The drive: What challenges have you overcome?
Ash: While Danae and I both have corporate experience, we’re first-time small business owners. Managing social media, IT, customer service, logistics, operations, finance and strategy – it’s a lot! Imposter syndrome creeps in sometimes, but having each other makes all the difference.
Danae: One of our biggest early decisions was whether to continue outsourcing warehousing or bring it in-house. We initially had a third-party logistics provider handling storage and shipping, but that meant we couldn’t personally oversee packaging quality. Plus, it was expensive!
We wanted to prioritise our customer experience, so we took the leap and moved fulfillment in-house. It was a steep learning curve – we even had to learn to use a forklift to unload deliveries! But we’re proud we pulled it off, and thankfully all of the kids now love to help pack orders!
For better or worse: What are the pros and cons of running your own business?
Ash: It’s more work than either of us expected, even though we run it part-time. There’s plenty of unglamorous behind-the-scenes work that doesn’t make it to social media! But the biggest reward is working on something we truly believe in – helping busy, overwhelmed parents navigate mealtime with ease. The Wean Meister community has been so supportive, and their kind words keep us going.
Danae: The biggest challenge is that everything rests on us – which can feel overwhelming. There’s always something to think about, and not all of it is exciting (hello, spreadsheets and box-stacking!). But working with Ash makes it all worthwhile. We balance each other out so well.
On the flip side, the flexibility and creative control are incredibly freeing after years in the corporate world. Every day looks different, and I love that.
Hopes and dreams: What next?
Ash: We’d love to expand into new markets, including New Zealand. Watch this space! We’re also eager to explore new product innovations and engage in more collaborations with feeding experts to enhance our support for parents.
Danae: My dream is to work on Wean Meister full-time. But most importantly, we want to continue the brand’s legacy, introducing a new generation of parents to products we’ve loved for years. Seeing Wean Meister make parents’ lives that bit easier is the most rewarding part of it all.
Head over to the Wean Meister website to find out more. You can also connect with them on Facebook and Instagram.
