#MumStory: She Ran A Kids' Clothing Company While Struggling With Infertility

#MumStory is a series by The Singapore Women’s Weekly to uncover the underrated and underreported moments in motherhood, parenting and everything in between — because we believe every mum has a story worth telling. Got a story to share? Email us at sww@sph.com.sg or slide into our DMs on Instagram.

For mummies on the lookout for sustainable and comfy clothing for the little ones, local label The Cotton Tale might be a familiar name. While the apparel's soft colour palate exudes calm and tenderness, the early years of the business were bittersweet for its founder, Carolina Tan.

In addition to the regular struggles of building a business and trying to get the word out there, Carolina faced another obstacle – she was dealing with her own fertility struggles, while working with children's clothes on a daily basis.

“Dealing with customers who are mums and looking at cute clothing for kids daily was a constant reminder of my longing for a child,” reveals the 35-year-old. “It was fulfilling and even encouraging to see the happy faces of the children while wearing our apparel. That spurred me on to keep trying to have a child of my own so that I could dress him or her in my designs.”

After two rounds of in-vitro fertilisation, Carolina is now mum to two-and-a-half-year-old Clyde. She believes in living life to the fullest, with no regrets. Her positive outlook on life is largely influenced by her late mum, whom she greatly respects as her role model. Now a mum herself, Carolina admits she can better appreciate the sacrifices and hard work her mother put in to raise three children and run a household – always with a smile, even in tough times. 

Tell us how you came to start The Cotton Tale

While shopping for clothing for my nieces and nephews, I realised that well-designed clothing was way too expensive while cheaper options were made of inferior fabric and quality. Discovering this gap in the market ignited the entrepreneurial spirit in me. I started the brand, Anak & I, in 2018; it was rebranded to The Cotton Tale in late 2022. We sell apparel and accessories for children and some family outfits too, using only premium and sustainable, organic materials. The business began as a partnership with my sister-in-law, but I started running the brand independently after three years. 

Did you always want to be an entrepreneur?

I have always thought of starting a business on my own, or to join my family business. My father runs a manufacturing and distribution company. I dreamt about going into business studies in my tertiary years but my results couldn’t make the cut hence I studied IT instead. But I managed to pursue business marketing in university and worked as a marketer thereafter.

How did your background as a telco marketing executive help your entrepreneurial journey?

It equipped me with the knowledge of doing market analysis as well as the basics of starting a brand such as design and even costing.

What obstacles (if any) did you go through as a female entrepreneur?

The need to set aside time for family planning and childbirth was a challenge.

We tried to conceive naturally for a year before seeking help from several doctors and Chinese physicians. And eventually decided on the IVF route. After two rounds of IVF we conceived our son, Clyde who is now two-and-a-half years old. Overall, it took us about three years to conceive Clyde. It was a rather lonely journey because it was during the Covid-19 pandemic and safe distancing restrictions meant my husband couldn’t accompany me for appointments. We also didn’t have the best experience with our first doctor but, fortunately, conceived on the second attempt with another doctor and some help through fertility massage.

How do you balance being an entrepreneur and a mum?

I work when my child is in school and when he is having a nap. But sometimes, during busy periods, such as when I’m having a sale or participating in an event, I don’t have enough time in the day so I go to the warehouse at night after he sleeps. Thankfully, I have help from my village – my husband, mother-in-law, sister-in-law, brothers and helper.

I’ve learnt to put down the phone whenever it is family time because there is basically no end to work with an e-commerce business like The Cotton Tale. I’ll get enquiries and direct messages via social media and emails all the time, sometimes past midnight and during dinner.

When do you manage to squeeze in me time? What do you do?

When everyone is asleep at night, I get to catch up on my favourite Korean and Chinese dramas, till past midnight. 

What are some important qualities you want to teach your child?

I’d like my child to learn to respect his elders, be kind to himself and to others, and to have the initiative to do the appropriate thing without being told. 

What advice do you have for aspiring mumpreneurs?

Be firm and confident of your brand and products. There may be noises coming from all directions every now and then, so be selective of the feedback you receive. Not every feedback is “right” and not every negative comment means that your brand or product is not good – you must find the right audience who appreciates your product.

Learn to say no because not every help is beneficial. Also, understand that rejection is part and parcel of entrepreneurship. Be thick-skinned – very thick-skinned – so you keep trying until you get noticed and accepted.

Finally, if you have a business partner, be clear on your respective responsibilities and duties right from the start to prevent any overlapping of communication or disagreements in time to come.