New parents are commonly faced with the task of trying to find safe clothes for their kids to wear. Ellen and Leisia make this easy with their online shop.

What’s your story?
Ellen: With us both new to motherhood, we were on the hunt for casual-cool clothing for our little ones. We knew parents had enough on their plate as it is before tackling the task of trying to figure out what’s safe for their kids to wear — this is when we saw an opportunity in children’s fashion, where we could create products we love and make sure they are free of any nasties.

What excites you most about your industry?
Leisia: How much the kids space has evolved online. Living and working in fast-paced cities like we both have, we understand how a busy lifestyle can put pressure on one’s time. These days you can buy literally everything online for your little one from diapers to fresh fruits and veggies! With clothing, they grow so fast – it’s something that needs to happen too often and Little Starters is a stylish and affordable online shopping solution for parents.

What’s your connection to Asia?
Ellen: Like many, we both moved to Hong Kong for work with the intention of staying for just a couple of years, but time flies and the experiences and opportunities throughout Asia makes for an easy transition and a wonderful place to call home!

Favourite city in Asia for business and why?
Leisia: We have recently started working with a couple of accounts in China and are really excited about how developed they are with their unique platforms and social selling. We are eager to learn more about selling in that market because there is so much opportunity in offering responsibly sourced clothing for kids in our specially designed prints!

What’s the best piece of advice you ever received?
Ellen: Don’t overthink it!

Who inspires you?
Leisia: My father, he is a retired English teacher who now spends his free time tutoring kids. His wisdom, patience and ability to help others are all qualities I strive to have and pass on to my own kids.
Ellen: My parents, they have the biggest hearts and have done so much for me and the communities around us for as long as I can remember. They inspire me to be a strong parent to my son.

What have you just learnt recently that blew you away?
Leisia: That making your own yogurt at home is quite easy and super economical.

If you had your time again, what would you do differently?
Ellen: I believe that in every experience there is room for learning and growth. I’m happy with where life has taken me so far and I am very excited about the future and what’s to come, both on a business and a personal level.

How do you unwind?
Leisia: Netflix and wine!
Ellen: A hike with my dog Reef!

Favourite Asian destination for relaxation? Why?
Thailand! Pre-babies we took a few trips together and we love the island vibes in Phuket and the hustle and bustle in Bangkok and the food in Thailand is simply the best and hands down our favorite cuisine.

Everyone in business should read this book:
Zero to One.

Shameless plug for your business:
Hailing from California, Little Starters infuses cool, sunshine-loving, beach culture into each one of our designs. We are all about comfortable, casual-cool clothes that little ones can wear every day.

How can people connect with you?
Email: [email protected]
Facebook: Little Starters
Instagram: @littlestarters

Twitter handle?

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started,
built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
Download free copies of his books here:

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