It started with an innovative take on the simple changing pad, developed a cult following being sold exclusively through its website, but after an appearance on Oprah last winter, everything changed. Meet Grace Welch, mom inventor of the patemm pad and find out how she made it onto the shelves of Target!

1. Tell us a little about your business and how you started it?

My name is Grace Welch and I’m the mom inventor of the patented, award-winning baby product called a patemm™ pad. It is the world’s only ROUND diaper changing pad. Please visit my website: www.patemm.com. patemm & company was founded in San Francisco, California in 2004. The 2 passions in my life — my children, Patrick, Emma and Jack and my husband Marty — inspire the company. patemm™ pads are available exclusively at: www.patemm.com , Target.com , and select specialty stores/boutiques across the country.

2. How did you come up with this unique design for a diaper pad?

With my first child Patrick I found the small rectangular shape of diaper changing pads frustrating because aligning him in the right position was always a challenge — particularly since he was a rather wiggly baby. Even more annoying was the design of the folding/rolling pad that had ties, buttons, or even Velcro®. I needed something simpler, a pad that could fold easily — especially with one hand.

When my second child Emma was born, I, like most parents today, was always on the go and found my diaper bag overwhelming — especially for quick trips to the grocery store or a visit to the park. For these short jaunts, I only needed a few diapers, wipes, perhaps a change of clothes, and a changing pad. Plus, I wanted something small and compact that could be thrown in my car, handbag, or even at the bottom of my stroller.

By 2004 I had been out of the workforce for a few years, and I wanted to return on my own terms — with my own business. I discussed various possibilities with my eldest sister Hanna, a researcher and consultant, who advised me that developing solutions to problems was a key way to think of new businesses. At one point during our conversation, I had to change the diaper of my daughter Emma on the ever so popular rectangular pad. Not surprisingly, she was rolling off this changing pad, and opening and closing the pad with a squirmy Emma in my arms underscored my frustration. The idea immediately hit me! A ROUND changing pad with handles would work so much better.

3. What initial challenges did you face in starting your company, getting your design manufactured etc…?

I wasn’t completely clueless as to how to start a business. My parents were entrepreneurs so I guess I had it in my blood at an early age. I just did a lot of research online, read lots of publications, and spoke with a lot of other business owners. I knew nothing about manufacturing but I just asked a lot of people who pointed me in the right direction. I learned a lot and never gave up and it paid off. Luckily, the pr/marketing/branding part of the business was less challenging for me because that was my profession prior to having children.

4. The past winter you were featured on the Oprah Winfrey Show. What was that experience like and how did it come about?

Being on The Oprah Winfrey Show was a true honor and I feel very very blessed. I have always dreamed of being on her show someday and when they contacted me, I was just flat out speechless! Still to this day, it seems so surreal…

5. Tell us about the “Oprah Effect.” How did being on Oprah impact your business?

patemm definitely experienced the “Oprah Effect”. Our business has never been the same since then. Being on her show, brought us to a complete different level in terms of business.

6. What is a typical “day in the life” of Grace like?

I always feel like I’m doing a million things at once! Everyday is different which means I need to be flexible. In an ideal world, it would be great to have a set schedule from day to day but being a wife, a mom, and a business woman, I do my best everyday to get things done in a timely manner…and always expect the unexpected. I’m just like everyone else-working to achieve the perfect balance with family and career. It is always a challenge but I do my best to make it work for me, my family and my business!

7. For several years you kept your product exclusively available online via your own website only. Recently you ventured into the mass-market with an agreement for an exclusive Patemm Pad design with Target. What influenced you to take this step and what’s the process been like?

When I first started my business, one of my main goals was about building the brand of what a patemm™ pad is. I successfully did this by selling it exclusively online and through viral marketing efforts. My patemm™ pads truly have a “cult following”. Not only were parents across the country and abroad raving about my pads but the media caught on. With all the media exposure and the demand for patemm to get into retail stores, we waited for the perfect opportunity to come along…and it did!. We were approached by Target to be a part of their Baby Gear Invented by Parents and it was/still is the perfect opportunity to introduce patemm™ pads to the mass market. I feel so fortunate for Target to be our very first retailer. Since then, we have introduced an exclusive patemm™ pad to select boutiques/retailers across the country.

8. With your growing business and growing family, how do you strive to achieve a work/life balance?

First and foremost, I’m a wife and mom 24/7 and that is my #1 priority/ job. I’m a business woman in-between being a wife and mom. We live in a world where we are constantly striving for balance in our lives. I just have to be flexible day in and day out. I also believe that it is important to take time out for yourself. If I’m happy, everyone is happy!

9. What advice do you have for other Moms with a great invention and no idea where to start?

There are a lot of parents with great ideas who contact me for advice, mentoring, etc. We are so fortunate to live in the age of the internet where we have resources at our fingertips 24/7. My suggestion is to do lots of research online and to talk to other business owners. And, never give up!

10. What’s next for Patemm?

patemm is expanding! We are expecting our 4th baby this December…In terms of business, we are looking to extend the patemm line—new prints and products!

Congratulations to Grace and her family on the arrival of baby #4, baby Lucie Grace arrived November 29, same day my little guy turned 2 !

As Grace mentioned, mentoring, research, and never giving up are essential when looking to start your own business and what could be better than a mentoring group especially for moms? If you are looking for a special group of moms to help you on your way, I recommend Mom Masterminds, check it out!

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