Mummyfique And StorHub Work Together to Support Mums on Their Motherhood Journey

StorHub had the honour of getting up close and personal with the co-founder and Chief Operating Mummy of Mummyfique, Gidania Wong, in an interview where she shared about how the idea to start the homegrown multimedia company came about, what Mummyfique has been doing for nearly a decade to support mothers from all strata of society, what makes being part of the close-knit team at Mummyfique so rewarding, as well as how she manages to juggle everything as a hands-on mother and an accomplished mumpreneur despite having a lot on her plate.

How It All Began for Mummyfique- a Voyage of Discovery

Mummyfique supports and celebrates mothers through their platform where mothers from all walks of life can find information, inspiration, and recommendations of products and services that they can resonate with. The company also supports mum-owned businesses through collaborations, events, activities, editorials and campaigns. The ethos of the Mummyfique team has always been to be there for mums through all stages of motherhood, because happy mums are the foundation of a happy family!

Being the first in her clique to have become a young mum years ago, Gidania felt as though she had been taken into uncharted waters with so much to learn as a new mum back then. As with all loving mothers, she was eager to do everything in her power to be the best mother to her children. After reading up on parenting advice and even joining groups on Facebook, Gidania was taken aback by the information that she found, such as new mums having to give up their job to look after their babies and having to breastfeed their babies all day long. As an independent working mum, she felt that a lot of the information was a misrepresentation of what motherhood should look like. Gidania believes that it’s possible to have the best of both worlds- to be a mother and still have other things going on in her life, for instance, building a thriving business or having a social life. The idea of starting a parenting portal sparked from there, with Gidania and Dolores Au being the co-founders of Mummyfique, building a website with content created for mums who want to do their utmost for their children while still having a fulfilling life outside of motherhood.

Mumpreneurs Building a Business Empire

Over the years, the mummy community built by Mummyfique has also grown, so much so that it is made up of many key opinion leaders and business owners who are mums. Some of the mumpreneurs that Mummyfique has grown close to are Vivian Low, the co-founder of a local fashion label, The Editor’s Market, who has also launched Evryday Studios, a line of minimalistic yet timeless apparel, and Ethel Neo who is a mum of two and an entrepreneur who has built a jewellery empire, Éclat by Oui, as well as the founder of a flourishing collagen soup business, CHU Collagen. Other high-flying mumpreneurs working closely with Mummyfique are Tjin Lee, Head of Gusto Collective SEA, Sabrina Tan, CEO and founder of Skin Inc, as well as Sharon Wong, CEO and founder of Motherswork.

With her background in marketing and PR, Gidania and her team focus their attention and efforts on building the mummy community for brands and businesses and have done so through Mummyfique’s marketing consulting services. For instance, the company grew the mummy community for beauty brands like their long-time client, Skin Inc, by bringing in mummy KOLs for them and building their mummy community.

Achieving Business Success Against All Odds

Gidania shared that Mummyfique has faced its fair share of challenges along the way but has risen to the occasion to overcome them. The company was one of the very first online parenting magazines to use KOLs at their events, photoshoots and as part of their editorials. Building a company with such a novel concept from the ground up has not been an easy journey with a lot of the other companies having events placing a strong focus on just babies.

Today, Mummyfique is known for organising events that add a special touch, such as a nice luncheon at a venue tastefully decorated by the team where mothers gather for the launch of new products and brands. This year for instance, Mummyfique and Skin Inc jointly organised a Mother’s Day wellness retreat at Montigo Resorts, a stunning premium beachfront resort in Nongsa, Batam. It was jam-packed with wellness activities including a journaling and mindfulness workshop, art therapy through tie-dying, massage for overall wellness, a pyjama party, and a reel-making session. Prominent Singaporean public figures and KOLs who went on the rejuvenating getaway were, Sheila Sim, Cheryl Chin and Cordelia Daphne Low!

Mummyfique also went the extra mile for its mummy community during the pandemic to tide them over as a lot of people lost their jobs or sought financial aid at the time. The company demonstrated resilience as it navigated difficult times and pulled through to ensure business longevity by adapting their offerings. Mummyfique started a meaningful initiative called SG Mummies United through an online group on Facebook which has 12.2K members to date. Members could post requests for donations of necessities that the community urgently needed such as milk powder and diapers or respond as a giver. Deliveries of donations were done by mail, with courier costs being subsidised for SG Mummies United members.

Another way Mummyfique supported the community in response to the pandemic was by being one of the first local businesses to hold Zoom events such as breastfeeding webinars free of charge. The company invited expert speakers, and even set up interviews with professionals for informative sessions!

How StorHub Came In to Support Mummyfique With Reliable Storage Solutions

With numerous events held throughout the year, Mummyfique turned to StorHub to be their preferred storage operator to keep all the events running smoothly. Gidania gave StorHub a special shoutout for the ongoing support as her team is able to keep event items such as tables, photo frames, backdrops, fixtures and even gigantic event props in their storage unit at StorHub Serangoon. She highlighted that Mummyfique has benefitted from our safe and secure facility equipped with 24-hour CCTV surveillance, the convenient location that allows her team to pick up and drop off their items with ease, and the great ventilation that air-conditioned storage offers to keep especially their fragile décor items made of glass and wood in pristine condition.

Inspired to Pursue Your Entrepreneurial Dreams?

For aspiring entrepreneurs looking to start their own business, Gidania’s advice would be for them to go at their own pace, that there’s no need to compare their accomplishments and progress with someone else’s, and simply to know that it’s not possible to have it all. Gidania pointed out that these are pieces of advice that she wishes someone could’ve offered her when she first started out and tried to ride off in all directions. She believes that time management is key. Her flexible work schedule has allowed her to manage her time extremely well by being an early riser, directing all her attention to her work while her kids are in school and after their bedtime, and making time for a workout. Gidania also shared that it takes a village to raise a child and thanked her parents, her mother-in-law as well as her helper for helping out.

Book a storage unit online today to become one of StorHub’s many satisfied customers like Mummyfique at any of our 18 conveniently located storage facilities in Singapore!