For Cherie Chessher, building a business has always been about creating a better future for the next generation. Driven by a passion for sustainable family living and a desire to encourage other families to make more eco-conscious choices, she founded Sassibums with a vision of making practical, thoughtful products part of everyday family life. What began with sewing reusable nappies at home has grown into a family-focused brand offering reusable essentials and sun-safe apparel for little ones and their grown-ups. Alongside growing her business, Cherie has navigated motherhood, pregnancies and the demands of family life with a FIFO husband, proving that with plenty of determination and a clear sense of purpose, it is possible to build a business that supports both family and a more sustainable future.
The passion: What inspired you to set up your business?
I wanted to encourage other families to become more eco-aware and make choices that are kinder to our planet, while helping to preserve it for future generations. On a personal level, I had also found myself with a second family in my life, and I wanted to spend as much time with them as possible while contributing to a better, more sustainable future for them.
The launch: How did you start out in the beginning?
I started at home, sewing reusable nappies. Before long, demand grew to a point where I couldn’t keep up with making everything myself. Rather than giving up on the idea, I designed my own nappy and outsourced the manufacturing, which allowed me to grow the business while continuing to focus on creating products I believed in.
The innovation: What was the biggest breakthrough for you with your business?
One of our biggest breakthroughs has been expanding into sun-safe apparel for little ones and the whole family. Our range now includes fishing shirts, fishing rompers and matching adult shirts, allowing families to enjoy the outdoors together while staying protected from the sun.
Yin and Yang: How do you balance work and family?
Family always comes first. I try to keep physical appearances and commitments to a minimum, or schedule them for times when my husband is home and can make sure our children still have the opportunity to attend all of their activities. It’s about finding a balance that works for our family.
The drive: What challenges have you overcome?
Starting a business just before COVID was certainly a challenge. With restrictions limiting opportunities to get out into the community and promote the business locally, I had to find other ways to keep moving forward.
I’ve also navigated two more pregnancies since starting the business, continued making local appearances and taken care of three young children while my husband works FIFO.
For better or worse: What are the pros and cons of running your own business?
Cons – there is no one else and I am the content creator, the designer, the photographer at times, the face of the business, the accountant and salesperson
One of the biggest advantages is that I’m the decision maker. I have the flexibility to shape the business around our family and create a balanced lifestyle that works for us.
The downside is that there is no one else to share the workload. I’m the content creator, designer, photographer, face of the business, accountant and salesperson. It can be a lot to juggle, but there’s also something incredibly rewarding about being involved in every part of the journey.
Hopes and dreams: What’s next?
I’d love to continue building our wholesale side of the business and, potentially, open a small boutique. It would be exciting to create a physical space where customers can experience the Sassibums range in person while continuing to grow the brand.
Visit the Sassibums website to find out more, and follow them on Instagram and Facebook.
