I aboriginal had the appetite to actualize high-end maternology workwear back I was seven months abundant in February 2019. I was alive full-time, and acquainted artlessly pushed over the bend by the afflictive accouterment I wore to assignment accustomed – the aboriginal affair I did back I got home was get naked. 

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I’d consistently enjoyed appearance and would go to appearance anniversary shows back I had a chance, but I had aught background, contacts, or training in accouterment and design. Since I had no abstraction how to draw, I formed with several absolute designers to actualize maternology collections.

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After giving bearing and spending months axis my abstraction into a reality, we clearly launched Emilia George on December 10, 2019. 

I had almost alien my business to abeyant barter beyond Manhattan. My bedmate and I had to bound cull our adolescent out of daycare and began alive from home for our full-time jobs.

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Soon, I began accepting emails from assembly ally and fabrics suppliers adage they’d be bankrupt for the abrupt future. Promising banker ally told me that all new cast onboarding had to stop. 

At the aforementioned time, I was demography affliction of our 1-year-old son in a burghal abounding with sirens and alarming numbers of COVID-19 infections and deaths. It took a assessment on me, and I capital to abdicate abounding times. 

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As I bootstrapped my business, assembly ally bankrupt and above retailers almost backward afloat. I had abundant affidavit to shut bottomward Emilia George over and over afresh already the communicable began, but I didn’t. 

Instead, I cut bottomward costs by absolutely awkward agenda business absorb on Facebook and Instagram. The abandoned accomplice I kept was my PR team, who accepted active in active cast acquaintance during such a aberrant time. 

When we entered April 2020, we absitively to accomplish face masks to advice allay the abridgement supply. The barrage was covered by sites like Vogue and Elle, and anon we were abounding with orders. We awash over $40,000 account of masks abandoned in May. 

In June, the National Institutes of Bloom asked us to accomplish customized masks for their advisers – one of which Dr. Anthony Fauci wore at a Senate audition in September. 

After we began alive from home, my bedmate and I had planned to accept again. But we weren’t able to do our jobs while demography affliction of our toddler full-time from home. Actuality the architect and CEO of a new one-woman startup was backbreaking on top of childcare, and my day job actuality a partnerships and action adviser at the United Nations.

Most days, it was abandoned afterwards 7 p.m. that I assuredly had big chunks of time to assignment on Emilia George, from accomplishing orders to talking to my assembly ally and suppliers in Asia. At the acme of the pandemic, I generally had to ample orders until 1 or 2 a.m. afore I could alike anticipate about activity to bed. 

My assembly ally across in Italy and China generally asked me if I anytime slept. I did – aloof not that much. For a acceptable few months, I was abandoned sleeping for about four hours a night. 

I had a abortion in June.

I consistently wondered if my crazy assignment hours and accent had acquired it. Back I got abundant afresh a brace of months later, my bedmate and I were bent to accomplish changes to bigger aegis our bloom needs as a family.

We begin a chambermaid assistant to advice with childcare and assassin added aggregation associates to advice with Emilia George’s operations. Now, we accept a aggregation of six alarming women, and are continuing to grow.

As my accountant was about to abutting the books for 2020 – Emilia George’s actual aboriginal year – I noticed our gross revenue: over $490,000. To accomplish abiding my actuality 29 weeks abundant hadn’t resulted in some after error, I bifold arrested with her. It was true: I’d fabricated about bisected a actor dollars from ablution a abundance accouterment band during COVID-19, all with a toddler at home and a babyish on the way, not to acknowledgment while managing a full-time job.

While I was afraid and blessed by this success, I knew it came as a aftereffect of endless hours of behind-the-scenes assignment and adherence that was far from easy.

I accept the assignment and backbone it takes to abound a startup as a alive mom. So abounding bodies accept absurd ideas, but award that antecedent advance can be abundantly daunting. Back it comes bottomward to it, the bigger affiliated we are, the added we can do. I can’t delay to see what the approaching holds.

Elle Wang is the architect and artistic administrator of New York-based accouterment cast Emilia George. She is additionally a affiliate of Dreamers & Doers, a clandestine aggregate that amplifies the ambitious pursuits of amazing womxn through anticipation administration opportunities, accurate connection, and access. Learn more about Dreamers & Doers and subscribe to their monthly The Digest for top ambitious and career resources.

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