Women Who Lead

Discover four companies founded by local San Diego moms

Do you ever dream about running your own business? If you’re managing a busy household, you may already have what it takes. Moms often develop strong leadership, problem-solving, strategic planning, organizational, financial management and communication skills—all important components of successful entrepreneurship. October is National Women’s Small Business Month, so it’s the perfect time to consider turning your budding business vision into reality. Need some practical advice and inspiration? Meet four local “mompreneurs” who spill the tea on getting started, managing challenges and reaching a healthy worklife balance.

Carol Pankiw | OOLY

OOLY’s innovative line of fun, high-quality arts and crafts supplies is the brainchild of Carol Pankiw, a North County mother of two with an extensive background in marketing and product development. From the get-go, she understood that kids (and parents) love color, sparkle and whimsy. (Who wouldn’t want a set of Yummy Yummy Scented Glitter Gel Pens, right?)

“My travels and experiences in the industry exposed me to a wide range of creative products, but I kept seeing a recurring gap in the market—there weren’t many options that truly combined creativity with usability in arts and crafts,” says Pankiw. “I wanted to fill this void by offering products that not only sparked imagination but were also practical and accessible for everyday use. This vision became the driving force behind launching OOLY.”

Pankiw confesses that being a mother and successful business owner has offered both highlights and challenges. While she appreciates the work-life flexibility to be present at important family moments, she is continuously juggling both roles, sometimes working late nights and dealing with business interruptions at inopportune times. Nonetheless, Pankiw’s perseverance has led to a thriving household brand, with OOLY products available online and in retailers nationwide.

“I’m incredibly proud of OOLY’s success. It’s been a result of a lot of hard work, dedication and a clear vision from the start,” says Pankiw. “Seeing our products make a positive impact and connect with people in such meaningful ways is truly rewarding. It reinforces the belief that when you pour your heart into something, it can really pay off.” Explore an extensive line of awesome products at www.OOLY.com.

Carol Pankiw’s advice to future business owners: Build a strong support system and create a flexible schedule that balances work and family. Don’t be afraid to ask for help and stay passionate about your vision. It’s a challenging but rewarding journey, and the key is to stay persistent and adaptable.

Kim Skulavik | Toucan Play

Toucan Play in Chula Vista is a safe, engaging indoor play space designed specifically for toddlers. It involves well-thought out sensory play experiences including a ball pit, play house, magnetic wall, kitchen and baby doll area. As parents bond with kids through play, there is also an opportunity to socialize with other parents. Also available is up to four hours of drop-in childcare on Saturdays!

This wonderful dual-concept is thanks to Kim Skulavik, a South Bay mother of two (ages 3 and 6) with a broadcasting and marketing background. Her business plan took root during COVID, when many moms desperately sought sitters or play spaces for babies and toddlers. Skulavik recognized the need for a safe space firsthand. “My child has gotten pushed, shoved, bumped into, stuff taken away and jumped on by older kids,” she says.

Skulavik also knows that finding a sitter can be challenging, “Do I just post online and say ‘Hey, I need someone to watch my kid,’ and let a stranger who replies to my post watch her? It’s hard.”

Since opening, business highlights for Skulavik involve hearing feedback from other parents on how Toucan Play has really helped them out. She also appreciates that her own kids can come to work with her when necessary. As for challenges, Skulavik shares that running a business can involve a lot of time and money.

“Aside from indoor play, we are building up event offerings. This includes mommy and me classes, parent workshops (while the kids play, so no sitter needed), fun classes for parents (like paint and sip), parents night out, drop-in care...and of course, parties for little ones,” says Skulavik. Find the schedule and latest offerings at www.toucan-play.com.

Kim Skulavik’s advice to future business owners: Research, research, research. Talk to others who are doing the same thing, or visit places that have similar items and see why they are successful. Pick a market that isn’t saturated with similar businesses.

Chan Buie | Hey Sugar!

Discover unique southern cake jars, peach cobbler and more deliciousness at Hey Sugar’s storefront in Old Town (also available in East Village downtown).

“I’ve been baking since I was a little girl,” says owner Chan Buie. “My family was really big on gathering around food. I learned to cook from my mom, dad, aunties and uncles. Buie’s entrepreneurial journey began in high school, when she sold her homemade food and desserts to other students.

“After high school, I enlisted in the Navy,” Buie says. “My job wasn’t to cook, but I always managed to find myself in a kitchen or galley cooking food. My meals and desserts became so popular that my coworkers, family and friends encouraged me to start selling them.”

After retiring from the Navy, Buie’s talents led to the opening of Hey Sugar! While she admits to working long hours, she is incredibly grateful to be an entrepreneurial role model to her four boys—all of whom plan to own their own businesses one day.

Buie plans to expand her offerings with a flagship location called Hey Sugar Southern Style Dessert Boutique, more of a grandma’s kitchen ambiance than a store. She also hopes to open bakery kiosks throughout San Diego County.

Delivery and catering options are available. Cake jars can be returned for a discount off your next purchase. Discover what’s available at www.heysugarsweets.com.

Chan Buie’s advice to future business owners: Do it! You won’t know how successful your business can be if you don’t start it. It’s a wild ride, but so worth it.

Kendra Matthews Hidden Foods Co.

“As a mom of two boys, the goal was to create a healthy alternative to the quick meal, but also something delicious kids and adults could enjoy,” says Kendra Matthews, founder of Encinitas-based Hidden Foods Co. “I started with a family marinara sauce recipe, adding in vegetables like pureed carrots, beets, spinach, zucchini and more. From there, Hidden Foods was born!”

Along with its signature pasta sauce, Hidden Foods offers four pancake mixes (including one gluten-free) and naturally sweetened cookies in convenient snack packs. All products have hidden vegetables, all-natural ingredients and no added sugar.

“Maybe it’s my Italian or Southern U.S. heritage, but food makes me happy and brings people together,” says Matthews. “In our home, we do a lot of cooking together, whether that’s homemade pizza or pasta or cakes and cookies.” She wants to pass that passion on to her kids. “I am determined to educate my kids on different flavors and foods, but also teach the importance of what that food does for us.”

Matthews’ kids are a big part of her business, testing new recipes and telling her what they think. “Sometimes they’ll have a bite and say, ‘it’s not your best, mom,’ but other times they grab the whole bag— that’s when I know the recipe works.” Discover where to purchase products locally at www.hiddenfoodsco.com.

Kendra Matthews’ advice to future business owners: If you have a passion for something, just do it. You don’t have to know how to be a bookkeeper or the best marketer. You don’t have to do it nationally or for millions of dollars— just start. v

Lisa Pawlak is an award-winning contributing writer who lives with her family in Encinitas.