Enterprise Nation

Keira O’Mara spotted a gap in the market after having baby Sam. She decided to do something about it and the result is Mamascarf; a useful and practical invention that’s the basis for a successful and growing business.

When did you come up with the idea for Mamascarf?

I came up with the idea for Mamascarf about 18months ago when I was breastfeeding my (then) baby, Sam. I was self conscious about feeding in public and always trying to cover up but finding that nothing worked - blankets overheated him, he would pull off scarves and muslins and they would block my view of him. Added to this I would get arm and back ache without my support cushions.  When I realised there was a gap in the market I decided to do something about it.

How long did it take from idea to actually having stock and starting the company?

It took over a year from having the idea to actually launching Mamascarf. In that time I went through redundancy and had to find a job and was then working full time. It was hard as everything was done in the evenings.

Who did you turn to for help during this time? 

I asked everyone I knew for help and advice and called in lots of favours. Friends and family are always going to be supportive so I suppose its knowing where to draw the line!  My friend’s husband did my website, one of my best friends is my model, my mum helps at baby shows, they have all been wonderful. Luckily I didn't have to go the bank as I had a redundancy payout.

You have had some great PR - are you doing all the media work yourself?

Yes, I’m doing all my own PR (I couldn't afford to hire someone).  I have noticed that it is like a snowball effect with PR. Once you have had one story in the papers, you suddenly become more interesting to others.  I really do believe that PR is worthwhile, especially when you don't have any budget for advertising!

Do you work from a dedicated room in the house? If so, can you describe it to us?

My laptop lives on the kitchen table (bizarrely not actually in the kitchen) and that’s where I work from which means that it tends to spread.  I also have a room that is full of stock and boxes which I only really use as storage.

What is the single piece of advice you'd give to a new Mum who comes up with an idea for a business?

Do it, or you may regret it!  Imagine how you would feel if someone else did it instead.

What are your plans for 2009?

My plans for 2009 are to build distribution in the UK and hopefully get some national listings. Oh and to tell everybody about my celebrity fans!

• Keira O’Mara, Mamascarf