Ali + Oli: The Baby Brand by Latina Mom of Three

Colombian-born mompreneur, Alejandra James has been running a successful family business based out of Miami along her husband Oliver.  Ali+Oli founded in 2007, was born out of the lessons learned after raising three daughters.

“Growing up Latina instilled in me a strong sense of family values and a deep appreciation for our cultural heritage. These experiences have played a significant role in shaping who I am today and have contributed to the success of our business,” Alejandra shared with LATV.

Creating a brand that customers can trust was was a big inspiration for Ali+Oli, that’s why they strive for excellence in everything that they do. We got a chance to catch up with Alejandra via the following LATV Latina Exclusive Q&A. Check it out!

How did the idea for Ali+Oli come about and what were the initial challenges you faced? 

I became obsessed with finding the perfect baby products after having my first daughter. Living in Miami, where everything is modern and stylish, I realized there were no local options available. Upon searching the internet, I discovered there weren’t many online options either. That’s when the idea for Ali+Oli was born. I sat down with my husband, and we discussed a plan to create a website where mothers could easily find and purchase all the products they needed. I curated a selection of high-end modern products and created a beautiful store featuring the items I had already purchased for our home. This was during the early days of the internet, and we faced challenges in establishing our presence online. However, with support from family and the resources available to me as a seller in Amazon stores, we persisted and eventually overcame those obstacles to build a successful online business.

How have you managed to balance your responsibilities as an entrepreneur and mother of three daughters? 

Balancing the responsibilities of being an entrepreneur and a mother of three daughters was not an easy task, especially in the beginning. However, I was fortunate enough to have a supportive partner in my husband, Oliver, who was equally involved in running our family business. This allowed us to divide our family and business tasks effectively and efficiently. As our daughters grew older and more independent, it became easier to manage our responsibilities. Nevertheless, the initial years were undoubtedly challenging. Despite the difficulties, being an entrepreneur allowed us to be present for all of our daughters’ important milestones and memories, which they still talk about today. The ability to create a balance between our family and our business has been key to our success and is something we continue to prioritize to this day.

How have you expanded your reach by selling exclusively on Amazon and what has been your experience using Amazon?  

Selling exclusively in Amazon stores has been a game-changer for our business. In the early days, we had three brick-and-mortar stores under the name Liapela, where we sold high-end modern baby products. However, as the trend of online shopping grew, we decided to shift our focus to our ecommerce website sales. That’s when an Amazon representative approached us with the idea of recreating Liapela as an Amazon storefront. Initially, I was hesitant, but my husband Oliver convinced me to give it a serious thought. We took the leap of faith, and looking back, it was the best decision we ever made.

Amazon has been an incredible tool for us. It has allowed us to expand our reach far beyond what we could have imagined. Amazon has a massive customer base, and their fulfillment network has made shipping and handling seamless. Their customer service and support have been top-notch, and they provide us with valuable insights and data to help us make informed decisions about our business. Being on Amazon has also allowed us to tap into the power of their advertising and marketing tools, which have been crucial in driving traffic and sales to our storefront. Overall, our experience with Amazon has been nothing short of exceptional, and we are grateful for the opportunities it has provided us to grow our business.

What are you most proud of about Ali+Oli products and how do they differ from the competition?

I am most proud of the simple, practical, and stylish designs of our products. This is certainly a key differentiator for us in the industry. We believe that parents should not have to sacrifice style for practicality when it comes to baby products. Our designs are inspired by modern aesthetics and functionality, which we know are important to today’s parents.

In addition to our designs, we also pride ourselves on the quality of our materials and workmanship. We want our products to last and be passed down from child to child, so we take great care in selecting the best materials and ensuring our products meet rigorous safety standards. Overall, we are deeply passionate about providing parents with baby products that they can trust and feel good about using. 

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What has been the biggest challenge you have faced as a co-founder of a small business and how have you overcome it?

Starting a small business is a huge undertaking, and it takes a lot of courage and determination to take that initial leap of faith. As a co-founder of Ali+Oli, I can say that it was the biggest challenge we faced. I had to make the decision of whether to return to the corporate world or start my own business after having my second daughter. After weighing all of the options, I decided that starting our own business was the way to go.

The journey has been filled with countless challenges and obstacles, but the most rewarding part has been building the business alongside my husband, Oliver. Together, we have built something that not only benefits our family but also brings joy and satisfaction to our customers. Having a partner who shares the same vision and is equally invested in the business has been crucial in overcoming the challenges we have faced.

We’ve had to adapt to changing market trends, navigate financial hurdles, and find innovative ways to stay competitive. But through it all, we’ve remained focused on our goal and committed to providing our customers with high-quality, stylish baby products. It hasn’t been easy, but with hard work, determination, and the support of my family and Amazon, we’ve been able to overcome our biggest challenges and build a successful business.

How are you inspired to create new products and how do you assess market demand?

I am constantly seeking inspiration for new product ideas. One way I do this is by researching trends and keeping a close eye on what’s popular in Europe and Asia, which has become a rapidly growing market for us. Additionally, my daughters play a crucial role in helping me assess market demand. Even though they are older now, they still contribute significantly to our social media and marketing efforts. For example, they might send me relevant social media posts showcasing unique colors or designs that would fit well with our brand. Collaborating with them in this way helps keep our products fresh, innovative, and in-demand.

What advice would you give to other parents who want to start in the baby products industry?

I would advise parents to really understand their target audience. As parents ourselves, we have firsthand experience with the challenges and needs of new parents. This has helped us to create products that truly meet their needs. Take the time to understand your customer’s pain points, preferences, and desires, and use that knowledge to inform your product development.

Also, don’t be afraid to start small and grow slowly. It’s important to focus on creating a quality product that meets the needs of your customers rather than trying to do too much too quickly. Always remember to stay true to your vision and don’t be afraid to pivot or adjust course if necessary. The baby products industry is constantly evolving, and it’s important to stay adaptable and open to new opportunities.

What initiatives or programs has Ali+Oli implemented to support other parent entrepreneurs?

We understand how challenging it can be to start and grow a business, especially while balancing family life. So, we are always happy to share our experiences and provide guidance to others who are on a similar journey. We have collaborated with other small businesses in the past, and we are always open to exploring potential partnerships with parent entrepreneurs who share our values and vision. Ultimately, we want to contribute to the growth and success of the wider community of parent entrepreneurs, as we believe that supporting each other is essential for everyone’s success.

How do you see the future of Ali+Oli and what are your growth plans?

I see a bright future ahead for Ali+Oli. We’ve come so far already, and I don’t see us slowing down anytime soon. I’m really passionate about what we do and I’m excited to see where our growth takes us. We’ve seen amazing growth both here in the U.S. and in international markets, especially thanks to our Amazon storefront, so I’m hopeful that we’ll continue to expand our reach. In terms of our growth plans, we’re looking into creating distribution agreements with domestic and international business firms. This will help us to grow our brand even more while also making fulfillment less of a burden for us. I’m excited to see where this takes us and I’m looking forward to the journey ahead.

What message would you like to convey to other parent entrepreneurs who are struggling to balance their business and family life? 

It’s important to remember that balance is not always about splitting time equally between work and family, but rather finding a harmony that works for you and your family. Don’t be too hard on yourself and be willing to make adjustments as needed. And always remember the “why” behind your business — if it’s to provide a better life for your family, let that drive you and keep you motivated.

What makes you proud of the work you do? 

As a mother and a business owner, what makes me incredibly proud of the work I do is the fact that I am able to provide high-quality and stylish baby products to other mothers. I remember how enjoyable it was to select the perfect baby products for my own daughters, and how crucial it was for them to be both functional and aesthetically pleasing. Knowing that other moms trust our brand and choose our Ali+Oli baby products is a truly rewarding feeling. It is an honor to serve our customers, and their trust in our products inspires me to continue striving for excellence in everything we do. The satisfaction I feel when our customers express their gratitude for our products is truly indescribable.

You can find Ali+Oli’s products and more Mother’s Day featured products on amazon.com/mothersday (English) or amazon.com/diadelamadre (Spanish).