In our regular series of profiles with alumni entrepreneurs we spoke to an innovative alumna making waves in the world of children’s fashion.

Tell us a little about yourself?

Bao FooI was born in a family with strong family values and aspirations i.e. bonding times with parents via engaging in outdoor activities. Every Sunday we spend time together and it is this strong family bonding and love of an active lifestyle that I want to promote through my business.

The inspiration for my business came on a family trip to Penang with my nephews and nieces. As the young ones took to playing in the water like most children, I observed that their parents’ are concerned over their kids getting sunburnt or catching a cold, hence the idea of protecting kids in and around water prompted me to start this business.

What’s the big idea? 

Cheekaaboo_Logo_Full_2Cheekaaboo is a business focusing on designing a range of innovative and practical products for active outdoor children, with parents in mind. Launched in 2012, our aim is to enhance family bonding while having fun, and to make children’s growing process more meaningful. We encourage active lifestyle and family bonding for parents and kidsOur plans to achieve business growth are as follows:

  1. Growing the brand through our existing distribution network.
  2. Increasing and deepening brand recognition through the development of an integrated digital platform.
  3. Generating new customer leads through additional marketing channels – such as tour operators, resorts and swim schools.
  4. Investing in our product range – through more bespoke options and a wider selection of Cheekaaboo merchandise.

What made you want to become an entrepreneur?

The personal attributes that have brought me success in business are a determined, “never give up” attitude. I am outgoing and active and I always get excited by new business ideas and concepts, especially those that offer true value to customers and promote my key drivers of promoting a healthy lifestyle and encouraging family bonding.
Finally, my ultimate ambition is to grow my business to an extent that would allow me to establish a foundation to help disadvantaged children around the world.