Angeline Lim, once an accounting pro and now an M&A manager in the aviation industry, is the force behind SavvyMamaSG, a brand dedicated to making modern parenting a walk in the park! With her background in Business Development, Joint Ventures, M&A, and Audit, Angeline has swapped the corporate world for creating a go-to spot for all your parenting essentials. SavvyMamaSG has stocks everything from postpartum care items and hands-free shoulder carriers to waterproof bed pads, on-the-go packing solutions. They even have a fab range of books to help mums and dads tackle the daily chaos of raising kids.
As a mum of two lovely girls, Angeline knows all too well the highs and lows of motherhood. Her own experiences inspired her to start SavvyMamaSG, offering practical and sustainable products that really make a difference. Back in her pre-mum days, Angeline loved travelling to new countries and hiking mountains every year. Now, she enjoys exploring with her daughters using the MiniMeis shoulder carrier and cherishes her “me-time” with good skincare and workouts.
In this edition of Mums We Love, Angeline shares about her family, motherhood and what drives her to empower parents with products that make parenting a little easier and a lot more fun.
Angeline in three words?
Energetic, sunshine, resilient.
Tell us a little about your family (husband, kids) and childhood.
I have a loving neurosurgeon husband and two beautiful daughters aged one and three, who are the light of my life. Growing up, I was an “ugly duckling” with a super short, boyish haircut, but now I make sure my girls get to keep their hair long! My family valued togetherness, and that’s why I’m the overly attached mum who goes everywhere with my two girls.
SavvyMamaSG… how did it all begin? We love to hear all about it.
SavvyMamaSG began when I was expecting my first child and felt overwhelmed by the endless shopping for baby essentials. My husband kept asking if we really needed this or that.
I wanted to create a space where mums could find the parenting essentials that truly make parenting easier and more enjoyable.
While everyone buys beautiful things for the baby, mums are often neglected. Hence, I introduced postpartum care products like our Noonie maternity cooling pads and SoKind Love Lines stretch mark cream to help take care of mums.
As busy parents, time is of the essence, which is why we included waterproof Peapodmats for potty training, PacaPod on-the-go packing solutions, and a range of bilingual books to empower parents to embrace parenthood with confidence. Our brand embodies practical and sustainable parenting solutions, offering products that enhance the journey of raising children.
What were some of the challenges you faced when setting up the business?
The hardest part was getting awareness for my brand. I knew I had quality products that could help other parents, but people just didn’t know SavvyMamaSG existed.
Many times, I wanted to give up because I wasn’t getting any orders at all and wondered if I was wasting time. But I’ve learned that we have to just keep going.
Balancing the demands of a new business while being a mom of two was also a significant hurdle, but my passion for helping other moms kept me going.
Receiving reviews and comments from customers saying that they like my range of products never fails to make my day and motivates me to continue.
What makes SavvyMamaSG stand out from the rest of the brands carrying baby and kids essentials?
SavvyMamaSG stands out because of our exclusive high-quality, practical brands that truly address the needs of modern parents. Our products are inspired by our daughters’ growing-up journey, and we can’t imagine not having these products!
Your top three favourite products from your collection? Why?
SoKind Love Lines stretch mark cream – this cream is truly magical and every woman should try it. It has regestril that helps stimulate collagen, erasing/preventing stretch marks during and after pregnancy. It also works on fine lines and C-section scars.
The PeapodMat – for its practicality and ease of use. It’s a game-changer and helped empower my toddler in her potty training journey. I even told her it’s okay not to have a diaper on and still pee while sleeping at night.
MiniMeis shoulder carrier – for its hands-free convenience during outings. Pre-baby, we loved hiking, and this helped us continue doing what we love.
What is your typical day like? As a mum and business owner?
My typical day starts with getting my kids to school, followed by a workout session at BFT, fulfilling orders, and setting up multiple alarms for the day’s appointments. I also work on my day job in Strategic Investments and M&A, albeit part-time.
In the afternoons, I think up dinner ideas for the kids and then plan and strategize for SavvyMamaSG.
Evenings are dedicated to quality time with my family—playground, dinner, reading, bedtime.
Has motherhood changed the way you conduct your business? How so?
Absolutely! Motherhood has made me more empathetic and understanding of my customers’ needs. We’ve received several urgent requests for our Peapodmats to soak up pee or vomit, and it makes me happy to be able to help “save” one other parent!
It has also taught me to be more efficient with my time—I have multiple tabs open in my mind at any point in time, and it’s a constant battle to prioritise tasks.
Describe your parenting style. Similar to the way you were brought up? Or different?
My parenting style is a blend of love, discipline, and encouragement. We spent one year in Canada, and I loved how it was a lot of “letting go” but making sure they know I’m always there when they need me.
Kids these days are different and can’t be forced to do things they don’t want to do. Every day I try to outsmart them—rather than forcing my girl to eat, I encourage her to eat if she wants to grow.
I also tell her “money doesn’t grow on trees” from our bestselling book in our store, to which she now says she won’t cry when we go to work.
Three places in Singapore I love to explore with my kids are…
We don’t have a fixed place we love to explore, but we love visiting outdoor playgrounds and East Coast Park for cycling.
Two absolute essentials for every mum from the SavvyMamaSG collection?
The PeapodMat – it really soaks up everything and is so easy to clean! No more wet bedsheets to deal with.
Sokind love lines stretch marks cream! Who said you have to live with stretch marks? Try it for yourself!
One must-have in every mama’s diaper bag is?
A pack of wet wipes to handle any mess!
What’s next for SavvyMamaSG?
We’re looking to expand both our existing product range with new prints for PacaPod and new colors for Peapodmats, as well as a hair-growth set for postpartum mums.
We’re pushing ourselves to have new innovative solutions as well—stay tuned for new launches by following us on @savvymamasg or catch us at the November gifting edition Boutique Fairs! We aim to build a stronger community of moms who can share their experiences and support each other. Mums uplift mums—we got this!
