Some advice from a new brand to a newer brand - and how established brands can serve the industry by talking to them.

I by no means belong here as a brand owner in the juvenile product industry. I am a retired fashion designer turned dentist. I have no background in engineering, no degree in business or marketing, and my family has no hands in this industry. The juvenile product industry and its associated safety organizations intimidated me. The rich history of research that built the platform of standards and regulations that guide product design and keep our children safe was, to me, a walled garden of knowledge to which few had access, and those few held the responsibility of protecting children from substandard products.

And there I was. A dentist with an idea. Unsure how to acquire the knowledge in that walled garden. Manufacturers refused my calls. Designers took my money but provided no guidance. Engineers had me deferring to them because of their extensive experience… as they often reminded me. But I had an idea. And I didn’t like being ignored. And I really didn’t like being underestimated. I had an idea, but I also had the confidence of someone outside her lane.

And if you’re a small company, chances are you feel similarly unwelcome. This article is here to welcome you, provide some perspective and some advice, and to remind the big companies why it is important that we, large and small, open our arms and the door to new people and new ideas.

What Led Me Here

Every small company has an interesting story as to what led them here. Most are parents who, through experience, have developed a much-needed or much-wanted product. What led me here is fear.

Early in my dental career, there was a traumatic case I studied - the first thing I knew about the case was that a child had been injured, and that injury resulted in a disfiguring scar that would extend from the corner of the child’s mouth. It was a difficult image to look at. I learned that the child had suffered an electrical injury by sucking on the end of a plugged-in USB charger.

Years later, this image jolted back into my mind as I ran to release a USB charger from the grip of my 10-month-old as he was attempting to put it in his mouth. I knew at that moment the trauma that it could have caused. And I soon had an idea as to how to prevent it.

Tearing Down the Wall (A How-To)

As any mom knows, if our goal is to protect our child, nothing and no one can stand in our way. Even with all these larger-than-life backs turned to me, even feeling as though the walled garden of knowledge was inaccessible.

The idea was simple. But as you likely know, nothing is simple about translating an idea into a product and bringing that product to market. Especially without supporting facts and supportive people.

So I went to work gaining the support, of both facts and people.

First came the research. Accessing Standards is expensive. I capitalize Standards because it became a sacred text to me. They should not be expensive, but they are. The requirements that define a product as safe should be readily available to anyone interested. Even if I had the budget to spend on this, I didn’t even know which Standards to purchase. The wall of the garden felt like it was made of gold.

My first call was to JPMA . They represented to me the parent of brands in the juvenile industry. I believed them to be the source of guidance, care and education. A recognizable symbol of respect and trust. We didn’t have a budget to become a JPMA member at this point, but I reached out to them anyway.

Not only did they respond but they also showed care and interest, as a parent would. And they guided me to resources like ASTM . So I called ASTM and gained insight into my search for Regulations and Standards. They further directed me to the CPSC . The CPSC was a wealth of information, instructing me how to access their data , and that of SaferProducts.gov and the NEISS database , all resources where I could develop my research. The CPSC went on to provide a very valuable statement about the dangers of USB chargers. With the confidence gained in my mission to make parents aware of this hazard, I approached similar outlets in the UK (Royal Society for the Prevention of Accidents) and Canada (Electrical Safety Authority) and received impactful responses from all of them. I now had statements from authorities in safety. I had my data compiled from government resources. All of this I did at no cost. 

I breached the wall and in doing so realized there was a door right in front of me… and it was unlocked… and it was free… I just had to knock.

The Barrier Between Conceptualization and Actualization 

Armed with facts and stats (and a mother’s conviction), I was now ready to raise awareness and get a safe product out there to mitigate the danger. But as it turns out, facts and stats (and conviction) were just the tip of the iceberg. I didn’t know how to launch a brand in this new retail environment where e-commerce is queen. I had so many questions, from the bigger ones like whether to approach brick-and-mortar retailers (and how!) to the smaller ones, like how to get UPC codes . These might seem like small details to those in the industry, but the lack of familiarity to someone looking in from the outside was daunting.

I needed advice. So I made a list of all my contacts - I reached out to anyone who was affiliated with retail or anyone who may have contacts in retail. And what I learned was that the vast majority wanted to share what they knew or connect me with someone who would. From a friend who knew a patent attorney, to a fashion designer who built a 500 million dollar brand. From the son of the manufacturer whose dad would not return my calls (but knew someone who would), to the CMO of a brand management powerhouse last valued at almost $13 billion. From a TikTok influencer mom hell-bent on advocating for better child safety regulations, to a man helping to make reforms and change the scope of government-regulated policies and acts in electrical safety. The list goes on.  Each conversation gave me valuable insight, another brick in the wall if you will, that allowed me to keep building on this vision. They became my potpourri of mentors who continue to support me.

Was asking for a conversation uncomfortable? Often, yes. But in health and in work, there’s rarely progression without discomfort. And conversation after conversation I realized a few things: I could do this. I was needed here. I belonged here.

Before I knew it I had a solid foundation of knowledge and structurally sound walls of support. Which led me to the resources that brought my concept to creation, and the creation to market. And what I learned was that building a company on such solid infrastructure would lead to good results. And eventually, I was in a position to become a member of JPMA and ASTM, which would provide me with even more resources to grow and participate.

How to Grow a Garden

I’m still new here. And those conversations continue. But now I often find myself on the other end of these chats. New small brand owners reaching out in their first steps to nourish their vision. And I always say “yes” to a conversation. I believe it’s passing forward what others have given me. And aside from sharing what has worked for me and my suggestions for budgeting wisely, the most important piece of advice I find myself giving them is to continue having these conversations. With anyone and everyone. Whether it’s another brick in the wall or another stone for your path or another member of your village. However you analogize it, it’s the support you need to effectively bring your idea to fruition.

To the established brands reading this: I urge you to take the call, respond to the email, and set aside even 15 minutes to give someone insight that allows them to move forward, feel included and contribute to this industry. To innovate and stay relevant, fresh perspective is necessary. The garden can not grow if it remains walled off.

What Unites Us. And Why I Do Belong Here.

At the end of the day, I think everyone in this juvenile industry pond, minnow or whale, can agree that what motivates us the most is hearing we've made a positive contribution to the life of a parent doing the best they can to keep their child healthy, happy, and safe. For me and my company Geddy’s Mom that means hearing from a mother that our product made it a little easier for her to parent while working from home. Or a dad who found his child sucking on his charger and now has one less concern by having Watch Your Mouth locked around it.

We found our place within the garden, our bearings in this community, and the support it has to offer. Which is helping to propel the launch of our second innovative product that we anticipate will have a large impact on child safety in homes and schools. We are looking forward to growing with you and nurturing the seeds of ideas of others.

Sarah Shell, DDS

Co-Founder & CEO

Geddy’s Mom