We're inspired by fellow working mothers and their drives. This time, Susan Holst shares the story behind her drool bibs at Honni and her ambitions for the future.
I hadn't heard of stylish drool bibs before discovering Honni. It's a shame I missed them when my own kids were babies—those beautiful designs would have saved countless outfit changes from drool mishaps. Susan's story below highlights why every parent should know about them.
Read on...
Hi, I'm Susan Holst, a 43-year-old Danish woman who's lived in the Netherlands for 13 years with my Dutch husband and two children: a 9-year-old boy and a 7-year-old daughter. I thrive on creating practical, sustainable solutions that resonate widely. Rooted in honesty and purity, that's the foundation of my Honni drool bibs.
What is your company, and how did it start? I design versatile bibs that double as fashionable scarves, available in my webshop. They catch excess saliva during teething and beyond. The line now includes options for children with disabilities and the elderly. The idea sparked with my second child—I couldn't find suitable bibs in the Netherlands, and the Danish scarves I tried didn't turn heads.
When did you launch Honni, and what drove you to start?
I founded Honni 6 years ago, leveraging my insights into Dutch and Danish markets while seeking flexible work. It fulfills me, provides financial independence, and lets me prioritize my kids.
What brings you the most satisfaction from your business?
Customer feedback, especially from parents of children with disabilities who've searched for stylish solutions. I love building something authentic, at my pace, aligned with my values. Seeing an idea succeed is exhilarating.
Do you have another job alongside Honni, or is it full-time?
Initially, I worked 15 hours weekly elsewhere while building Honni. Now it's full-time—school hours, evenings, and weekends—totaling around 40 hours.
How do you balance work and family life?
School hours are for work; evenings and bedtime are for the kids and home. I occasionally handle business tasks then, or dive back in during rare free moments. An online shop offers flexibility. Evenings find me at the PC; weekends, I sneak to my studio. Outsourcing production this year freed up our living room—huge relief. The challenge? Constantly switching between roles.
What are your ultimate goals for Honni and your family?
Short-term: A small team of 1-2 trusted employees who share my passion. Work 5 school-day weeks, plus occasional evenings; outsource household chores. When kids hit high school, scale to 4-5 employees for full-time growth—but no bigger.
What advice for moms considering entrepreneurship?
Be ready to pause social life and embrace hard work—make it your passion for sustainability. Listen to others, but trust your intuition. Juggle business and family your way to shine.
