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Published: May, 2009

PAZIT BEN-EZRI • IRVINE 
Mother of two children, ages 6 and 3

Business: LulyBoo LLC

Product or service:
The company’s signature product is the LulyBoo, a portable infant play lounge. The LulyBoo combines the best of a playpen, bassinet and crib, providing babies a safe, cozy and familiar place to sleep and play wherever they are. 

How did you come up with the idea?
When my daughter was an infant, she always slept better nestled in her stroller. My son had a different sleep issue. A second born, his sleep was constantly interrupted by my daughter’s outings to playgroups and dance classes, and by our family’s busy schedule. His naps were relegated to his car seat, a blanket on the floor, or whatever makeshift bed I could come up with. He’d wake up edgy, and I always felt guilty about not providing him with a familiar place to sleep where he would always feel secure. These experiences were the inspiration behind the LulyBoo.

Tell us about your first sale or contract.
My first sales outside my circle of friends came in September when I launched the product at the ABC Kids Expo in Las Vegas.  I sold products to six children’s stores and boutiques.

What is the size of your business?
Our sales tripled within the first six months of launching the company.  We are selling in numerous stores throughout the U.S. and on several Internet outlets.

What are your plans for the business?
We are looking to add more accessories for the LulyBoo and perhaps to branch out to a second signature product.  We are also looking to sell in more stores in the U.S. and are hoping to bring the product to the European, Canadian and Middle Eastern markets by next year.

Are you able to work around your children’s schedules?
Yes. I work during the day while they are in school and again at night (my most productive time) after they go to sleep.

Do your children help you with your business (licking stamps, addressing or packing products, etc.)?
My 6-year-old daughter is my greatest helper and critic. I always ask her which fabrics are softest (and I usually follow her advice) and ask her to help me pick colors based on what she thinks mothers would like for their babies.  So far she’s been right-on.

Do you have a business role model?
Tamara Monosoff provided the inspiration for me to create the LulyBoo and launch the company. Her book, “The Mom Inventors’ Handbook: How to Turn Your Great Idea into the Next Big Thing” was my study guide as I developed the product and formed LulyBoo LLC.