Like so many families during the global pandemic, Mirabela and Alessia Muresan, a mother-daughter duo from Vancouver, sought solace through cooking and baking.
Mirabela noticed that her then-six-year-old daughter, Alessia, could benefit from a more child-friendly kitchen environment with an organized and digital-age friendly setup, as they were constantly being faced with the difficulty of how to read and scroll through an online recipe all while juggling their essential cooking utensils within arm’s reach.
In reaching out to other mothers who invited their children into the daily food prep routine, as well as food bloggers, high-net-worth food hostesses, and even luxury chefs, they found out that they were not alone in the desire for solutions.
Soon, their mini empire was born, and they named it AlessiaAdora Lifestyle Inc., representing Mirabela’s adoration for her daughter. Their modern kitchen organizing system, including a touch-free recipe stylus, is now an international success.
Mirabela, who had two decades of international sales experience in the luxury automotive industry, found herself laid off briefly in 2020 at the height of the COVID pandemic. Her resilient response was to found AlessiaAdora, at the same time teaching her daughter how to become a leader. Though she returned briefly to the automotive industry, her sole focus now is on the company she and her daughter started.
She bootstrapped the business by investing savings and salaries, and, by self-financing the company, were able to maintain control over its growth and operations without requiring any loans or external funding so far.
Here, Mirabela shares how she turned the desperation of 2020 into an entrepreneurial example for Alessia and other young people.
What was important to you and Alessia about your first creation for AlessiaAdora?
Alessia and I rolled up our sleeves and set out to answer this demand and challenge the standard messy setup of home cooking.
We laid the groundwork for our modern kitchen organizer and kitchen helper: the sousShelf. With a dedicated phone or tablet holder and a trendy stylus, you can follow your favorite recipes touch-free, saying good-bye for good to flour and liquid-covered devices.
We made the sousShelf with quality Canadian maple and walnut wood, and created it with sustainable materials that allow you to perform any digital task without having to constantly pick up your device while keeping your work area organized.”
How did you manage initial challenges?
“In the early stages of AlessiaAdora, we encountered a myriad of challenges, both financial and logistical, as we endeavored to bring our vision to life.
We embarked on a crowdfunding campaign to secure the resources needed to launch our first product, the sousShelf.
While our personal investments laid the foundation for our venture, we quickly learned the realities of entrepreneurship through some costly lessons.
Despite meticulous planning, we faced setbacks, such as multiple website redesigns with different agencies, which underscored the importance of clear communication and vision alignment from the start.”
These experiences taught us invaluable lessons about the importance of foresight and diligence in navigating the intricacies of business development. Moreover, unforeseen challenges, such as fluctuating material costs and logistics expenses, posed significant obstacles to profitability in our formative years.
Ultimately, it is our unwavering belief in the purpose behind AlessiaAdora that has sustained us through the trials and tribulations of entrepreneurship. Our commitment to inspiring family and community connection through thoughtfully designed products remains unwavering.”
Have you always had an entrepreneurial spirit, and if so, how did you share that with your daughter, Alessia?
My parents owned several automotive spare-parts stores, where I spent my school vacations immersed in the business. During these formative years, I gained hands-on experience in various aspects of the business, from customer service and inventory management to understanding the intricacies of vehicle components. This early exposure to the world of business instilled in me a strong work ethic, a keen understanding of business operations, and a passion for cars that has driven my career.
I initially chose to pursue corporate endeavors, carving out a progressive career path in the automotive industry. With a fervent dedication to advancing women in leadership in a male dominated industry, I made my mark in the luxury automotive sector, navigating roles across three different countries and two continents.
I shared my entrepreneurial spirit with Alessia through leading by example, fostering an environment of curiosity, creativity, and resilience.
Together, we embraced the entrepreneurial journey as a collaborative endeavor, encouraging Alessia to explore her passions and cultivate her innate entrepreneurial instincts. I am learning and growing with Alessia and creating a lifetime of memories.”
Do you think there are benefits to raising children with a business mindset from an early age?
“Raising our children with an entrepreneurial mindset can set them up for great success in the future. And, as Alessia and I continue to grow our company, this becomes more evident.
Alessia is learning to take risks, embrace curiosity, open her mind, and become self-reflective. For example, kids often want instant gratification. But if we teach them the importance of investing, as opposed to spending, they will be set up for great success.
When we started our business, Alessia was a bright and curious 6-year-old who had always been a bit reserved.
This transformation is nothing short of magical. Alessia’s newfound confidence and passion are a beacon of hope and inspiration to every parent out there standing at the crossroads, undecided about taking the leap to build something of their own with their child.”
How did you manage the growth of your business?
“As AlessiaAdora expanded its reach and gained traction in the market, we experienced unprecedented growth that surpassed our initial expectations.
Our sales grew exponentially due to a highly targeted marketing campaign that precisely reached our ideal customer base, significantly boosting our visibility and engagement. Additionally, expanding our sales to a global market allowed us to tap into new and diverse customer segments, further driving our growth. A significant boost came from large corporations purchasing our product as an employee gift, which rapidly increased our sales volume.
However, with this rapid expansion came unforeseen challenges, notably a sudden and unexpected depletion of inventory.
This posed a significant obstacle as we navigated the delicate balance between meeting demand and maintaining product availability. In response to this challenge, we have undertaken proactive measures to prevent similar occurrences in the future.
Recognizing the need for enhanced efficiency and scalability, we are investing in automation across our manufacturing, logistics, and supply chain processes. By streamlining operations and leveraging technology, we aim to optimize production schedules, minimize lead times, and ensure a more robust inventory management system.
This strategic approach not only enhances our ability to meet growing demand but also fortifies our resilience in the face of unforeseen fluctuations in market dynamics.”
Have advisors been helpful or a hindrance to your entrepreneurial journey?
Instead of encouragement and support, we were met with skepticism and doubt. Loved ones expressed concerns about our venture into a business realm that neither I nor my then-6-year-old daughter had prior experience in.
Reflecting on this experience, we came to understand that these reactions stemmed from a place of love and concern. Those closest to us feared the potential for failure and the risks associated with venturing into uncharted territory.
While their intentions were well-meaning, the doubts they voiced inadvertently instilled seeds of uncertainty within us. It soon became apparent that sharing our business plans openly was not conducive to our progress.”
How did you shift gears when it became clear that sharing your business plans openly was not helpful?
“Recognizing the importance of safeguarding our vision and protecting our entrepreneurial spirit, we made the decision to pursue our goals with determination and resilience, irrespective of external perceptions. Through this realization, we understood the power of subconscious influences and the need to insulate ourselves from undue negativity.
To foster a supportive environment founded on growth, Alessia and I sought guidance from a business coaching program. This invaluable resource provided us with a safe space to connect with like-minded entrepreneurs, share our challenges and successes, and receive constructive feedback without fear of judgment or inhibition.
By surrounding ourselves with a community of fellow innovators, we found strength in unity and solidarity. Together, we navigate the complexities of entrepreneurship, drawing inspiration from each other’s experiences and insights.”
When it comes to giving back, do you and Alessia practice any philanthropic initiatives?
We believe in giving back to the planet that sustains us, which is why we’ve partnered with Tree Canada to support reforestation efforts across Canada through their National Greening Program. For every product sold, $5 are donated to Tree Canada, contributing to the planting of trees and the restoration of vital ecosystems.
In addition to environmental conservation, we are equally committed to fostering the next generation of entrepreneurs. Through strategic partnerships with academic institutions such as the Ted Rogers School of Management in Toronto and the UBC Sauder School of Business in Vancouver, we’ve sponsored student initiatives aimed at nurturing young talent and fostering innovation.
Together, we’re building a better world, one tree and one young entrepreneur at a time.”
What are you working on now?
“Through our own journey as a mother-daughter team, we’ve witnessed firsthand the profound impact that entrepreneurship can have on familial bonds and personal growth. The opportunity to work side by side, tackle challenges together, and celebrate successes as a family has been truly priceless.
Moreover, watching Alessia blossom into a confident and empowered young entrepreneur has been a source of immense pride and joy.
Driven by our desire to share this transformative experience with others, Alessia and I are currently developing a program aimed at supporting and guiding parents who wish to start businesses with their children.
Drawing from our own experiences and insights, we’re crafting a comprehensive framework that provides practical resources, mentorship, and community support to aspiring parent-child teams.
Whether it’s through providing guidance on business fundamentals, fostering entrepreneurial skills, or nurturing familial bonds, we’re committed to empowering parents and children to embark on their entrepreneurial journeys with confidence and enthusiasm.”
Responses have been lightly edited for clarity and length.
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