Shanael – Launching an Online Business

Tell us your name and a bit about your family?

I am Elodie Malek, French mum of two little girls 3,5 and 2 years old,
been living in London for 9 years

When did you become a Mum and to whom?

I became a mum in 2013 to Naomi.

What’s your business called?

I am the founder of Shanael.

Can you describe it in one sentence?

The online concept store for babies, kids and mums in the UK.
We select only the best quality and trendy designs at affordable
prices specialising in gifts, furniture and decoration.

When did you become a Mumpreneur and what inspired you?

I became a Mumpreneur few months after becoming a mum, I was looking
for furniture for my baby and decoration for her bedroom, and I could
not find anything I like, that when I thought about this business.
Also my dad inspired me, he is a very smart webmaster so when I left
banking, I really wanted to create a website with him.

How did you fund your start up?

We took some risks and fund all with our savings.

How do you manage working around your children?

Working with my kids around is not easy, a bit stressful sometimes.
But I love being my own boss so if my kids are sick or if the nanny
cannot come, I am here, being able to be there for my children
whenever they need me. That also imply often working at night from 9pm
till 1am, and weekends and on vacation, I guess that is the price to

Can you describe a typical day, what tasks do you have to get done,
how do you manage your time?

Typical day, I wake up and we all have breakfast together with my kids
and my husband. Then my daughters go to nursery, and I can start
working. I try to take a break outside for lunch when possible to get
some fresh air, sometimes I forget to take a break to eat, not great.
I can work till 4pm usually, then I take my kids to the playground or
the library when it is raining and we read stories, we play for two
hours, this is my quality time with them. Then busy hours are dinner
time at 6pm and bath time, potty/nappy change, we brush teeth, read a
story, big cuddle, I tell them how much I love them and say good
night. Then I have a quick dinner with my husband and sometimes I
continue my work, answer emails, and do conference call with my dad
“the webmaster” in France. Of course I try to get some romantic time
for just my husband and I, I am also a wife 🙂

What challenges have you faced in your business and how have you overcome them?

I have found frustrating to work so hard for years and not being able
to get any salary because all the money that we make has to be

What’s the best thing about being Mumpreneur?

The best thing about being Mumpreneur is trying to be a great mum and
an inspiration for my kids. I also feel proud to have created
something from scratch.

What are your plans for the future?

Develop Shanael in the UK, in France, in USA.

What advice would you give for someone just starting out in business?

I would tell them that it is very hard, long and to be patient, it is
rewarding in the long run, just keep faith in you and in what you love
and in what you do.
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