11 Mother-Led Businesses To Support This Mother’s Day And Beyond
Alice Rich
Contributor & Former Editor | Urban List NZ
As Mother's Day approaches (10 May to be exact), we look to the women in our communities who are somehow managing to crush the enormous feat of growing and raising a human while still slaying the business game in the midst of an incredibly strained financial era.
From children who are able to nap through the melodies of the morning coffee rush to businesses that celebrate a lineage of people, love and culture. From women whose children are now grown and embarking on entrepreneurial pursuits of their own, to a soon-to-be first time mother about to dive into a new chapter.
Here are 11 mother-owned businesses to support this Mother's Day and beyond.
Fort Greene
327 Karangahape Road, Auckland
Image credit: Andrea Muhlhausen | supplied
Andrea Muhlhausen, alongside her partner Liam Fox, are sandwich royalty, and the creators of bakery-eatery Fort Greene, which specialises in sourdough and Viennoiserie.
Now with two children, the pair started Fort Greene as a pop-up when their first child, Olivia, was just two years old. “Moving to a permanent store, quitting our secure jobs and having a toddler was very scary," says Andrea. "We couldn’t have done it without the help of our amazing neighbours and friends. It takes a village to raise a child, and we sure tested that.” She still remembers holding Olivia in her arms while making coffees and taking orders at the same time.
“Running your own hospitality business, juggling kids and working with your partner is very demanding but also very rewarding. I wouldn’t change it for the world.”
Sagrado Cantina & DEZA
10/183 St Kevins Arcade, Karangahape Road, Auckland
Image credit: Mama Lety | supplied
When Jorge Nieto and his partner Andrea Ramirez decided to bring Mexico City-style street food to the masses, Jorge's mother, Mama Lety (pictured), hopped on a plane from Mexico to help with the launch. The menu at Sagrado Cantina–and its newly-launched sister mezcal bar, DEZA–honours collective family heritage, spotlighting recipes passed down through Jorge's family and Mama Lety played a big role in shaping the kitchen.
“Even though I am in Mexico, my heart is always in the kitchen with Jorge,” says Mama Lety. “The recipes we share are not just food, they carry our history, our family, and the way we show love. Knowing that a part of me is present in Sagrado, even from far away, means everything.”
The Lit List & Litsy Reads
Online
Image credit: Rachel Soo Throw | supplied
With a slick 165k followers on Instagram, The Lit List is a very well known corner of the internet. And rightly so–Rachel Soo Throw’s immaculately-styled book recommendations are everything. But Rachel’s dream has always been “to provide fellow readers with books that not only reflect my personal tastes but also introduce unique literary pieces to audiences wanting to discover something new”. So just this April, she launched Litsy Reads, an affordable used and vintage online bookstore that supports the circular process of sustainable reading. And it’s already proved a hit with book lovers.
But that’s not all that’s new for Rachel, less than a month earlier she announced she’s due to have her first child in September. “Approaching motherhood for the first time whilst juggling freelance and content creation is a lot–it’s a realm that’s completely new to me but has allowed me to prioritize my day with rest in mind.”
Turua Gallery
10a Turua Street, St Heliers, Auckland
Image credit: Ruby, Liss and Lucy Wallace | Isabella Spinoza
Liss Wallace and her husband Dean left their design agency to open Turua Gallery in 2019 when their daughters, Ruby and Lucy, were almost 21 and 19. “While it was a busy time, it actually felt quite seamless–the four of us were very much a team with a shared vision,” says Liss, explaining how the girls played an active role in the gallery. “The juggle felt different than it might have earlier in life because they were independent.”
Now Ruby, with support from Lucy, has a business of her own–Enamoured Books, Tāmaki Makaurau’s first romance-only bookstore. “Watching them now work side by side, building the business and playing to each of their strengths, is truly a dream. I feel very lucky to have two daughters who are so close–best friends, with a quiet but fierce support for one another.”
OYF Remuera
Ōrākei Bay Village, 234B Ōrākei Road, Remuera, Auckland
Image credit: Nera Fernando | supplied
In 2024, when her children were just 1, 8 and 12, Nera Fernando launched OYF, a neon-lit, infrared movement studio that has gone from strength to strength. ‘Progress over perfection’ is the mantra that keeps her going. That, and involving her children in the business–her eldest daughter now helps with the front desk, her middle daughter with the Canva posters and her son (now three) helps with stocking the fridge and filling the spray bottles.
“It’s also about having a fantastic team that embraces the mum juggle–where they are happy with messaging late at night when kids are asleep. My team and the OYF Community is an extension of my family, and the studio is an extension of my home.”
Kind Kai
Pāpāmoa, Bay of Plenty
Image credit: Tania Carr | supplied
Tania Carr is an entrepreneurial powerhouse and has built a recruitment business, a coaching practice, the whānau-led kaupapa Real Talk and, most recently, Kind Kai based in Pāpāmoa, alongside her daughter Shaianne. “As a māmā, my journey into business has always been deeply rooted in purpose. I became a young mum at 16, and that experience shaped everything. It taught me resilience, responsibility, and the importance of creating a life not just for myself, but for my tamariki,” says Tania.
"My world as a māmā and as a businesswoman are woven together. My tamariki have always been part of my journey, they see the highs, the lows, the challenges, the growth, and through that, I hope they learn what it looks like to lead with courage, integrity, intention and aroha."
"For me, motherhood and business are deeply connected. Owning my own business has given me the freedom and flexibility to design a life that aligns with my values and always me to be present for my whānau. At the heart of it all is raising strong independent māmā, who raise strong independent tamariki and mokopuna to create pathways for the next generation to thrive.”
Capitol Restaurant
10 Kent Terrace, Mt Victoria, Wellington
Image credit: Kate Hutchison | supplied
Kate Hutchison was seven months pregnant with her first child when she and her husband, Tom, started Capitol Restaurant some 24 years ago. “Initially we divided to conquer so Tom looked after the business, I did the back of house stuff like all the tax and accounts, and I raised the kids which meant we had to be really devoted to one another because our venn diagrams just didn’t overlap.”
“We were determined. I don’t believe in having children if you’re not going to give them any time,” says Kate, explaining how she would do after school pick up and spend lots of time helping her children with their homework. About 10 years in circumstances allowed Kate to step into the role of General Manager and, after covid, she and Tom became owner-operators. She emphasises it’s about having people around you who you love and trust to help raise a family. “Because that’s what makes a beautiful, technicolour life for a child.”
journl.
Online
Image credit: Daisy Moore | supplied
It will come as no surprise that here at Urban List we’re all about the power of the written word, and Daisy Moore’s beautiful journals, which provide a guided framework to understanding journaling, help you carve out the space to find your own. In addition to journl., Daisy is a life coach and hosts journalling events, all while raising a one and a four year old. “As mothers we’ve been sold the idea that we can do it all, but just because we can do it, doesn’t mean we should, and this is the difference between capability and capacity. Accepting that isn’t always easy, but it’s necessary,” says Daisy.
“In this season, I keep coming back to: What is the function of my business in this season? What does ‘good’ look like? Where can I pull back and stay profitable and where can I dial up when I have more to give?’ So, I don’t know if I juggle motherhood as such. I’d say I’m constantly adjusting, balancing what’s important with what I have to give. And mostly I’ve made peace with the fact that’s enough.”
Lindsay Stanley Public Relations
Online
Image credit: Lindsay Stanley | supplied
Lindsay Stanley runs a small independent PR business, LSPR, while being a mum to her nine-year-old son. Her portfolio includes the likes of Designer Wardrobe, Free AF, Wonky Box, Waitomo Glowworm Caves and Kiwi Experience, to name a few. “Running my own business means life is full, but it gives me the flexibility to do the school runs, be present, and shape work around family,” says Lindsay.
“When your time is genuinely limited, you stop wasting it–you focus on what moves the needle and you show up fully. That mindset, more than anything is how I’ve grown the business alongside raising my son.”
SOPHIE
Online & 282 Ponsonby Road, Auckland
Image credit: Belinda Cannon | supplied
Belinda Cannon began jewellery, clothing and accessories label SOPHIE as a side hustle alongside a part-time corporate role. At the time her twins Henry and Sophie (who the label is named after), were three years old. “I would work when the kids were asleep until the early hours of the morning,” says Belinda.
“Being a mother is 24/7, as is owning a business. I try to be the best Mum and do the best work I can every single day but sometimes you have to let things go–the work just can’t all be done the way I’d like it to be and I’ve learnt to accept that. My children always come first.”
Hotmilk Lingerie
Online
Image credit: Lisa Ebbing | supplied
When Lisa Ebbing had her first child, she couldn’t find a nursing bra that didn’t look like it was designed for someone in their 80s. Enter: Hotmilk Lingerie, a brand that has now been running for over 20 years. “It’s tough–and it’s not for everyone. There’s this feeling that you’re not excelling at either being a mum or running a company, like you’re failing at both. But the truth is, you can only do so much," says Lisa.
For me, I gave everything to work and to the kids, which meant little time for my own self-care. I’m okay with that trade-off–it was the right choice for that season. But now that Aria, Amara and Violet are older, I’m choosing to focus a little more on myself too.” And, as art mirrors life, Lisa's new era sees an expansion of Hotmilk's offering in Evolve–lingerie that goes beyond maternity.
Want more? Check out:
- The Best Things To Do With Mum This Mother's Day In Auckland
- 10 Aotearoa-Based Businesses To Back This International Women's Day (And Every Day)
- Our Pick Of The Most Gorgeous Floral Offerings In TāmakI Makaurau
Main image credit: Tania Carr | supplied.