Meet the Founder of Diaper Cakes SG – Adeline Woo – Being Kids Soft Toys & Gifts Distributor Singapore

INTRODUCTION

The following is our interview with Ms. Adeline Woo, Founder and Managing Director of Diaper Cakes SG. Looking for a unique, cute, and memorable baby gift? Look no further! Diaper Cakes SG creates customized cute and practical baby gift hampers – perfect for the occasion!

What is your story? Can you tell us about your background, what led you to become an entrepreneur and start Diaper Cakes SG?

I started creating diaper cakes as a hobby when I first received one as a gift for my firstborn.
At that time, I was still working full-time with an MNC. Among the sea of baby gifts I received, the diaper cake was the only gift that really stood out to me. All the other gifts from well-meaning friends and relatives were either very cute (plush toys), or just plain practical (ang baos and vouchers). But the diaper cake was both cute AND practical. I was impressed not only at how cute it looked as a gift, but also how useful every single item inside was. I then went on to make diaper cakes for friends and relatives whenever there was a new baby to celebrate. Orders started trickling in via word of mouth. The rest is history!

What would you say is your best investment thus far?

My definition of investment is both in terms of time and money. I would say my best investment so far is in creating my own brand and product packaging. It was scary at first having to fork out so much money just to spend on packaging, and not knowing whether or not the products would sell.
At that time, I was still doing it from home, so I was really worried that I would be stuck with thousands of boxes in my living room! But I knew that I had to take this first step if I was serious about building a long-term business around it, rather than just doing it as a home-based hobby. I even went so far as to filing for (and investing in) a trademark for the name Diaper Cakes!

What are you most proud of achieving?

My greatest achievements are the things I created. My greatest “creations” are of course my two daughters. But I do tell some of my friends that I actually have 3 “babies”. The third being Diaper Cakes! I’m proud that I managed to create a product/brand from scratch and built it up to where it is today, one customer at a time.

You are not only a founder and director but also a wife and mother. How do you manage everything?

I am blessed to have an extremely supportive network of family and friends who are always there whenever I need help. I’m a huge believer of the saying “Ask and you shall receive”. So I’m seldom afraid to ask for help. And a great deal of people to be thankful for. I have a great helper who takes great care of my home and my two children, a supportive husband who is always ready to listen to me, whether I’m ranting about an awful day or raving about a record day of orders. My two beautiful girls who never once complain whenever I have to bring them back to the office on weekends to pack orders. Not forgetting friends and relatives who always choose to support me whenever they need a gift!

If you could go back in time, what would you do differently?

Hindsight is always 20-20! But if I can turn back time, I would try to let go and delegate more instead of wanting to do everything myself. Building an online business is a very long and tedious process. Just working on SEO and Social Media Marketing these days can take up almost all of my time!

As a businesswoman, do you agree that it can be much more difficult for women to be entrepreneurs? Or is there generally no difference?

It really depends on the industry you are in. I find being a woman is more of a boon than a bane for my business. Having a female face to represent the product/brand actually makes customers feel more comfortable, especially when they are shopping for a baby gift. And being a mother too helps in making my advice and suggestions more valuable and credible to my customers, like what size of diapers and clothes to get for a newborn baby. It’s heartening to see more and more women being featured as entrepreneurs in the media. I think we’ve been around all along, just not making ourselves very visible. So it’s great that you guys are doing this!

How do you measure your success?

My definition for success is very simple: Financial and time freedom. The day when I’m able to spend as much time as I want with my family, without having to worry too much about the business operations. That is the day I am truly successful. Because this means that I have been successful in creating a process that works, and I have nurtured a capable team of people to help manage and grow my business, so I can choose to focus on the things I love, which is designing adorable Diaper Cakes!

What set of skills do you think is crucial in today’s world?

Definitely the ability to adapt, especially during times when change is the only constant. And resourcefulness. Come what may, the fittest will always survive.

What is the best piece of advice you ever received?

Always be humble and willing to admit your mistakes. It is a slight variation of the “Customer is always right” mantra. In today’s competitive environment, customer retention and loyalty is extremely important and valuable. So whenever I make a genuine mistake, I make it a habit to inform the customer straight away and apologize, including details of what went wrong on our end and offer a proposal to rectify the situation. Never sound like you’re making an excuse, always be sincere with your apology. Most customers are very understanding and reasonable. A small handful might sometimes try to take advantage, but in order to win some, you gotta lose some! It’s a long game, so think long-term.

What is your vision/ Where do you see Diaper Cakes SG in 5-10 years?

I’m hoping to see Diaper Cakes expand into overseas markets, hopefully with a new product range that’s friendly enough to withstand the rough handling that comes with overseas shipping. I also hope that Diaper Cakes will become the “diamond ring” of the baby gifts industry. Just like how most people would buy a diamond ring for a marriage proposal, my Diaper Cakes would be seen at every baby shower or whenever people celebrate the arrival of a newborn baby.