Mom Invented

Alexandra Merlino was itching to start another business. She had previously owned and operated a desktop accessory business, but decided to close the business after she had her daughter, Helena, and moved to New Mexico.

In talking to many parents about their daily issues, Alexandra kept hearing about daily struggles with clothing -- that kids found their clothing uncomfortable, resisted getting dressed, and in turn created a lot of stress for their parents. After meeting designer Marianne Broughton in a Music Together class with their 2-year-old daughters, the two paired up and started to work on Teres Kids -- a clothing line for kids with comfort in mind.

They invested $75,000 in personal contributions, loans from family and friends, and credit cards, and launched their line of clothing for kids ages 2-6 just a year later.

Ideal for kids with tactile sensitivity, the clothes have soft seams, no tags and very soft fabrics -- the goal was for the clothing to be distraction-free to help keep children happy, engaged and active. Launched in June 2009, Teres Kids' shirts are currently available in specialty stores and online, and Alexandra says the company is on target to bring in $275,000 in gross sales this year.

We caught up with Alexandra to learn more about bringing a comfortable kids’ clothing line to market…

Mom Invented®: What was your 'aha' moment when it came to starting your business?

Alexandra Merlino: After talking to so many mothers about the challenges of dressing their children, I contacted my friend Lindsey Biel, a prominent therapist specializing in sensory integration issues and the author of Sensory Smarts. Lindsey talked to me about "tactile sensitivity" and "tactile defensiveness," and the varying degrees to which kids can be affected by tactile sensitivities. It was this conversation that was my 'aha' moment.

What is your background and how does it relate to your company?

Teres Kids Founders Alexandra and Marianne

I'm an entrepreneur at heart. I owned and operated a successful desktop accessory business for fifteen years in which I designed products and coordinated manufacturing with several village cooperatives in India. Being in charge of creating, manufacturing and sales, I traveled a lot. When my daughter Helena was born, my husband and I decided it was time to close Authentics Home and turn my focus closer to home.

What surprised you most about the process of starting your business?

My previous business was my own venture. Although I worked with many people to make the business work, ultimately it was my call. In Teres Kids I have a partner and we sometimes disagree. At times it can be uncomfortable, but Marianne and I work the disagreements out in a way that has strengthened our partnership. This has been a great surprise and incredible learning experience for me.

Who has been your biggest source of inspiration?

Children wearing Teres Kids clothing

Learning was always my biggest source of inspiration in the past, but now I have to say that it's my daughter, Helena. I feel like her happiness and success depend in part on my happiness and success. We, her parents, are her most powerful role models. We strive to have balanced lives and to thrive in family, career and fun. Knowing that my actions make an impression on Helena keeps me true to myself.

What process did you follow to develop a prototype?

We did a lot of research. What type of seam would be the softest, what type of tagless option is most viable, and what type of fabric is softest and durable. Then we created our samples.

How did you determine your product's marketability?

Research! Talking to mothers, talking to occupational therapists, and researching the market.

What has been your greatest success or high point with your product?

Alexandra and her daughter, Helena

We are proud of our products. They are very good! In the development phase of a business you assume your product will be fantastic but never really know until you've sat with it for a while.

How have you managed to juggle the roles of business owner and mom?

This is a tough one. I am not the kind of mother who can talk on the phone while interacting with my daughter. I make up for lost time at night so it's really my sleep that suffers.

What kind of support system do you have in place personally and professionally?

I have a wonderful husband who also happens to be an amazing father.  He too is an entrepreneur, so together we have a lot of flexibility. Professionally, my partner and I have distinctive roles within Teres Kids, but we can and do switch roles whenever someone needs a break.

What advice would you offer other moms developing their ideas?

Let all your ideas out! Don't feel silly or embarrassed, let them out!

Thank you for sharing your story, Alexandra! If you'd like to learn more about Teres Kids, visit TeresKids.com. And if you have a great story to share about your product or business, we'd love to hear it!

Tagged as: children's products, clothing business, featured mom, mom business owner, mom entrepreneur, product business, startup business