The drive: What challenges have you overcome?
One of the biggest challenges we faced early on was finding a supplier who could recreate our sensory play mat to the exact standard we envisioned, while still keeping it within our budget. We were committed to offering a high-quality product made from premium materials, like 100% cotton, that not only felt great but also looked modern and fit seamlessly into any home.
Balancing all those requirements – design, materials, functionality, safety and cost – was no small task. Some elements of our original design, unfortunately, weren’t feasible in production, so we had to stay adaptable and open-minded throughout the process. We focused on finding creative solutions and making thoughtful adjustments that still aligned with our overall vision. Being flexible without compromising on quality was key to achieving the final result we were proud of. We looked through suppliers and eventually found one best suited to us that was adaptable and willing to give our idea a go. We went through many prototypes, refining our vision each time and working closely with the supplier to get closer to a final product we knew our customers would love. It took patience, persistence and a lot of trial and error, but eventually we found the right manufacturing partner who shared our commitment to quality. That process taught us that great products take time, and that sticking to your values, even when it’s difficult, makes all the difference in the end.
For better or worse: What are the pros and cons of running your own business?
The biggest pro for us currently is getting to spend time with our children at home, watching them learn daily through natural play at home and through their conversations with us. Although we are still at the early stages of finding our feet as women in business, we do hope that in time, running our own business means that once fully established it will help provide some sustainability to stay at home with our children that much longer and nurture them through all their development in the younger years.
We also truly love the feedback, photos and videos we are sent of little ones playing on our ‘Touch ‘n Go Play Mat’, or using our other beautifully curated products. We have had parents share with us that our Play Mat encouraged first milestones like rolling. This excites us and provides us with so much encouragement knowing that purposeful play and development opportunities are being created.
The hardest part of being a small business owner is the juggle of doing it all. Although there are the two of us (Penny & Nicole) behind Nosey Toesie, there is so much that is always required to be done – so much learning needed (which we love but takes time) and so much energy that goes into all aspects of running the business. It’s almost 24/7. And when you’re a full-time stay-at-home mum trying to do it all, it can get tricky. Plus, owning a business nowadays also requires you to show up on social media constantly, so this is time consuming too. We are definitely still navigating the ins and outs and trying to find the line in the sand of the ‘perfect’ balance, but we are not sure there is a ‘perfect balance’ and at the end of the day, we just make sure we are showing up for our families in the way they need, and showing up for our wonderful Nosey Toesie community.
Hopes and dreams: What next?
Our dream is to continue creating sensory-rich products that support and encourage children’s development in meaningful ways. We’re committed to using natural, high-quality materials that are safe, sustainable and thoughtfully chosen, because we believe parents shouldn’t have to compromise between style, function and peace of mind.
Our goal is to become a New Zealand brand that families not only recognise but truly trust – a brand known for quality, creativity and care. Looking ahead, we’re full of ideas for new products we believe our customers will love. While we’re not quite ready to reveal them just yet, we’re working hard behind the scenes to bring each one to life, ensuring they meet the same high standards we set from the beginning. For us, it’s about quality over speed, delivering products that reflect the heart of who we are and the values we stand for.
Visit the Nosey Toesie website to find out more, and connect with them on Facebook and Instagram.
