This month, Andi had the privilege of speaking with Lynette Damir.
We are delighted to share the following interview with all of you...

Tell us about yourself ...
I've been married for 11 years to Jeff, my co-preneur, who has many
complementary talents, and has a GREAT laugh. He handles most of the
business side of SwaddleDesigns, and I focus on design, product
development and marketing. I have a nine year old son and a six year
old daughter. Both have a good natural sense for design and offer
suggestions and feedback. It's fun to hear their perspective.
I have a medical background as a registered nurse and I also studied
design at the Art Institute of Seattle. I have had several interesting
careers and have always followed my passions which led me to create
SwaddleDesigns. It is fun to combine two of my loves - helping
people and design. 

SwaddleDesigns® has such an amazing product line.
Where do you get all your ideas? 
The idea for SwaddleDesigns® Ultimate Receiving Blanket® began while visiting families with new babies. I found new parents consistently struggled with learning how to swaddle for two reasons: 1) they did not have the right kind of blanket - it was too small, too thick or too slippery and 2) they could not remember how to make a good secure swaddle. I am an observant person and a problem solver, so after I identified these two problems I wanted to help. I searched the market to see if there was anything I could recommend to these new parents. I was not able to find an appropriate blanket for swaddling.  

So, I designed the Ultimate Receiving Blanket. I pulled from my design and medical backgrounds to create a stylish, functional, multipurpose swaddling blanket. SwaddleDesigns blanket is larger than typical receiving blankets and square in shape. It's made from premium preshrunk soft cotton flannel which is lightweight and breathable. The idea to have swaddling instructions sewn to the edge of a blanket was unique and innovative; it had never been done before, so after discussing my idea with a patent attorney, we applied for a patent. We anticipate our patent to be issued very soon.

We introduced Baby Burpies™ because I thought burp cloths could look more attractive and fun than a boring old cloth. Burp cloths are everyday essentials, so why not have fun and use attractive products for the things you use every day?

Our Baby Lovies™ were introduced after moms told me that their baby had been swaddled in our blanket and fell in love with it. The blanket had become their child's beloved blankie; their lovie, and the moms asked if we could make a smaller version and I said, "Sure!" So our Baby Lovie™ is a little security blankie with textures that little fingers love and style that moms crave.
 
What challenges have you faced as a parent in business?
Balance. Starting and running a successful business is like a dance and a balancing act; to know when to move quickly, breath, and when to pace oneself.  I think my experience as a professional athlete, Mom and a Nurse prepared me well to multi-task, prioritize, reassess and reprioritize quickly. While I always make sure my children are well cared for and that I am available for them, the challenge I have is carving out time for me - typical of many moms. Strict scheduling is not my thing. However, I have found that I have become more disciplined with my time management. 

How long has SwaddleDesigns® been in business?
We launched over 4 years ago. I took a prototype in to a local hospital to discuss my idea. They totally understood the need, and were excited about the educational value of the instructions sewn to the blanket. They purchased 4000 blankets to give as departure gifts for their new parents. After that, my husband said, "I think you've got a great idea for a business!"

We built the business by going to local retailers and our business grew by word of mouth. I do not underestimate the power of the "Mommy Network"!

After we achieved a level of success and we expanded our product line, we got a big break when a Nordstrom buyer decided to carry our blanket in 6 stores. Within several months Nordstrom decided to take us Nationwide and it's been an exciting ride ever since.

Running a business and being a full-time parent certainly has its challenges. Is there any advice you can give to busy Moms and Dads on balancing it all?
I think it is valuable for children to see their parents work, play and relax. They get to see you be flexible, and how you balance it all. I pay attention to how my children are feeling. We talk about adjustments that may need to be made and try different things to help things run smoothly. My son is old enough now to help with some chores around the house. He offers to help by unloading the dishwasher or with vacuuming a room or two.  Sometimes my daughter "works" next to me while I'm at the computer. She draws, paints or plays with stamps. Sometimes we take a break and read a book together. My children also know that there are times when I'm not to be interrupted because I'm working, and I think they are comfortable with that because they know that I will be available within a short time.  

What is your ideal workday like?
IDEAL? Well, that would be me rolling out of bed refreshed, then, leisurely driving my kids to school, working out, answering email, lunch with a friend, doing design work, spending time with my team, picking the kids up from school, having a chef prepare my meals in a maid cleaned house, laundry magically done, the fridge stocked, overseeing homework, kissing my kids goodnight and having some snuggle time with my husband, and going to sleep at 10pm. 

The REALITY is (do you really want to know?): the alarm goes off too early, my husband is often traveling for his other job, I make breakfast, pack 2 lunches, start a load of laundry, quick shower, off to take the kids to school, back to home office, answer email, create a break to work out (this may or may not happen), or do a quick clean of a room, work on 5 projects or more at once - PR, update the website, plan the styling for a photo shoot, work on a new fabric layout, color matching, design work on new product, answer inquiries, solve problems at the warehouse, prepare for a show including booth layout and design, consider sewing a Thomas Jefferson costume for my son's Living Museum book report at school and quickly decide to order one off the internet instead,  have a 2 minute lunch, decide "not this time" to being a substitute volunteer in the kid's school cafeteria, go through household mail and bills, go to warehouse, go through office mail, discuss issues with the operations manager at the warehouse, check quality control, design new office space due to expansion, go pickup kids at school after a quick run to the grocery store, snack, unload and load DW, clean up kitchen, more laundry, help with homework, prepare dinner, finish homework, after school sport or activity, more computer work, bedtime routine for kids, read to them, tuck in with kisses goodnight, do dishes, study inventory spreadsheets and place orders, fold laundry and watch a bit of TV, have a work/kid related discussion with husband via phone, bed at quarter to one.  ACTUALLY, it's not too far from the ideal, just missing the chef, maid and sleep.

What advice would you like to offer other potential parentpreneurs?
I will be honest and tell them it's not that easy, but it can be a lot of fun. I'd also emphasize that you need to be sure your initial product is well designed, and there is a market for your idea. It is important to have something that differentiates your product from others. Do your research, conduct some surveys, make sure your product will sell to your target consumer and retailers. After that, if you still think you've got a great idea, and you believe in your product, and your heart fills with passion and excitement, go for it! Know ahead of time that it will take persistence, dedication and time, and it can be a rollercoaster ride, so hang on and be prepared to steer your way to success.

I think it is important to choose your first employees carefully. They will set a tone for the next employees you hire and you want them to be a good fit for the culture you want for your company. I feel VERY fortunate to have a wonderful team of positive minded, talented and knowledgeable people who support my creative ideas and the philosophy behind my business. They care about the company, they support my standards of quality and they understand that I appreciate the importance of all that they do.

What is next for SwaddleDesigns®?
SwaddleDesigns growth continues to be amazing. AND there is so much growth potential ahead! There continues to be a lot of excitement nationally as well as internationally. I frequently get asked if we will add bedding, because I design the fabrics and customers want the fabrics for their own beds, kids' beds or baby crib bedding. There are many products that are natural extensions of our current line that we can expand into that I think we would have great success in as well. It's important to me to grow our business in a way that ramps in a reasonable way, continues to deliver high quality products that new parents love and have great customer service.

Fun Facts
Favorite romantic comedy …
Singing in the Rain! I guess that is appropriate since I grew up in Seattle! I love to watch Gene Kelly dance.

Favorite self indulgence …
A massage!...but I have no time for that so, wearing my favorite socks…easy to do everyday since I bought a bunch of them!…yes, I'm pretty easy to please!

Favorite foreign city …
It is hard to choose one since there are so many beautiful cities, but I think I'll have to choose one from my honeymoon…Florence, Italy, because of the art, history, great food and fond memories!

Favorite comfort food …
Pizza, Popcorn and warm Chocolate Chip Cookies

Who was your childhood hero?
I have two:  My mom and Dad. My mom, because even though she married at 18 and had 3 children right away, she continued her higher education, empowered herself, stands behind what she believes in and is kind and graceful in all she does. My Dad, because of his amazing contributions to aeronautical engineering and the space program! My parents are still married and are wonderful Grandparents and continue to instill creativity, wonder and ingenuity. They are great role models!