How Noomie Found Its Niche By Building A ‘Community of Moms’

Today we meet Alissa Wapinski, co-founder of children’s clothing and accessories brand Noomie. Noomie is mostly known for its colorful and creative hand-drawn prints and 100% Pima cotton PJs and footies. The brand was created when Alissa, along with her friend and partner Andrea, were both pregnant and looking for cool and comfy baby’s clothing made out of the world’s best cotton. 6 years later, the brand is thriving!  How does Noomie create and nurture an active community of moms? How has the impact of the pandemic changed their business outlook? Let’s find out!

Hello! Perhaps you could introduce yourself?

My name is Alissa Wapinski, I was born and raised in Monterrey, Mexico. I am a co-founder at Noomie and I oversee B2B Sales, Marketing & Social Media. I am so lucky to share this amazing project with my amazing friend and partner Andrea Schneider, born and raised in Lima, Peru. Andrea oversees Design, Production & Accounting. We both work full-time at Noomie.


Tell us more about your business.

We sell children’s clothing and accessories made of 100% Pima cotton. We are mostly known for our footies and pj’s and our hand-drawn prints! Noomie started when we were pregnant; as we searched the market for modern pieces made of the best cotton in the world we saw a great opportunity that we couldn’t miss out on, and so Noomie was born. We designed our first collection which at the time seemed super hip (six years later I can tell you that it was not that hip compared to what we make now) and started knocking on doors. A store in South Miami became our first customer and from there, we started approaching other stores, attending trade shows, and hiring showrooms to rep our brand.

What are you working on at the moment? What are the future plans?

Oh my, so many exciting things! Focusing mainly on collabs with other brands at this point and launching our first one this coming June.

What are your biggest challenges? What motivates you?

The biggest challenge is to stay relevant, to find innovative ways to continue to attract our current customers as well as new ones. What motivates us is our mom community, their love and support, and their feedback.


What kind of marketing initiatives are the most effective for your business in terms of driving more sales?

2020 was a year that shifted our business completely. We rely very much on Instagram to communicate with our mom community. Our customers stay in the know through our email blasts, we have great engagement there. Lastly, we try to make it more than just a sale. We add some inspiring material that is related to the specific print we are showcasing; like a sensory activity, or a recipe.


What is the best business advice you can share with others?

To sell your products, you must believe in them wholeheartedly. People perceive your passion, they are inspired by it and that will make them feel connected to you and your product. Don’t forget to give your customer the space to give you feedback, and when they do, take it into account.


Year founded
Children's clothing


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Meet the people behind ecommerce businesses. Inspiring interviews, actionable advice, valuable viewpoints.