Today we’d like to introduce you to Sara Azadi

Sara, we appreciate you taking the time to share your story with us today. Where does your story begin?

I grew up in Modesto, California, in a family that celebrated hard work, tenacity, and diversity. My father immigrated from Iran in the 1960s, and my mother came from a working-class Irish-American family. Being an Iranian-Irish American was unusual to say the least, but it shaped my empathy and compassion for the diverse experiences that make up America. Everyone has a story, and my fascination with the human experience—exploring who we are and who we can become—sparked my creativity.

To fuel that passion, I immersed myself in writing and photography, capturing stories and their images. I also loved movies, poetry, and history, which deepened my appreciation for storytelling. This creative curiosity ultimately led me to a career in advertising, where I spent 20 years. That journey prepared me to co-found Tushbaby, where I aim to create meaningful connections through products that are not only functional but beautiful as well.

We all face challenges, but looking back would you describe it as a relatively smooth road?

There have been moments when I’ve felt like this journey is too overwhelming. The uncertainty can be daunting, and I find myself worrying more now than I ever did working for a large corporation. But what keeps me grounded and pushes me forward is the transparency I have in my own business. I know what’s real and what’s not, which both calms me and motivates me.

I’m working for myself, for my success, and for the security of my family. I no longer follow a traditional career path; instead, I’m on an “accountability path.” My definition of success has shifted—it’s no longer about building a resume. It’s about asking myself, “What bold, seemingly impossible thing am I going to accomplish next?” Success now feels personal and limitless, defined by the impact I create and the challenges I conquer.

Alright, so let’s switch gears a bit and talk business. What should we know?

I co-founded Tushbaby in 2018. Tushbaby is a parent-centric company dedicated to making life easier. We are known for our innovative and ergonomic baby carriers and accessories. We are committed to empowering parents and caregivers by creating beautiful products that are highly functional. My business partner, Tammy Rant and I share similar backgrounds as children of immigrants, instilled with the belief that tenacity is the only way to tackle seemingly impossible challenges. We apply that determination to building numerous prototypes of our products while always focusing on one key goal: making parents’ lives easier. Our final designs embrace that mantra—our products must be easy to use, provide essential relief for your body, store everything you needed to ditch a heavy shoulder bag, and always look great.

We carry that same mindset into our marketing. Every story we tell revolves around simplifying and improving life for parents. Simplicity is what makes an idea relatable, marketable, and ultimately successful. At its core, simplicity is what performs, both in design and in storytelling.

What’s next?

As a parent of two children in college and one child preparing to enter high school, I’m embracing this new season of life as an opportunity for growth and transformation. Each phase brings a fresh perspective, and this one feels like a turning point—allowing me to focus more on myself and my business. I’m excited to explore ways to evolve Tushbaby further, build on its success, and expand into new areas that support parents in even more meaningful ways. Personally, I’m also looking forward to carving out time to recharge, pursue passions I’ve put on hold, and continue growing as an entrepreneur. It’s an exciting chapter, and I’m ready to make the most of it.

Contact Info:

• Website: https://www.Tushbaby.com
• Instagram: @tushbaby
• Other: TikTok: @tushbabyshop

Image Credits

Image Sara Azadi by Jessica Clough
Image with Tammy Rant and Sara Azadi by Andrew Werner
Product Images by Jackie Cederholm