We were lucky to catch up with Sara Azadi recently and have shared our conversation below.
Sara, thanks for taking the time to share your stories with us today Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later
If I could go back in time, I wouldn’t change a thing about when I started Tushbaby. I launched the business when I was 40, and by that time, I had spent nearly two decades in advertising. This was crucial because I had learned how to build, grow, and launch brands that truly resonated with consumers. Starting earlier would have been possible, but I wouldn’t have had the same level of insight and maturity. My experience gave me the perspective and confidence to create a brand with longevity and elasticity.
What made the timing even better was that it allowed me to mostly drive the business without us having to take on outside investors or advisors. I knew what I was doing, and it felt great to have the autonomy to shape the brand on my own terms. Had I started earlier, I might not have had the depth of understanding needed to navigate the challenges of entrepreneurship, and the business might not have been as sustainable and successful as it is today. I knew how have to adapt quickly in a fast-evolving market which I will tell any entrepreneur is the difference between businesses that survive and businesses that don’t. So, looking back, I think 40 was the perfect time for me—it allowed me to combine my passion with the right level of professional and life experience.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Tushbaby came out of pure and simple necessity: my business partner, Tammy Rant, couldn’t find an easy, comfortable way to carry her kids, and we knew other parents had the same problem. Strap-in carriers were too complicated and ugly. And wraps and sacks were too hot and sweaty. We created Tushbaby for parents looking for a simple, supportive way to carry their kids longer and more comfortably. For people who want to streamline the baggage (literally) that comes with leaving the house. And for our little ones who love to be held close.
We launched Tushbaby in October 2019. I became incredibly passionate about making sure every mom knew about us. This passion came from personal experience—my daughter loved being held and hated being tucked away in a stroller or stuffed into traditional, complicated carriers. So, for years, I carried her on my hip, which eventually led to shoulder surgery in 2017, and I still deal with sciatica today. That experience made it my mission to reach as many caregivers as possible with a better carrying alternative. Enter Tushbaby.
Before Tushbaby, I spent 19 years working at world-renowned agencies, helping clients large and small achieve their marketing objectives by focusing on the intersection of culture, consumers, and data. At Edelman, the world’s largest marketing communications firm, I served as EVP, managing complex business challenges and crafting brand narratives rooted in human truths that resonate.
Prior to Edelman, I was Director of Client Partnerships at Swirl, Inc, a McGarryBowen agency. There, I led the development of marketing strategies, guided agency innovation, and spearheaded partnership initiatives. One of my favorite projects was working with the Grateful Dead, Pandora, Dolby, Microsoft, and Red Bull on an initiative that aimed to redefine the music industry’s relationship with brands. The goal was to foster collaboration between artists and corporations, creating original content that reflected consumer behaviors while making marketing more enjoyable rather than purely a sales tool.
I’m a proud California native of an immigrant parent, living in Marin with my husband, our three children, and two crazy, insane pups.
Can you tell us the story behind how you met your business partner?
I met my co-founder, Tammy Rant, through her sister-in-law, who was my Creative Director in advertising. At the time, both Tammy and I worked in downtown San Francisco, just a block apart. We’d meet for lunch and discuss the prototype Tammy created of what would become Tushbaby.
Our first big test as partners was when Tammy was slated to appear on Shark Tank to pitch the product. We worked closely on the messaging and the pitch, and the experience really solidified our partnership. Although our Shark Tank episode aired in December 2019, we actually launched Tushbabyin October 2018, and it was a huge success right from the start.
What makes our partnership work so well is that we complement each other. I’m creative and always thinking forward about the direction of the business, while Tammy is highly operational and focused on the bottom line. She’s also fearless, which is a quality you need to successfully launch a business. Together, we bring the balance of creativity and strategy that has helped Tushbaby thrive.
Can you talk to us about how your funded your business?
We bootstrapped Tushbaby from the start and only did one angel round, raising funds from family and friends. That gave us just enough capital to launch the business and get things rolling. In May 2018, we started a Kickstarter, setting a goal of $10k. To our surprise, we ended up raising $124k—far surpassing our expectations.
The Kickstarter campaign played a huge role in our early success. We were featured on outlets like Buzzfeed, Parents, and Good Housekeeping, and within weeks, Tushbaby went viral. In total, we garnered over 60 million views, which really helped us build momentum before our official launch in October. The combination of bootstrapping, the angel round, and Kickstarter gave us the perfect foundation to take off.
Contact Info:
- Website: https://www.tushbaby.com
- Instagram: @TushbabyShop
- Twitter: @TushbabyShop
Image Credits
photo credit is: Jessica Clough