Name: Annie Stewart and Janelle Lucero
Location: Palo Alto, CA + Seattle, WA
IG handle / website: @petitemoss / www.petitemoss.com
One word that best describes how you work: Efficient. With little kids we don’t have any other option!
Similar to Moonlit’s founders, you and your co-founder were friends/roommates first and then decided to venture into business together. Do you have any advice for friends who are looking to create a company?
Tell us about how you divvy up roles/tasks with your co-founder:
AS: It changes daily. The most important thing is we keep things fluid. We both have our strengths and weaknesses and our roles tend to naturally fall to the right person for the task. That being said, we are both hands on with all aspects of the business.
One thing I really appreciate about having a partner is the help and knowing they are as committed as you are. I recently had my third child and it was so nice knowing Janelle was taking care of things when I wanted to step back and focus on healing and my new baby.
Tell us how you came up with the name “Petite Moss”?
Did you launch with one product or several? What was the strategy behind making that decision?
AS: When we originally dreamt up Petite Moss we had one item in mind; an elevated organic set. As we continued to build our brand we wanted to create a capsule wardrobe with many items to mix and match. We wanted it to be simple to style our clothing and for the items to be perfect for any situation.
What’s one piece of advice you would give to an expectant mother who is shopping for baby clothes?
As a small business owner, what's the best advice you've received?
What’s a big misconception about running a small business?
What part of the process was surprisingly easy?
What do you wish you knew before embarking on this journey?
AS: Childrens sizing has been so hard to nail down. I wish we would have had more information or insight into that part of our company before starting, but it is also part of the journey of creating a product from scratch.
How do you wind down for the night, especially after a hectic day?
AS: I have a few things I love to do. I love going by myself to the mall and walking around and shopping. At the end of a long parenting day I love to take a hot shower and put on pajamas and watch a good show after I put my children to bed.
JL: I really love a warm bath and taking time to do my skincare routine. It always feels like a reset to do self care after a busy day.
Is there a tip or piece of advice you would give to mothers who are struggling with their newborn’s sleep schedule?
We’re always hearing about the importance of prioritizing so we’d love to ask you how you juggle motherhood and sustaining a business? Are there specific practices that you follow to ensure a sense of order with both roles?
AS: I always put motherhood first. I really try and work while my kids are napping, at school or asleep. Because I am an efficient worker, when I separate these roles, I can better focus and get the work done in a more timely manner. When my two roles bleed into each other my quality of work and motherhood both suffer.
JL: Having a partner has been such a big part of balance. Annie is an incredible friend and we both want to support one another as mothers. There are times each of us has taken on extra to help the other. And most days we divide and conquer.
Where are your favorite chill-out places in your area? (tea shops, gardens, beaches, anything!)
What’s in store for 2020 with Petite Moss?
We are so excited to expand our colors and sizes offered while keeping our same great stylish silhouettes. Now we have some of those first year kinks worked out, we are excited to see the growth continue and more cute little ones walking around in Petite Moss.
Annie Stewart Quickfire:
My ideal # of hours of sleep is: 10 because I have a newborn and all I think about is sleep
Sleep season for me is: Sleep Season? Never because I'm a mom
How many pillows: 2
AM or PM?: PM
Nightcap?: Herbal tea
Bad sleep habit: Phone before bed
Good sleep habit: Taking naps when I can
Side/back/stomach sleeper: Side sleeper
A book you can read over and over: The Giver and The Giving Tree for my kids
Fav podcast: This American Life
Software/tool/app you can't you live without?: Google Maps Especially because I just moved and have no idea how to get anywhere!
Janelle Lucero Quickfire:
My ideal # of hours of sleep is: I’m with Annie. I would love to actually get 8, but dream of a 10 hour night.
Sleep season for me is: Not now : )
How many pillows: 2
AM or PM?: PM
Nightcap?: Herbal Tea
Bad sleep habit: Staying up too late
Good sleep habit: No TV in the bedroom
Side/back/stomach sleeper: Stomach but always trying to sleep on my back.
A book you can read over and over: Les Miserables
Fav podcast: I’m a true crime junky, and love audiobooks
Software/tool/app you can't you live without? Instagram! It is where we do most of our business, how I find inspiration, and how I stay connected with friends and family that