How Roxanne Alford Launched Short Stuff an Educational Baby Clothing Brand with Purpose

Please share a brief introduction about yourself and your business

As a first-time mother and the product of a big family, my journey into parenthood inspired me to create Short Stuff, a baby e-commerce EDUCATIONAL clothing line dedicated to hand-me-down quality, and gender-neutral designs. Growing up, I witnessed the beauty and practicality of siblings sharing clothes, which fostered a sense of community and sustainability. This experience deeply influenced my vision for a clothing brand that honors those values while meeting the needs of modern families.

With the arrival of my baby, I quickly recognized the challenges parents face in finding durable, stylish clothing that doesn’t break the bank. Many brands prioritize aesthetics over functionality, resulting in garments that are often too fast changing for the fleeting moments of childhood. I envisioned Short Stuff as a solution—offering high-quality pieces that stand the test of time and can be passed down through generations, just like the clothes I shared with my siblings.

I decided to take this one step further and make this is a UNIQUE experience. To spark curiosity in our little ones that teaches and exposes them to the world around them. 

Themed Learning: Each collection features unique prints tied to educational themes (elements, nature, science), accompanied by custom storybooks with fun characters!

In essence, Short Stuff is more than just a clothing line; it’s a celebration of family, curious minds, sustainability, and practicality. Through this brand, I aim to empower parents and their little ones to learn about the world around them while wearing the most comfiest sleepwear out there- fostering a sense of community and shared experience. I’m excited to share my journey with other families.

Who are your customers?

My customers can be anyone who is a caregiver for a young child. Friends and family alike.

What was your background prior to starting your own business?

I work full time as a Lead Recruiter at TEKsystems. I still work there!

What made you take the leap to start your own business?

I am a new mom to a 9 month old baby girl! She gave me the courage to start this business. I believe in Hand me down clothing but all of them had buttons and were not functional. I also love the concept of reading to our little ones and I decided to marry them together and create something unique. The first educational clothing brand for kids out there.

Did you always know you wanted to be an entrepreneur?

Yes! I have always wanted to start something of my own. I didn't know what my purpose was till I had my daughter.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

I started with word of mouth before I launched, asked mums in my community to test out my products while I was in the sampling phase. I then moved into FB groups to gather feedback and do market research. I am working on building my brand on Social media and get to more sales. It is still a work in progress considering I launched 3 weeks ago.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

I think I underestimated the power of social media and now I am learning to take courses and tutorials to be better informed.

What accomplishment are the most proud of to date in your business?

That I am able to juggle between being a mother, my full time job and live out my dream of being an entrepreneur with a purpose!

Do you have any recent wins from the last year that you'd like to celebrate with our community?

I made 5K in sales before I even launched!

What's next for your business? What can we expect to see over the next few years?

I am going to be dropping a new collection in the next 2 weeks, my day wear collection in the fall.

What is your top productivity tip? 

Tasks and lists. I feel like if I don't plan for tomorrow the night before I accomplish very little.

On the flip side, how do you avoid burnout?

Stepping away from work when it gets too overwhelming. Focusing on myself and my mental health knowing that business will be there tomorrow. I also lean on my friends and partner to help me along the way.

What is your approach to work-life balance / integration?

Work hard and play hard. I make sure to prioritize tasks at hand and work my way backwards to ensure that it gets taken care of. When my daughter is back from daycare I focus on her. I also plan 3 trips for the year to ensure that I am filling my cup up with the things I like doing.

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I knew about this community sooner.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

I sure am! Focus and priority. Being present in the moment when my baby is around.

What's the one app on your phone you absolutely cannot live without and why?

Instagram! I moved to the US 10 years ago and don't have family here. So I use instagram as a way to keep in touch with family and friends and see what they are doing in their lives!

What is your favorite business tool or solution and why?

I dont have one yet. there are a few out there that I am navigating.

What advice do you have for aspiring Entreprenistas?

If you dream it, do it! It will never be the right time.

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