News, Insights and Stories from the Australian and New Zealand tech ecosystem.

10 Mumpreneurs to Watch in 2012

Mumpreneurs are a growing breed of business savvy mothers working from home and the Collins English Dictionary embraced the term, no longer ignoring the women who have combined their entrepreneurial traits with motherhood. Home-based business ventures are amongst the fastest growing sector in Australia and in the UK alone; mumpreneurs are contributing billions of dollars into their economy, each year.
Here are Shoe String’s 10 Aussie mumpreneurs to look out for in 2012.
1. Carolyn Creswell – Carmen’s Kitchen
Carolyn, a proud mother of four, is founder and managing director of Carman’s Fine Foods –Australia’s number one selling muesli brand on our major supermarket shelves. Stocked at Coles, Woolworths, Franklins, Qantas and Virgin airlines, her muesli brand is also exported to over 26 international supermarket chains across the United States, United Kingdom, Malaysia, Hong Kong and more. Starting with only $1,000 in her pocket, at the tender age of 18, she is one yummy mummy to keep your eyes on.
2. Nicole McIver – Wholesale Baby
Nicole is a Queensland based mumpreneur of two boys. Founder of Wholesale Baby, Nicole and her entourage of work-at-home mums, represent over 50 baby, maternity, and parenting products to Aussie retailers. In just two years of operation, Wholesale Baby has become Australia’s largest wholesale agency specializing in the infant and parenting space, with a very active social media following.

3. Naomi Simpson – Red Balloon
Naomi, a mother of two, is founder and CEO of Red Balloon – an online experimental gift retailer, offering over 2,000 unique experiences ranging from extreme off road buggy thrills to chocolate tours, across Australia and New Zealand. Starting the business from home, Naomi’s online venture has achieved mammoth success. Since launching in 2001, Red Balloon has become a multi-million dollar business today.
Last year, this flag bearer for working mums, was awarded Young Entrepreneur of the Year by Ernst & Young. She has also written a book titled I Want What She’s Having, recounting her journey from a one-woman start-up to becoming a multi-million dollar success story.
4. Anita Lincolne-Lomax – Babes in Arms

Anita is a proud mother of four and runs a multi-million dollar business; Babes in Arms. Babes in Arms is an Australian supplier of the ERGObaby line of award winning, celebrity endorsed baby slings and carriers, suitable for newborns to pre-schoolers. The expansive range is exclusively supplied to leading baby stores and boutiques across the country and New Zealand. Since launching in 2005, Babes in Arms has received a collection of international awards and top notch reviews for its multipurpose designs.
5. Johanna Baker-Dowdell – Strawberry Communications
Johanna is the founder of Strawberry Communications – a successful in-house Public Relations and writing agency, based in Launceston, Tasmania. This former journalist of 16 years and mother of two boys, crafts P.R strategies for small to medium businesses run by mums. With
just a click of a mouse, Johanna generates great publicity to get their ventures out into the market. In 2010, Johanna was nominated for Telstra’s Business Women of the Year Award and was named finalist at the Home Based Business Awards. Last year, she was the Tasmanian Women Entrepreneur Award finalist.
6. Imogen Mirmikidis – Hurphy Durphy Seat Buckle Guards
Imogen Mirmikidis is the Aussie inventor behind Hurphy Durphy – a multi-award winning child restraint safety device, keeping infant seats fastened firmly. This young mother’s design is helping many mums ensure the safety of their precious little gems. The Hurphy Durphey Seat Belt Buckle Guard is now available in hundreds of Aussie retail stores and via the Hurphy Durphy website. Her invention has earned her countless awards and recognition, including the 2008 ICWA (Insurance Commission of Western Australia) Road Safety Award for Safe Vehicles, and runner up in the inaugural West Australian Consumer Protection Awards for Child Safety.
7. Tina Tower – Begin Bright
Tina Tower is founder of Begin Bright – an Australian early learning and primary tutoring centre, offering quality
learning sessions to give children a happy start to education. It’s an Australian program designed by a teacher, for teachers. The 27 year-old, mother of two, currently owns three centres, five Begin Bright licensees and has begun franchising her pre-school educational business to ensure no Australian child misses out.
8. Catherine Eibner – Microsoft BizSparks
Catherine Eibner is a woman with a wealth of knowledge within the I.T industry. She is the face behind Microsoft Australia’s
BizSpark program that is committed to helping start-ups and entrepreneurs, transform their ambitions into viable and vigorous businesses. Catherine is a familiar face at start-up events across Australia, the US and the Middle East and a key support person and entrepreneur on the Aussie tech startup scene.
9. Shae Tye – Sleepy Wings
Shae is the inventor behind Sleepy Wings – an innovative infant slumber wear jacket. The mother of two designed the jacket, worn when a baby is due for sleep, helping little ones from overheating while safely wrapped, preventing them from startling and scratching their delicate skin. Huggies has awarded Shae with $20,000 through its MumInspired Grant Program to further develop her product that is in high demand.
10. Tatiana Gold –
Tech Entrepreneur and founder of, Tatiana Gold has created a groundbreaking online community designed for generous parents. Dubbed as the ‘Facebook for parents’, Bebup is an online network open to sharing and swapping kiddy toys and unused items from prams, bassinets to high chairs. Mum’s and dad’s, from all walks of life, are free to share their parenting experiences and a wide selection of other goodies.

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