As mums, we all know the joys as well as challenges of raising our kids. More so, as working mums, perhaps the challenges rise up a notch and sometimes we find ourselves scrambling for everything and anything! As we close off 2024, Mummyfique showcases Winnie Puah, the visionary founder and driving force behind Ashbury CoCo, a brand that focuses on top-notch children’s fashion for special occasions.
The brand had its humble beginnings as AshburyMall in Singapore in 2009. When she relocated to Los Angeles, Winnie saw a gap in the market for high-quality, stylish, and comfortable clothing for children and youth. Winnie rebranded the company and launched Ashbury CoCo via Etsy Handmade in 2016 and has gained a reputation for its exceptional craftsmanship and elegant collections.
In this edition of Mums We Love, Winnie shares about mothering solo in the initial years and her experience in managing a thriving business.
Winnie Puah in three words?
Loving, Resourceful, Steady-pom-pi-pi!
Tell us a little about your family (kids) and childhood.
I’m a proud mama of triplets who keep me busy, entertained, and sometimes a little pek chek. My kids are like my personal alarm clocks and workout trainers—always on the go, keeping life exciting and unpredictable!
Growing up, I was the classic HDB kid—playing catch under the void deck, cycling around the neighborhood, and sneaking in a little extra time at the playground after school. My parents always taught me the value of hard work and family, which has shaped who I am today. Life back then was simple, but those moments taught me how to treasure every little joy—a lesson I hope to pass on to my children.
Ashbury CoCo… how did it all begin? We love to hear all about it.
Ah, AshburyCoCo—it all began with a simple yet heartfelt dream. As a mum, I’ve always loved dressing my kids for those precious moments—birthdays, weddings, celebrations—occasions where you want them to shine, but still feel comfy and confident. I often found myself wishing for kids’ clothing that was stylish yet practical, something special without being too over-the-top.
That’s when the idea for AshburyCoCo was born—a fashion brand offering thoughtfully designed, high-quality children’s clothing for those unforgettable moments. The name itself reflects elegance and a sense of occasion, inspired by my belief that childhood memories are often wrapped up in these special milestones.
It started small—just me working from the garage—but seeing the joy on parents’ faces (and the adorable photos!) made every bit of hustle worth it. Today, AshburyCoCo is my way of helping families celebrate life’s milestones, one beautifully dressed little one at a time.
What makes Ashbury CoCo stand out from the rest of the brands carrying baby and kids fashion?
What sets AshburyCoCo apart is the heart and thoughtfulness we pour into every piece. Our designs aren’t just about looking good—they’re about creating memories. We specialize in outfits that blend timeless elegance with everyday practicality. This is so that kids can look their best and still feel free to play, laugh, and enjoy their special moments.
Every detail matters to us—from choosing premium fabrics to ensuring each design feels unique and special. We believe that children’s clothing should celebrate their joy and individuality while making parents’ lives easier when it comes to dressing for those milestone events.
Based in Los Angeles, AshburyCoCo brings a modern, stylish approach to children’s fashion while staying true to the magic of childhood. For us, it’s not just about the clothes—it’s about helping families create beautiful, lasting memories.
What were some of the challenges you faced when setting up the business?
Starting AshburyCoCo was an exciting adventure, but like all new journeys, it came with its fair share of challenges. One of the biggest hurdles was figuring out how to balance being a mum and running a business. There were plenty of late nights and moments when I wished I could clone myself!
Another challenge was sourcing the right materials and partners to bring my vision to life. I didn’t just want beautiful designs—I wanted quality and comfort that parents could trust. It took time, trial, and error to find the perfect balance.
Building a brand from scratch also meant stepping out of my comfort zone, especially when it came to things like marketing, logistics, and understanding the nitty-gritty of running an e-commerce business. It was a steep learning curve, but every challenge taught me something new and made AshburyCoCo stronger.
Ultimately, what kept me going was my belief in creating something meaningful for families. Seeing the joy on parents’ faces when they dress their little ones in our designs makes all the struggles worthwhile.
What was the most rewarding in setting up your own company?
The most rewarding part of setting up AshburyCoCo has been seeing my vision come to life and the impact it has on families. There’s nothing quite like the joy of seeing a little one light up when they wear one of our outfits, or hearing from parents about how our designs made their special moments even more memorable.
Another incredibly fulfilling aspect has been the creative freedom. Being able to pour my heart and soul into every design, making sure it’s something I’d be proud to dress my own kids in, has been such a meaningful journey.
On a personal level, building this company has been a lesson in resilience and growth. Knowing that I’ve created something from scratch—through late nights, trial and error, and sheer determination—has been such an empowering experience.
But the best part? It’s knowing that AshburyCoCo has become a small part of so many families’ cherished celebrations. That connection makes everything worthwhile.
The top three favourite products from your collection? Why?
It’s so hard to pick favourites—they’re all like my babies! But if I had to choose, these would be my top three:
This design holds a special place in my heart because it was one of the first pieces in our collection. It’s elegant, unique, and has a little touch of whimsy that captures the magic of childhood. Every time I see a child wearing it, it reminds me why I started this journey.
I love our Slim Fit Suits because they strike the perfect balance between classic style and modern comfort. They’re ideal for weddings, fancy parties, or even a family photoshoot. The tailored cut gives kids that sharp, gentlemanly look while the soft fabric ensures they’re comfortable enough to run around and play. Plus, there’s something so special about seeing a little one in a suit—it’s like they step into a world of elegance while still being able to be kids.
The James Bond Tuxedo is my absolute favourite for those high-class moments. It’s all about bringing a touch of Hollywood glamour to the little ones’ world. The satin lapels, crisp shirt, and perfectly tailored fit make it feel like your child is ready to take on the world—whether it’s a formal event or a family celebration. It’s so fun and unique, and the look on a parent’s face when their child steps into this tuxedo? Priceless. It’s like a mini James Bond in the making!
What is your typical day like? At home and at work?
A typical day for me is a balancing act between family, business, and everything in between. At home, my mornings start early—preparing my kids’ lunchbox (homemade Asian food) and getting them ready for school. Then it’s off to school, walk my dog and managing the household.
Once the kids are settled at school, my workday begins. At AshburyCoCo, it’s a mix of designing, handling customer inquiries, and working on marketing strategies. I also keep an eye on the production side of things—making sure every detail is up to standard and aligns with our brand’s vision. The afternoons are often filled with fulfilling orders and making sure everything is running smoothly.
Of course, my day doesn’t end when the workday is done. Evenings are family time, where we enjoy dinner together, do homework, or catch up on the day. After dinner, I squeeze in more time to manage the school’s Science Olympiad Club whereby I’m the president overseeing over a hundred students, managing the schedules of coaches including busy scientists, doctors, and professors. The hustle never stops! But at the end of the day, it’s all worth it when I see how our business is growing, the club is well managed and when I get to spend time with the people I love most.
How was your experience like during the initial years mothering solo with three young, gifted kids?
Mothering three young, gifted kids was definitely a wild ride! The initial years were a rollercoaster—full of kancheong moments, but also a lot of heartwarming joy. Each child has their own unique personality, so it was about finding balance and rhythm in our day-to-day lives. On one hand, they were all full of energy and curiosity, constantly surprising me with their talents and abilities. On the other hand, I was always juggling the demands of motherhood, schoolwork, extracurriculars, and trying to find time for myself (which is a rare commodity in my world!).
It wasn’t always easy—there were days when I felt like I was running on empty and doubting if I was doing enough for them. But seeing their growth and accomplishments, and the bond we shared as a family, made it all worth it. There were plenty of moments when I needed a break, but I quickly learned that being flexible, asking for help when I needed it, and trusting my instincts was key to making it work.
Ultimately, being a mum with three gifted kids taught me to embrace the chaos and appreciate the small wins. It made me more resilient and resourceful, and now I cherish every moment of the journey, even the challenging ones.
What were your main takeaways during those initial years?
Mothering three gifted kids in those early years was a whirlwind. I quickly learned that things rarely went as planned, and that was okay. Embracing the chaos became key—whether it was last-minute school projects or unpredictable schedules, I had to let go of the idea of perfection and find joy in the mess.
I also realized the importance of flexibility. Routines often shifted, and I had to adapt. But one of the biggest lessons was understanding that I needed to take care of myself too. It wasn’t easy, but once I made self-care a priority, I was better able to show up for my kids.
Above all, I learned to trust my instincts. No one knows my kids better than I do, and relying on that inner guidance made all the difference. It wasn’t about having everything figured out; it was about being there with love and patience every step of the way.
How did you cope being a mum and business owner all at the same time?
Coping with being both a mum and a business owner definitely requires a lot of juggling! There were days when it felt like I was running on empty, but I learned early on that balance doesn’t mean doing it all at once. It’s about prioritising and finding moments to focus on what truly matters—whether that’s being present for my kids or dedicating time to my business.
I try to take each day as it comes. Some days, my work takes the front seat, and other days, family time becomes the priority. The key for me has been being flexible and letting go of the idea that I can do everything perfectly. I also had to learn how to ask for help, whether from family or my team.
Ultimately, what keeps me going is my passion for both my family and my business. I’m driven by the desire to build something meaningful while being there for my kids. And when I see them happy and thriving, and my business growing, it makes all the hard work worthwhile.
What have you learnt and what advice / guidance can you can share with other mums?
What I’ve learned is that motherhood and entrepreneurship are both deeply rewarding, but also incredibly challenging. The biggest lesson for me has been that it’s okay not to have it all figured out. Perfection doesn’t exist, and sometimes, you just have to go with the flow and trust that you’re doing your best.
One piece of advice I’d give to other mums is to embrace the messy moments and not be too hard on yourself. There will be days when things don’t go according to plan, but that’s part of the journey. Also, don’t be afraid to ask for help and lean on your support system—it’s not a sign of weakness, but a strength.
Most importantly, take time for yourself. You can’t pour from an empty cup, so make sure to find moments to recharge, even if it’s just a few minutes of quiet or something that makes you happy. Your well-being matters just as much as everything you do for your family.
And remember, being a mum and pursuing your dreams is not about perfection, it’s about progress. Celebrate every step forward, no matter how small.
