kids can enjoy too. Sydney, however, gets the thumbs up for Mums & Bubs fitness. My second child was born a few months after we moved to Melbourne. We moved to a beautiful bayside suburb filled with young families so I was surprised at how difficult it was to find Mums & Bubs fitness groups in my area. Not being a fan of going to the gym (which often have crèche facilities) meant my postnatal exercise options were very limited. In Sydney I was spoilt for choice when I had my first baby.

I have been so impressed by how many cafes go to the effort to be childfriendly in Melbourne.

So which city would I say is most child-friendly? I am going to sit on the fence here (sorry!) … both cities have some wonderful child-friendly businesses available for Mums to ensure you can still look after your needs even if you need to take your children with you. I have really enjoyed our time here in Melbourne and feel very grateful for how childfriendly it has been but I am also very much looking forward to going back to Sydney.

Linda Anderson is the founder of Mums on the Go™, an online child-friendly d i r e c t o r y covering Sydney and Melbourne. Linda has a long history of supporting and empowering people – particularly mums – all across Australia. To find a child-friendly business near you visit:

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Connect2mums Magazine Issue 4  
Connect2mums Magazine Issue 4  

In this issue we meet AusMumpreneur of the year Anita Lincolne-Lomax, chat with blogging sensation Jody Allen, find out whether Melbourne or...