Metro Mama

Noel Foy

Mother, Wife & Entrepreneur

metroMAMA chose Noel Foy as our very first Featured Monthly MAMA because we thought she was so interesting, ambitious and inspirational. Noel and her husband, Chris live in Westborough, MA and have 4, that's right FOUR boys; Max (11), Nate (15), Nick (17) and Jake (19). In addition to being a busy MAMA, she has also been in the education field for 25 years as a teacher, supervisor, software writer, and is currently a Learning Specialist at Roxbury Latin High School in West Roxbury, MA. She is also a Professional Development Presentor and Tutor. Noel is an entrepreneur we can all learn from. She started not one, but two companies: Shell Shades etc. and Kristel Design. Her sister Kristen has also joined her in these successful ventures.

We interviewed Noel and asked her some questions about her family, business and life. Here is what we learned.

Being an Entreprenuerial MAMA...

Q: Tell us a little about your businesses
A: The business Shell Shades etc. started serendipitously in 2002 on a Martha's Vineyard girls' getaway. On a whim, I decided to "accessorize" my guests with decorative sunglasses adorned with small, colorful seashells, and we wore them as we traipsed through the streets of Edgartown completing a scavenger hunt. Curious onlookers asked, "Where can I buy a pair?" A few weeks later, the sunglasses were selling at Blake a Beach Bungalow, an exclusive, up scale boutique in Edgartown, and our collection has grown to include a Beach and Beyond beachwear/resortwear line of tunics, cover-ups, sarongs, pants, capris, tops, and towel totes. My son Nate came up with the name of the company.

Encouraged by the interest in Shell Shades etc., I asked my sister Kristen if she'd have an interest in going in to business with me. She agreed, and we've enjoyed working and learning together (still like each other too!). We're both sales and detail oriented, but we also bring different strengths to the business-I'm more creative and she's more tech savvy. In the past year, we have added a new and completely different line, Kristel Design which features hip and unique embellished clothing and accessories. Kristel Design includes a collection of vintage tie skirts, vintage scarf skirts, vintage tie pocketbooks, vintage scarf pocketbooks, embellished and scarves.

Our mission is to provide customers with the most unique, high quality beach/resort wear and embellished clothing available. Our Beach and Beyond Shell Shades etc. line fills a void in the beachwear market, offering customers designs with flair that flatter just about any body type or height. Disenchanted with the typical beachwear offerings, we decided to design fashionable beachwear with a feminine touch that offers just the right amount of "coverage." Our unique designs segue beautifully from the beach to a night on the town and will hopefully become "go to," year round favorites! Our Kristel Design collection caters to savvy shoppers and fashionistas who are looking for something unique and different to jazz up or accent their wardrobe.

Q: What motivated you to start the business?
A: I have to give my husband credit for suggesting the idea of showing the Shell Shades to stores on the Vineyard. When I told him the story of people's reactions and comments during our Shell Shades Scavenger Hunt, he said, "You should sell them." I replied, "Who would buy them?" He quickly responded, "People like your mother!" I had to admit he had a point, so I figured, I'd give it a shot...nothing ventured, nothing gained...

Q: What is it like to be a mother AND start a new business?
A: I find it an ongoing challenge, and I'm sometimes overwhelmed with the responsibilities of being a mom and starting my own business. Both roles take a lot of patience, energy and resilience, and I sometimes feel like I'm not giving either role the time they need or deserve. I do my best to balance both roles, and I've learned to make peace with my personal best effort, even when the outcome isn't as successful as I'd like.

Q: How did you make your vision a reality?
A: Lots of hard work, diligence, and perseverance have helped, but I can't underestimate the help I've received from others in the business or the understanding and flexibility my family have shown me. Many aspects of the business such as designing, marketing, sending emails, and making phone calls can be done from home, at night, or even from a parking lot while waiting for my sons to finish practice. I'm able to do something like this without placing a big burden on my husband and am usually available when the boys need me.

Q: What has surprised you most about starting your own business?
A: I'm surprised how it has taken on its own life and expanded in to other areas that I never expected or planned.

Q: What is your most exciting entrepreneurial moment?
A: To date, I'd have to say having our products chosen for the celebrity gift bags for the Oscar's Night of 100 Stars Party and doing the "Meet and Greet" with the celebrities at the event were phenomenal highlights.

Q: What was your greatest obstacle starting the business?
A: I don't know if I can pinpoint one major obstacle, but one of my challenges is wanting to do too much too fast. I really enjoy designing, and I can get on a roll and want to complete too many designs within one season. Sometimes I have a hard time turning my creative switch off. I'm learning I'm better off to do less but do it well.

Q: Do you have any advise for other entrepreneurial MAMAs?
A: I'd start with asking some basic, initial questions-Is there a market for what I have in mind? Do I have a passion for what I do? Am I resilient, energetic, open to feedback? What's my vision and strategy to make it happen? Will my venture work with my family dynamic? What type of extra help will I have at my disposal, if needed on the home front?

Q:What resources, organizations, etc., if any, have helped you throughout your entrepreneurial process?
A:I've networked with a lot of people in the business and asked alot of questions. A fashion designer who has been in the business for over 30 years has agreed to be my mentor, and I'm starting to participate in various Women Entrepreneurial groups and organizations.

Q: How do you balance your career, family and social events?
A: It's challenging, but I've learned to ask for help...a lot! My husband and the boys are more helpful around the house than before I started my business. I don't see friends as often as I'd like, but I make an effort to periodically have them over for lunch or meet for a night out.

One of the few things that I'm not willing to re-prioritize is my workout. I make sure that happens 3-4 times a week. I used to play tennis, but most often I work out alone, because I don't have to work around anyone else's schedule, and I most often fit it in before work.

Q: What do you love about being self-employeed?
A: Coming up with an idea, seeing it through, and making it happen.

Q: What do your sons think about your businesses?
A: They're very supportive and like being involved in naming the businesses or products and being in photo shoots.

Being a MAMA...

Q: What are three words that came to your mind when you learned you were going to be a mother?
A: Excitement, fear and joy...

Q: Describe yourself as a mother.
A: I'd like to think that I'm a loving, caring mom who sets a good example, is curious about what makes her kids tick yet shares her own dreams and visions.

Q: How do you reward/discipline?
A: I reward good behavior with positive feedback and special treats, like a special dinner (in a house full of boys, "food talks") When the boys are disrespectful or disobedient, they know they'll be held accountable for their words or actions. I've had more success disciplining when I use the word accountability as opposed to consequence or punishment. It seems to place the responsibility of their actions/words on them.

Q: Do you have a philosophy for raising children?
A: Beyond the obvious need for love, patience, and support, I've learned the importance of not doing too much for them and letting them own their mistakes. And I can only speak of my experience as a mother of four boys, but I've found it important to keep them busy...not to the point of feeling stressed out or overwhelmed but to the point where they're productive and involved.

Q: How has being a mom changed you?
A: As a young woman, I can remember observing a mom yelling at her children in the grocery store, and thinking, "I'll never behave like that." How naïve I was! I also now appreciate my mother more than ever!

Q: Do you have any advice for new moms?
A: Ask for help when you need it, take care of and make time for yourself, and enjoy the experience. Older, wiser parents warned me it would go so fast, but when the boys were young, I remember being so focused on reaching the next stage....now I want to slow the process down a bit and savor every minute.

Q: Do you have anything funny to share?
A: Years ago, my youngest son came home with head lice. Being a germ and bugaphobic, I freaked out! After an unsuccessful treatment of the "special shampoo," my husband and I decided to shave everyone's head, myself included! It made for an interesting Christmas card!

Life in the Bay State

What is your favorite...

 

Family Activity - eating dinner together. I really enjoy cooking and with the boys' sports/activity schedules, it takes a concerted effort to eat as a family.

Family Restaurant - Ziti's in Westboro

Family Summer Activity - going to the beach and swimming, playing wiffle and paddle ball.

Family Winter Activity - skating at the pond down the street.

Thing about New England? - What I love about MA/NE-the access to so many different activities and venues...the mountains, ocean, quaint small towns, and I love the city of Boston-its history, culture, diverse neighborhoods and restaurants, educational institutions, and of course, its sports' teams.

MAMA to MAMA:

Fun short questions that reveal the truth about us as mothers and women...

 

What is your favorite hair salon? - Profilo in Westboro.

How often do you pamper yourself? Very sporadically...whenever someone gives me a gift certificate to a spa!

How do you relax/distress? Exercise, listening to music, and getting together with friends.

The real truth...

Cook in/or eat out? I love to cook and bake, so I'm a big fan of eating in.

Clean mom or service? I wish I had a service. Cleaning is an ongoing family project, but I'm the only one that seems to notice the house needs cleaning!

Morning/Night person? I'm both! But I'm not an extreme early bird or night owl. I get cranky when I'm sleep deprived.

Hair maintenance? Not one for set appointments-I just call when I can't stand to look at myself in the mirror, and ask "Who's available and how soon can they take me?"

Shopper or saver? I'd have to say I enjoy both, but I'm more of a browser than a shopper, and I'm one of the few women I know who likes to shop by herself.