Cristel Jooste – Wonder Baby

by Claire Minnaar

Tell us a bit about YOU and your family (where you are based, single / married, number of kids, etc)

My name is Cristel Jooste, married to Ewert. We live in Krugersdorp with our 2 kids – Ewert is 3 yrs old and Miane turned 1 in February.

What is the name of your company and when did you start your business?

Wonder Baby Products T/A Mum2Mum started in June 2008.

What inspired you to start your own business?

My husband owns his own business and I did all his bookkeeping from our home office. I was always on the look-out for business opportunities. When our son was born, he was diagnosed with severe reflux and we received a Wonder Bib as a gift from a family friend who lives in New Zealand. The product was magic! It worked really well and made my sons’ life easier. I realized that I could not be the only mommy battling with an infant with reflux, and thus decided to import the Mum 2 Mum products. As I could not find a similar product in South Africa.

What are the challenges you face or have faced being a working Mom and how have you overcome them?

It really is challenging managing two businesses from home and spending quality time with your kids. It is hard work, but we know that someday the businesses might be taken over by our children (if they are interested of course!). We try our utmost to maintain a healthy balance between work and family time. Being a mommy and business woman are 2 very demanding roles – but one has to do both as best you can.

What is the hardest part or have been some of your struggles starting your own business?

The toughest was getting the business up and running. As this was a new product introduced to the South African market, brand building was / is the main aim of my marketing strategy. This is an ongoing effort as new mommies enter the market and need to be informed of our product and its benefits. Advertising and marketing costs are high – thus takes a huge bite from our budget.

How do you balance your business and your family?

I work from home so it’s really difficult; both my kids were at home till the age of 7 months old. They then went to daycare. I don’t want my child to stay at home and not understand “why is mommy sitting in front of a computer the whole day and not playing with me”. I collect the kids from daycare at 14h30 and then spend quality time with them. When dad gets home I start dinner and he spends time with them. This is sometimes a challenge, but I really try to focus on them when we have our special time and not go into my office! If something important arises I tend to that when the kids are in bed!

What or whom has been the greatest support for you and your business?

My husband has been my hero thus far; he helps me with baby shows and does a wonderful job! And off course other family members and friends too!

If you had to do it all over again, what would you do differently?

We used our savings to fund the business initially. In retrospect, I would rather have applied for a loan and kept the savings as a back-up. I would also have started my marketing and advertising campaigns sooner.

What advice can you give other Moms out there who are starting a new business?

The market is very competitive. No matter how wonderful the product– it’s NEVER smooth sailing! Owning your own business takes a lot of hard work, money, dedication and time! And be prepared to spill a lot of tears when things don’t go as planned!! You need a niche product and you need to believe in your product! You can’t sell something you don’t believe in!

Is there anything else you’d like to share with us that I may have missed?

Word of mouth is a momtrepreneurs’ best advertising tool! When you find a product that works for you – tell the world! Especially in the baby industry – credibility is built if another mommy recommends your product!

If other Moms would like to keep in touch, how can they contact you?

Tel: +27 (0)084 907 7492
Email: info (at) / cristel (at)

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Wonderbaby Competition | Momtrepreneur June 17, 2011 - 8:12 am

[…] In which year did the Mum 2 Mum products come to South Africa? (clue #1 or clue #2) […]

Adele le Roux June 21, 2011 - 9:05 am

Fantastic products, fantastic service! Well done Cristel!

Veronica June 21, 2011 - 9:11 am

Cristel gave my daughter Evette a gift packet of the bibs. I have just ordered another set. Due to my granddaughter also suffering from reflux this is the only bibs she will ever use.

A wonderful product.

Well done !!!!!!!!!

Tracy June 21, 2011 - 9:19 am

I also received a gift pack from Cristel when my Daughter was born in Oct 2010, these bibs truly are magic, I’ll recommend them all moms! Reflux infant or not, they are just brilliant!

Lize June 21, 2011 - 9:44 am

I have been using Mum2Mum with both my boys and love it! Their products are amazing and a great gift for mums to be.
I have given all my friends the products to use and only received positive feedback!

stephanie June 21, 2011 - 11:46 am

well done cristel! may your business grow from strenght to strength!! God Bless!!

Le'Anne June 22, 2011 - 2:45 pm

I am proud of you well done!!!! All the best

Le'Anne Joubert June 22, 2011 - 2:49 pm

May your business continue to grow

Le'Anne Joubert June 22, 2011 - 2:50 pm

I am proud of you, may your business continiue to grow!!!!!

Lynette Bantjes June 23, 2011 - 7:56 am

Well done C, from the day you started wonder baby/ mum2mum I knew it would be a huge success !!!!! You are truly an inspiration

Tracey Burnett (KTB) June 23, 2011 - 8:10 am

You have a fantastic product (one day I WILL use the items I bought) and I wish you years and years of success xx

Lydia Jooste June 23, 2011 - 8:47 am

This is the most AMAZING product. Although I do not have babies anymore, I buy Wonder Baby products for my friends with babies and friends with grandchildren. This is a MUST have for every new mom. Well done Cristel

Julie June 23, 2011 - 12:11 pm

These are one of the few products that stand out above the rest! A must have for all moms to be! Well done Cristel!

Mandy June 24, 2011 - 1:24 pm

Awesome products and a very well run company indeed. It is a pleasure to deal with her!

Karen Havelaar June 25, 2011 - 11:58 am

Hi Cristel I’m so proud of you ! May your family and business be blessed and that you go from glory to glory

Lots of love

Annelie Siemens June 27, 2011 - 7:31 am


I bought these bibs, because they looked funky and different when I was pregnant. Little did I know that my son would have to wear bibs from 2 months already because he drooled so much, and these are the only bibs that would keep his clothes(and him dry), so I bought more.
I also started my own business the beginning of the year, and I knew that one of the products that I MUST SELL is the Mum2MUM range.
People love them and once they bought one, they come back for more.

Good luck Christel, I know Mum2Mum will carry on growing every day!!!!!

Louise Birkner June 27, 2011 - 3:26 pm

Cristel well done for having the courage to start up a new business! I am an ever hopeful mommy to be and praying God will bless me sometime in the near future and this is definitely a place I will go to get assistance as I don’t have a mom and will be relying on your expert advice!
God bless and Good luck!


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