MyMotherHustleStory - Shelly Ann Winokur
“Pull from every part of your life to create the business you want. Inspiration and motivation come from all directions and over a period of time.” Here’s Shelly Ann Winokur’s #MyMotherHustle Story.

WHEN AND HOW DID YOU BEGIN YOUR BUSINESS? GIVE US THE BACKSTORY!

I launched Kiss Kiss Goodnight in mid-May, but I have been working on the business for the past two years. After I had my first child, I decided to get my MBA part-time with a focus on entrepreneurship. After six years, two more pregnancies, and tons of project work under my belt, I graduated!  

I knew I wanted to start my own business, and I knew I wanted it to be in skincare. (Before the kids, I worked as a formulator for a brief time and loved it.) I took formulation classes at Formula Botanica, an organic cosmetic science school, and started my first business—Shell’s Formula, LLC.  I sold on Etsy and at craft shows, but it felt like a hobby and I wanted a career.

I went back to work in corporate America, but realized that was not the path I wanted and started putting in time, energy, and funds into my new brand—Kiss Kiss Goodnight. Kiss Kiss Goodnight brings together my experiences as a mother and my professional talents.  

TELL US A LITTLE ABOUT YOUR FAMILY.

I have been married to my high school sweetheart for 12 years (I’ve known him for over 20 years).  We moved to Maryland after we got married; the kids came fast, and we were quickly overwhelmed.

During the past nine years as a mother, I have been a stay-at-home mom, a work-from-home mom, a student mom, a corporate mom, and an entrepreneurial mom. My husband and I support each other through our life goals.  My skincare brand is about motherhood, which feels fitting. Being a mother is part of who I am, even in my professional life.

WHAT WERE THE BIGGEST CHALLENGES YOU’VE FACED OR LESSONS YOU’VE LEARNED SINCE STARTING YOUR BUSINESS?

Being a mother is part of who I am, but it does not solely define me. I had to discover that for myself.

I started as a very selfless mother, trying to do it all and give all. I put my kids’ needs in front of my happiness and career goals. I was unhappy and unsatisfied. When I had my third child, my mentality shifted and I started creating goals for myself again. I built a business and started working outside the home again. It felt amazing, and I was still a “good mother”—and now also a “happy” mother.

HOW DOES MOTHERHOOD AFFECT OR INFLUENCE YOUR BUSINESS? YOUR CREATIVITY?

My experiences as a mother are part of my business. My everyday interaction with my kids feeds into my brand. It is my goal to relate to my customers as mothers. My experience from being a “selfless” momma to “happy” momma is the foundation of Kiss Kiss Goodnight…and I can test my products on my kids.

WHAT ADVICE WOULD YOU GIVE TO A BRAND-NEW CREATIVE ENTREPRENEUR?

Pull from every part of your life to create the business you want. Inspiration and motivation come from all directions and over a period of time. Kiss Kiss Goodnight has its roots in everything from my first science project in high school, to my graduate education, to my journey as a mother.  Along the way, books, movies, people, and songs have kept me motivated and inspired.

WHAT ADVICE WOULD YOU GIVE TO A BRAND-NEW MOM?

Know your season. There is going to be a period in your life when all you want to do is hold your baby or binge Netflix while you feed the baby. Then there is going to be a period when you want to train for a marathon or start a business. Live in your season and change will come when you are ready.

Ready to tell YOUR #MyMotherHustle Story? Submit it here.


Shelly Ann and her husband live in Lutherville, MD with their three little ones (ages 9, 7 and 4).  She is the founder of Kiss Kiss Goodnight, nighttime skincare for babies (and mommas). Her background is in chemical engineering, and she has specialized training in organic skincare formulations. Follow her on Facebook at Kiss Kiss Goodnight and on Instagram at KissKissGoodnight. Make sure to preorder her 3-in-1 Baby Bath Gel and check out her blog.  

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