Meet Sarah, Founder of Domestic Objects

Sarah Jagger, Founder of Domestic Objects

What originally made you seriously consider starting your own business versus working for someone else?

I have been surrounded by entrepreneurs for quite some time. My husband as well as many of our friends are all entrepreneurs – but I never considered starting my own business. When we left Vancouver and moved overseas for my husbands software company, I was on maternity leave, with 2 small children, living in a foreign country and that is where this all came together. Armed with some sewing experience, I was keeping myself busy by working on my hobbies. I love creating things. My husband likes to joke that I’m the “handyman” in the family, but its not really a joke. I am. All the power tools are mine  🙂

Which came first — the idea for your business, or the idea to start one?

The idea for the business came first. It happened by accident actually. I have never been an entrepreneur and had no plans of being one. But an opportunity presented itself and I took advantage of it.

How did you get started? 

The inspiration for the first play tent came from wanting one for my own children. They love to hide in and under things and a play tent seemed like so much fun. I strive to provide them with tools for imaginative and creative play. I searched for one in a fabric that suited my style and for a size and configuration that would work for my growing children while still fitting into my space. I didn’t find what I was looking for, and having a little bit of sewing experience, I decided to make one. When friends and family saw it, they encouraged me to make more. I posted some pictures of ours, with some fabric choices. They were all spoken for within a few days and my business Domestic Objects was born. This was early 2014 and now my play tents are now shipped worldwide and I have a rock star team helping me make our high quality products.

What was the biggest challenge (child-related or otherwise) you faced while starting your business?

The biggest risk is always around fabrics. I search the world looking for fabrics that I think will work for my customers. I’m constantly in fabric markets in the Philippines, Hong Kong, Taiwan and Singapore looking for fabrics. When buying in small quantity it is not a huge risk if I create a few tents that don’t sell because of the fabric I choose. But as my business grew, I wanted to do larger volumes of the same fabric and I started having custom fabric printed. This comes in 2,000 – 10,000 yards bites. So making a bad decision on colors can be a big risk. Luckily I’ve sold everything I have made.

Did it grow easier to balance entrepreneurship with family as your business grew, or did the growth make things harder to juggle? How?

The growth is always a challenge. I’m constantly learning new things as I am new to being an entrepreneur, manufacturing, wholesale, eCommerce and managing a team. As I continue to grow the business I have been able to put more systems in place to help me keep things moving forward. As for juggling family and a business, it can be difficult but I have a good support system around me.  

How many hours per week do you spend on your business? Do you mainly work on your business while your children are asleep, in daycare/school, with another family member, etc?

I work most when the kids are either at school or sleeping. But because my business comes from all over the world, late nights and early mornings are always busy. I’m working about 20 – 25 hours a week depending on what is happening.

Do you think your status as a working mother has helped or hindered the marketing process?

No question it has helped. Being a Mom myself, my products are inspired by my own kids. I see the needs of my family and friends and work to solve those needs. Today, iPads and other electronics are embedded in children’s lives and I wanted to find ways to get them using their imagination, playing with each other, being active and having fun. The Teepees, “Happy Camper” Campfires and lately the Sleepy Slacks all fit into this world of imaginative play. From the marketing side, I think my story helps me sell. My customers are almost always moms who are looking for ways to keep their kids active, off electronics and engaged.

How do you deflect guilt (and guilt-inducing questions/statements from others) about focusing on your business and family instead of family alone?

My business allows me to work from home which gives me lots of time with my kids. I have a very flexible schedule so I can pick up the kids from school, be at their activities while still getting my work done.

How do you balance your own self-care with business and family time?

The best part of being a mompreneur is being in control of my own time. For example, I like to drop the kids off for school and then go for a run. It is not uncommon for me to be answering Etsy inquires or Facebook questions about my product while running.  My fabric shopping trips also give me a couple of days alone to catch up on personal care. I tend to get my nails, hair done, etc when I’m on these trips abroad.

Did any particular Web tool, time management method, organizational method, etc help you achieve success?

Yes. Etsy, Instagram, Facebook, Linkedin, Twitter, eBay, Craigslist, etc are all helpful. Etsy is really a great community and perfect for my business. As for time management I’m big on lists. I’m constantly writing with dry erase pens on my windows at home.

What tips do you have for moms who are considering starting their own businesses or reshaping existing ones?

The best advice I have is get started. There is no “good time” to get things moving. Have a mentor or a group of mentors is always helpful. I have a few people I lean on to help me learn more. If it is manufacturing I go to my mentor in manufacturing, if it is about doing wholesale deals, I go to a friend who has experience in wholesale. There is so much to learn and having a strong group of mentors around you is important. Don’t be afraid to ask questions.

What is next for you? 

I wrote a children’s book and it is available for pre-sale now. The official launch will be early September 2016. It has been a pretty fun process and I’m really happy with how it turned out.