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For entrepreneur Assie Khoussa, the boundaries between work and private life are virtually nonexistent. A few of this industriousness comes from necessity – working a child model as a single mom isn’t any simple feat, requiring Assie to be in work mode 24/7. However, the success of her small enterprise additionally stems from Assie’s capacity to point out up as herself one hundred pc of the time. In reality, Eizzy Child originated due to the entrepreneur’s relatability.
“Eizzy Baby really started from me sharing things that I was using every day with my son and thinking nothing of it,” Assie stated. “I was going on my personal page on Instagram, sharing ‘I just got this snack cup,’ And then all my parent friends were like, ‘Wow, where did you get it from?’”
In 2020, amid a pandemic, Assie formally launched Eizzy Child and began promoting silicone bibs, snack cups, and suction plates, amongst different objects. A core tenet for the model is to supply sturdy and unhazardous merchandise that make mother and father’ lives simpler and easier. And whereas Eizzy Child has seen quite a lot of success, it hasn’t at all times been a straightforward street for Assie, the small enterprise’s one and solely worker. Nonetheless, two years in, Eizzy Child has already gained over tons of loyal prospects.
For those who ask Assie what her recreation plan has been, she’ll inform you that there isn’t any grand technique she follows. And that’s what’s most refreshing about Eizzy Child – its progress can principally be credited to Assie’s authenticity. She’s simply related along with her prospects by means of Instagram by sharing her personal experiences as a mom, utilizing only a few paid promoting and advertising efforts.
This realness seeps into all the things Assie does and is a giant purpose why she resonates with so many, together with Tracy Jabbal, certainly one of Eizzy Child’s longtime prospects.
“To support a real person — you get such a different sense of [Assie] and how she’s taking care of [her son] Noah and wants to do good for herself and have a productive, successful business,” Tracy stated.
And whereas Assie’s actuality as a single mother and small-business proprietor might not at all times be image excellent, the entrepreneur has no intention of filtering herself.
“Instagram tends to be so perfect,” she stated. “I live more of a TikTok life where it’s raw, uncut, unedited.”
At first, Assie wished to promote diaper baggage. She ordered a ton of stock and thought prospects would purchase up her merchandise like hotcakes…till they didn’t. This preliminary miscalculation didn’t cease her, nevertheless.
“I always had a lot of grit,” Assie stated. “I don’t really take no for an answer, especially when it’s something I want in life. So I just picked back up and tried something different.”
She remembered particular objects that she had casually shared on her Instagram Tales – together with child plates – that appeared to resonate most along with her followers. This catapulted what would develop into Eizzy Child, however there have been nonetheless some hurdles Assie needed to overcome. Particularly, the entrepreneur wished that she trusted herself extra when Eizzy Child was in its infancy.
As she obtained her model up and working, she encountered advertising and PR companies who tried to persuade Assie they’d Eizzy Child’s finest curiosity at coronary heart.
“When I first started, I was believing in everybody that came to me, and was like, ‘hey, I can do this for your business. And I could do that.’ That was hard for me,” Assie stated. “I lost a lot of money that way.”
Shortly, nevertheless, Assie discovered to depend on herself, and to today, she manages each side of Eizzy Child – from advertising to purchasing to customer support – on her personal. As an entrepreneur, she’s additionally resourceful and takes benefit of free coaching at any time when attainable, like when she just lately participated in a stay web site audit that Shopify supplied to small companies.
Ultimately, Assie was in a position to rent her first worker, who helped with Eizzy Child’s social media and weblog. Nonetheless, within the spring of 2022, the enterprise slowed down, and Assie needed to reduce and let her first worker go. This additionally coincided with Assie’s birthday and a time when the mother and enterprise proprietor was feeling extraordinarily burned out. Whereas this second was irritating, the entrepreneur picked herself again up.
“I just gave myself grace… I allowed myself to fall,” Assie stated. “And then go back to figuring out how I can be more creative and give myself the okay to continue to show up as myself.”
With almost 5,000 followers, Eizzy Child’s Instagram account is the place Assie connects along with her prospects probably the most – normally on Instagram Tales or by means of her many Reels. For Tracy, Assie’s depiction of sure parenting conditions – just like the wrestle of hiding snacks out of your youngsters – was simply one of many causes she grew to become a fan of the model.
“[Assie] does a lot of really funny, super relatable Reels and polls,” Tracy stated. “And as a mother, I can really connect to that. You get this feeling she’s such a genuine person.”
However the entrepreneur additionally makes use of social media to gather buyer suggestions and opinions on new colours and designs for her snack cups and bibs. She’s even joked that she owes all her Instagram followers a sure share of the earnings since they’ve helped form so many Eizzy Child merchandise. On this manner, Assie has been constructing in public and together with her neighborhood in on her small enterprise’s journey.
And Instagram just isn’t the one platform the place Assie has cultivated this sort of relationship along with her prospects. She’s additionally used Fb Teams, particularly parenting ones, to attach with like-minded people. By becoming a member of these on-line areas, Assie has been in a position to community with mother and father and introduce her model as an answer to a few of the challenges they face. This aligns along with her aim to create merchandise that can in the end assist mothers and dads spend extra time with their youngsters.
“The theme for all of my products is simple and easy,” Assie stated. “Like, just cut off as much stress as possible. So [Eizzy Baby products] make your life as a mom and as a parent just a little bit easier.”
Not solely do prospects get pleasure from Assie’s social media presence, however in addition they genuinely like Eizzy Child’s merchandise. As a mother of kids ages two and 5 years outdated, Tracy has examined dozens of child manufacturers from the U.S. and Europe and has but to seek out one which’s stood as much as Eizzy Child. Particularly, she particularly appreciates the Snack Cup’s collapsible design and spill proof performance.
“Of all the things that we’ve tried, from Target, Amazon, stores in Europe, [Eizzy Baby’s] stuff has easily been favorites in terms of durability and longevity. It’s outlasted everything else,” Tracy stated.
By being weak and sharing each the ups and downs of parenthood, Assie has been in a position to efficiently promote her model, however extra importantly, she’s additionally constructed a neighborhood along with her followers.
“I noticed that whenever I show up — it’s just me. No eyebrows on, nothing. I get more engagement, I get more love, I get more support, I get more buyers,” she stated. “The best part is I get to have this business and still be a mom, still be myself, and still show the hot mess that happens in the background.”
Whereas working a small enterprise is already hectic sufficient, it was nonetheless vital for Assie to incorporate a charitable part to her model. On Eizzy Child’s homepage is a tab for a corporation referred to as Angel Home Worldwide, which offers assets for younger ladies in Uganda.
Assie first labored with Angel Home Worldwide years earlier when she was part of a neighborhood basis that supplied meals on wheels and different companies to her neighborhood. There, she watched a presentation on the group and discovered in regards to the difficulties going through many Ugandan women and younger ladies, together with rising up in poverty, coping with gender discrimination and sexual violence, and having to drop out of faculty at a younger age.
“Growing up in Senegal, I felt so free as a child. I had no worries,” Assie stated. “And I couldn’t imagine having someone go through some of those things.”
As soon as Eizzy Child was up and working, Assie knew she wished to assist this trigger in any manner she may. After studying the group was constructing a facility and dormitory for the ladies, Assie began promoting Angel Home Worldwide’s Beads of Hope – bracelets made by the ladies themselves – on Eizzy Child’s web site and social media. one hundred pc of the contributions from the beads go on to serving to and empowering women in Uganda. Together with spreading the phrase about Angel Home Worldwide, Assie has donated proceeds from sure Eizzy Child gross sales to the group.
Incorporating this social affect into her model was a pure transfer for the small-business proprietor.
“It was seamless. I’ve worked with [Angel House International] in the past and fell in love with the organization,” Assie stated. “It was just something I could do to create impact every single day with our sales.”
Although Eizzy Child offers mother and father with non-toxic and ethically sourced merchandise, it is clear that for Assie, her model is about a lot greater than that. It is a manner for her to attach with different mothers, increase consciousness for deserving causes, and most significantly, an area for the entrepreneur to be her true self.
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