An Interview with CEO and founder, Rozeen Omar

When I first became a mother, I was fortunate to travel abroad to source high-quality baby clothes that perfectly balanced price and durability. However, with my second pregnancy at the height of the COVID-19 pandemic, I faced a significant challenge. I couldn’t find the same quality-to-price ratio in the local market, and there was a significant shortage of organic cotton options, which was crucial for my children as they both had mild eczema.

This scarcity of suitable clothing options for my children, along with my observation of a gap in the market for thoughtful and neutral baby gifts, ignited my passion for creating Toto & Mommie. During my search for organic cotton in Africa, I found out that it was primarily being exported to the European market, leaving local parents without access to it. This motivated me even more to ensure that Kenyan parents had the first pick of these sustainable materials. I sourced the finest certified organic cotton from around the world, which is not only eco-friendly but also complies with fair trade farming practices. 

My vision was clear - to bring joy to mothers and families by offering a meticulously curated selection of high-quality, beautifully packaged, and gender-neutral clothing options. I wanted to provide parents with not just babywear but a true experience of love, comfort, and sustainability. Thus, Toto and Mommie was born.

At Toto & Mommie, we are more than just a babywear brand; we are a dedicated community that embraces the values of motherhood, sustainability, and support. Our differentiation lies in a harmonious blend of unique features, all aimed at empowering mothers and nurturing a profound connection between a mother and her child.

First and foremost, we take immense pride in using sustainable and organic cotton for all our products. Rather than compromising on ethics or the environment, we painstakingly source the finest certified organic cotton from around the world. This conscious choice not only ensures that our products are eco-friendly but also complies with fair trade farming practices, leaving a positive impact on the communities that cultivate this precious resource.

We place an unwavering emphasis on quality, style, and design. Adopting a versatile and minimalistic approach, our designs offer a seamless fusion of functionality and fashion. With our babywear, parents can create multiple looks using just a few pieces, a testament to our commitment to practicality and style. We take pride in our ability to compete with any international brand out there, ensuring that Kenyan parents have access to babywear that not only meets but exceeds their expectations.

Toto & Mommie isn’t just a brand; it’s a safe haven of support for mothers. We go beyond the realms of fashion to focus on strengthening the emotional and mental well-being of mothers through our “Mommie Club.” Through various initiatives, programs, and events, we provide continuous support to mothers throughout their journey into motherhood and beyond. Our dedication to providing mental health support, educational meetups, and coaching sessions fosters a sense of belonging and empowerment within our growing community.

Establishing Toto & Mommie was indeed a challenging journey, filled with significant obstacles that required determination and resilience to overcome. One of the biggest hurdles was conquering my own self-doubt and summoning the confidence to take that initial step. It demanded considerable mental work and support from my loved ones to believe in myself and embark on this entrepreneurial venture.

Once the business was up and running, I encountered new worries. Fear of failure loomed large, and I had to confront these doubts head-on. To forge ahead, I anchored myself in the purpose and vision of Toto & Mommie, staying resolute even when faced with setbacks.

The process of establishing the company itself came with its own set of challenges. From registering the company to finding the perfect name that embodied our vision, each step required meticulous consideration and effort.

Balancing the demands of launching a new business with other responsibilities in my life was another major challenge. It necessitated finding equilibrium and understanding from my family, especially my husband and children, who supported me throughout this transitional phase. Striving to excel as a mother and spouse while developing the business required a delicate balance.

As I navigated the intricacies of building Toto & Mommie, I realized the vital role of mental well-being and addressing personal barriers. To strengthen myself and my entrepreneurial journey, I delved into self-work, healing childhood traumas, and cultivating mental resilience. This profound journey of self-awareness not only influenced my business but also enriched my overall well-being.

From these challenges emerged invaluable lessons. I learned that adversity is an inherent part of any endeavour, and cultivating mental resilience is fundamental to surmounting it. Breaking down overwhelming tasks into manageable milestones empowered me to tackle challenges effectively, reducing the sense of being overwhelmed.

Perseverance and an unwavering belief in my vision fuelled my determination. I began viewing setbacks as opportunities for learning and growth rather than insurmountable roadblocks. This growth mindset transformed my approach to challenges, enabling me to transform obstacles into steppingstones toward success.

Amidst these trials, the significance of building a strong support system became evident. The encouragement and understanding from my loved ones played a pivotal role in keeping me motivated and focused during moments of difficulty.

Through this transformative journey of establishing Toto & Mommie, I have embraced the power of determination, self-belief, and resilience. Armed with these insights, I continue to navigate the path ahead with enthusiasm, empowering mothers, and providing joy, comfort, and sustainable products to families through Toto & Mommie.

The inspiration for our babywear designs springs from a perfect blend of practicality and the experiences of motherhood. Being a mother myself, I draw inspiration from the challenges, tender moments, and joyful experiences that parenthood presents.

One particular experience that influenced our designs was with my son, who was a good sleeper but had a tendency to wet his diapers frequently. This led me to realize the importance of double-sized zippers in baby clothing. The ease of zipping, changing, and zipping again during those late-night diaper changes made a significant difference. I wanted to incorporate this feature into our designs to make life easier for other parents facing similar situations.

Another aspect that influenced our designs was the worry about rompers without anti-slip features in the footies. Babies are naturally active, and I wanted to ensure that our rompers provided added safety and security, especially when they start moving around on different surfaces.

Comfort and breathability were also paramount in our design considerations. I wanted to create clothing that was elastic and allowed babies to move freely and comfortably. Babies’ well-being is always at the forefront of our designs, and we take into account their delicate skin and need for breathable fabrics.

Finally, our colour palette takes inspiration from the Maasai Mara, featuring neutral and earthy tones that can be effortlessly mixed and matched for various looks. We designed the line specifically with Kenyan weather and mothers’ needs in mind, aiming to provide honest, clean, and baby-friendly products. We take pride in knowing that our brand is made for Kenyans.

At Toto & Mommie, we believe in fostering a genuine and supportive community of mothers. We understand that our role goes beyond just selling products; it involves creating a sense of belonging, understanding, and empowerment for mothers as they navigate the beautiful journey of motherhood.

As a conscious parenting advocate, I undertook additional training to become a certified conscious parenting coach. This training has allowed me to offer valuable coaching services to mothers, providing guidance, support, and strategies for conscious parenting. These services are available to all mothers seeking to build deeper connections with their children and create a nurturing environment for their families.

Through our "Mommie Club," we also organize events and meet-ups that educate, encourage, and empower mothers. These events strengthen connections among like-minded moms, fostering a supportive community.

The Mommie Club serves as a safe space for moms to learn from one another, share their experiences, and find camaraderie in the beautiful yet demanding journey of parenthood. We recognize the importance of motherhood support, and through our community engagement, we aim to make a positive impact on the lives of mothers and their families.

Beyond in-person events, we actively communicate with customers through social media, responding to their queries and feedback. Finally, we are committed to actively involving our community in product development, ensuring that we genuinely cater to their needs and preferences. By offering conscious parenting coaching and fostering a supportive community, we strive to be more than just a babywear brand; we want to be a source of inspiration and empowerment for every mother in our community.

We are brimming with excitement about the future of Toto & Mommie and the continued impact we can make, and we have some thrilling developments lined up to enrich the lives of mothers and their children.

Mommie Monthly Events: We are launching “Mommie Monthly” events, where we will invite various specialists in their fields to share their knowledge, tips, and tricks with other moms. These events will provide a valuable platform for moms to learn from experts and gain valuable insights into various aspects of parenting, health, and well-being. Additionally, these events will also offer brands the opportunity to showcase their products and services that are beneficial to moms, providing a holistic and informative experience for our community.

Give Back Initiative: Toto & Mommie is committed to making a positive impact beyond just providing babywear. We are introducing a “Give Back” initiative where customers can return Toto & Mommie products in good condition, and in return, they will receive shop credit. These returned items will then be donated to selected charities, enabling other families in need to benefit from our high-quality and long-lasting products. We have already initiated this effort with one charity and plan to expand its reach, touching the lives of more families.

The future is indeed radiant for Toto & Mommie, and we are eager to continue making a positive impact on the lives of mothers and their babies. With the unwavering support of our growing community, we aim to be the beacon of joy, support, and sustainability for every mother embarking on the extraordinary journey of parenthood. 

Believe in yourself and your vision. Starting a business requires courage and conviction. Embrace your passion and let it fuel your determination to bring your ideas to life.

Surround yourself with a strong support system. Seek advice from mentors, join entrepreneurial communities, and build relationships with like-minded individuals who can offer guidance and encouragement along the way.

Be adaptable and willing to learn. As an entrepreneur, you’ll encounter unexpected challenges and pivots. Embrace change and be open to acquiring new skills and knowledge to stay ahead in the competitive landscape.

Never compromise on the quality and values of your brand. Authenticity and integrity are vital in establishing trust with your customers.

Above all, witnessing the growth of Toto & Mommie and the positive impact it has on the lives of mothers and their little ones has been immensely fulfilling. Knowing that our products and community support bring joy and comfort to families fills my heart with gratitude and reinforces my commitment to empowering mothers and providing the best for their children.