We’re delighted to bring you this interview with top baby guru and mum-of three, Annabel Karmel.
Annabel is a truly inspirational role model for women. Having started her business empire from her kitchen table she’s gone to become a trusted and inspiring resource for mums in feeding babies and children. Her success story started out of a passion for creating delicious, nutritious meals for babies, children and families and since launching with The Complete Baby and Toddler Meal Planner in 1991, Annabel has written 40 books in over 25 languages and has her own food ranges, weaning equipment and a vast online following.
Her latest offering is a book called Mumpreneur: The Complete Guide To Starting And Running A Successful Business, in which she shares the secrets of her success along with practical advice and inspiring stories from top business leaders and working mothers to empower other mums to become their own boss. I couldn’t put it down! ~ Rachel
1. What inspired you to start Annabel Karmel?
I actually started working life as a musician – I was a talented harpist. I studied classical music at the Conservatoire in the Hague Holland and then continued at the Royal College of Music in London. My very first job was playing at the Savoy hotel in London, which was pretty amazing.
It was the tragedy of losing my first child Natasha, who was born healthy but who died at 13 weeks old from a viral infection, that led me to change direction into the field of nutrition.
It wasn’t a diet related illness but I was understandably cautious when it came to feeding my second child Nicholas. Feeling vulnerable when he became fussy I struggled to find enticing recipes to encourage him and so set about devising my own. I shared my recipes with other mums and set about compiling a book – New Complete Baby & Toddler Meal Planner.
2. Talk us through a typical day in your life when you were starting out?
A typical day would always be very busy. I was creating and testing recipes for my first cookbook in between the children’s naps, managing a busy toddler group and running a house. I definitely learnt that it’s difficult keeping all the balls in the air without dropping one occasionally.
3. What were the most challenging parts about running your own business and being a mum and how did you overcome them?
The biggest challenge was actually getting my first book published. It was rejected by over fifteen publishing houses and each rejection letter was pretty tough. I had to keep getting up every time I was knocked down but I continued to believe in my pitch as I knew I had a well-researched product.
It was eventually published by Simon & Schuster in the US who ordered 25,000 copies and the book has since gone on to sell 4 million copies around the world, in 25 different languages.
4. What did you enjoy about your work in the early days? And what do you like most about it now that your children are grown up?
The best thing about writing the New Complete Baby & Toddler Meal Planner is that I could put my crazy flavour combinations to the test on my fussy son Nicholas. If he ate it then the recipe was a winner for my cookbook! Now that my children are grown up – they are all in their 20s – it’s great to have them to come and test out my family recipes which are now in my Busy Mum’s Cookbook. Also my daughter Lara has started working with me, so it’s great to have her by my side helping me manage things.
Mum of three, Annabel with her children (L – R): Scarlett 23; Lara 25; and Nicholas 27
5. What was driving you to succeed back then? And what drives you now?
My children are my motivation – and Natasha. I started out on my food journey wanting to give some meaning to Natasha’s short life and my first book was a legacy to her. My passion to succeed continued to be fuelled by Natasha and my three children who are so supportive.
6. Many mums want to be successful but they don’t know how to get there. What advice would you give any mum who feels lost, confused or stuck in rut?
It takes real confidence to return to the workplace after having children and coming out of your rut can often be a challenge, especially when you start to disbelieve in yourself when as a mum you have other things to occupy you – kids, housework, etc…
Determination is the key to seeing something through and not giving up. When niggles are eating away at you, it can be easy to throw in the towel but by having a strong determined mind, you can get through the bad times and sail on through to the good times. And remember failure often teaches you more than success and if you don’t ever fail you are probably playing it too safe.
7. What would you say to any new mum who is desperate to spend more time doing what she loves but fells guilty for leaving her children?
Guilt is one of the hardest feelings when you’re torn between working and spending more time with the kids – especially when you’re missing out on bath time, reading time, dinner time and even play time!
The important thing is to not to be too hard on yourself. Instead make the most of dead time so start sending emails in the supermarket queue, or finding time when the children go to bed. That way you’ll find your guilt threshold and will able to balance work and family life well.
8. You’re living proof that you don’t need a business degree to build a successful business brand and you’re on a mission to empower mums to become their own boss. Was this your big motivator for writing your book Mumpreneur?
I wanted to write Mumpreneur to empower women and to demonstrate that anything is possible even if you have kids in tow. I would always get mums coming up to me asking about how I set up my business so I thought I would share the secrets to my success to help others on their entrepreneurial journey.
I wanted to prove that shattering the glass ceiling with a changing bag in tow is no longer limited to the realms of fantasy and Mumpreneur is about providing a support network for women and giving them the recognition for what they do.
9. In your experience, what are the most important ingredients in the recipe for mumpreneur success? And do the women you interview in your book have these in abundance?
The biggest ingredient needed is confidence. It takes real confidence to return to start-up a business after having children – and self-belief is absolutely vital in order to succeed. Confidence is just as important as competence – if not more so.
Mumpreneurs also need passion. If you’re really passionate about what you do and believe in, then this trait will shine through for your kids to see. Henry Ford famously said ‘Think I can’t and you won’t. Think I can, I will and fly!’ I wholeheartedly believe this.
It’s also important for mums to find their niche which doesn’t mean inventing something new, but often just doing something a lot better than what is already out there. Focusing on a small section of a marketplace helps you to connect with and engage with a specific audience. My niche was providing nutritious and tasty recipes for babies and children and it’s from building credibility in this area that I’ve been able to expand. That one book has created a global brand.
All of the amazing women I interviewed for the book are incredibly talented and huge inspiration, they have worked hard to be where they are today because they are passionate about what they do and have the confidence to run with their ideas.
10. How did writing a business book differ from writing recipe books?
It was different but hugely rewarding. It actually felt like a natural step for me. For over two decades I’ve blazed my way through challenges, stumbles and set-backs whilst juggling family life to make it as a business owner, and this was my chance to share my learnings and inspire other mums to follow their passions.
It was also humbling to have so many amazing businesswomen come on board to contribute with their wisdom. Their advice is priceless in inspiring women who want to do something for themselves, but don’t have the self-belief or skills to turn their pip dreams into a reality.
11. Why do you think some women dislike the term ‘mumpreneur’. What’s your take on it?
Some people dislike labels regardless of what the meaning behind them is. For me the term mumpreneur is really empowering and often used by women who are running their own business and exercising an entrepreneurial streak whilst simultaneously juggling home and family life.
12. What have been your three proudest business moments to date?
Back in 2006, I was awarded an MBE in the Queen’s Birthday Honours for my work in the field of child nutrition. I didn’t believe it until I saw my name in the newspaper. I’m passionate about making a difference to people’s lives, and this award made me realise that there was a lot more that I wanted to do.
Another big success has been turning my popular recipes from my books into quality supermarket food ranges. There will always be times when cooking from scratch isn’t feasible, so I worked hard to create baby and toddler ranges that taste just like home.
And my New Complete Baby & Toddler Meal Planner turned 25 in May! I can’t believe it has sold over 4 million copies worldwide and has been translated into 25 different languages. To celebrate the big milestone, I’m bringing out a special anniversary edition with lots of new recipes, updated photography and a special pull-out weaning chart.
13. Aside from your work and family life, what else do you love?
My dogs are a big part of my life and spending time with them is incredibly therapeutic and important to me. If I’m in need of a boost, I’ll take Bono my American Cocker Spaniel, Hamilton my Samoyed and Sabre my Golden Retriever off to the nearest park for a good dose of fresh air.
14. What does the term ‘the world is your office’ mean to you?
It’s a great saying! It suggests that everything is in reach and as long as you have the confidence to go out and work hard for it, you will achieve success. The world is your oyster if you want it to be.
15. You’ve achieved so much already, what’s next? What are you most looking forward to this year?
We are in the process of building a brand new website which I’m very excited about. We also have plans for global expansion. We already have a very successful extensive range of foods in Coles supermarkets in Australia and we’re looking to export our ranges into China, Belgium and Holland so there’s some really exciting growth in the pipeline.
16. Finally, what is your favourite quote/saying that sums up the way you feel as life as a mumpreneur?
Nobody can go back and start a new beginning, but anyone can start today and make a new ending.
‘Mumpreneur: The complete guide to starting and running a successful business’ (published by Vermillion) is available HERE. Check out Annabel’s Mumpreneur resource hub at www.annabelkarmel.com or connect on Twitter and Facebook.
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