Mommy-Preneurs - Michelle Hemsin & Eyee Hsu of Counting Sheep

Michelle Hemsin and Eyee Hsu are the owners of Counting Sheep Boutique, a store offering gear for moms, dads and kids. Not only are these two women running a small business while pursuing careers in other fields, they are also dedicated moms. From maternity clothes, baby furniture, baby shower gifts to party items, Michelle and Eyee’s shop provides high quality organic and environmentally friendly products. In addition, Michelle runs two spas and Eyee hosts a television show on CCTV-9. Agenda decided to find out how they juggle being businesswomen and moms.

What was your inspiration for starting Counting Sheep?
M: We didn’t create it. We bought it over from the previous owners who were moving. I used to go to their shop and I loved it, and when we heard they were looking to sell, we toyed with the idea because we wanted to continue having a shop here for future Beijing moms.
E: It provides such a great service. A lot of expat mothers were going there to get services you wouldn’t normally be able to find in Beijing. It seemed like a shame to let it go.

What bought you into a customer service environment?
E: I was originally in management consulting and I think that because of my background I have always been interested in business. I also think everybody has a dream at some point, an aspiration. In China you come across some opportunities that you might not be able to do in the West. Counting Sheep was a very specific opportunity. Given the timing, with my being a new mother with two kids, I feel very passionate about this industry. It seemed like a wonderful opportunity when it arose. I’m still doing TV, but it is an opportunity to do everything.
M: Running Bodhi Theaureputic Retreat which is located above Counting Sheep, I have experience in customer service. However, Bodhi is a completely different ball game. We just didn’t want the shop to close. I have a one year old, I loved the shop, and the baby gear they stocked. So Eyee and I thought, why not us? I think we agree that, being consumers ourselves, we wanted to continue that for the other mums.

How do you find juggling work with family?
E: Owning your business is flexible. You can decide what time you are going to be there, unlike a corporate job where you have to work 9-5. We can take our kids to school, go to events and have family time. For both of us, we are mothers first, then owners of a small business. Our children inspire us. When you work you need to decide what is important to you. Prioritize, then plan.
M: Our work is great because it is the two of us doing it. We are partners. We are able to work well together and around each other’s schedules. We can spend the mornings sending the children to school, work during the day, spend the afternoon with our families, and then get on the emails at night. Eyee and I compliment each other.

Have your partners been involved?
E: They support us. The fact that both our husbands work as well has allowed us to take a bit of risk in our business ventures. But you always have to weigh up the risk before you plunge into something new.
M: They give us advice, but we make the decisions.

What is your most interesting product?
E: I really like cloth dippers. In the long run it’s a money saver, and it’s beneficial to the earth. It’s easy. They are not as difficult as people think they are, and they are simple to clean. Ours are made from fleece, so they don’t stain. We are also getting in strollers with hand warmers, a particularly good accessory for the Beijing winters!
M: The stalk bed is also innovative. It’s furniture we have imported from Norway, where the bed grows with your child. You can expand it. You can use it from new born to about 10 years. It’s really an investment. We also have a lot of gifts available for expecting mothers, including a cake made completely out of diapers.

Do you think it’s difficult promoting organic and environmentally friendly products in a country where everything is available so cheaply?
E: Parents are becoming conscious and concerned about what their children are eating and wearing. The idea of organic is something consumers are embracing, especially when it affects their families’ health.
M: No, because consumers are more conscious about their footprint on the earth and the health of their families.

What do you think is the best way to target your audience?
E: We just have to let them know that we are here. We are not just a shop; we are a service and a friend. We are a network of support for new moms. It can be really daunting when you don’t know what is out there. You need to turn to people who know what resources are available and can offer advice. We can be that support.
M: We have a lot of mums who initially come in to the store and buy something. Then they come back and they start a relationship with us. They ask what advice can we give them, what products they should buy, what they need to do before they become a mum. We help the new mums out there. We have been through that. Something we also want our customers to know is that even if we aren’t in the store, we are available for advice. Anybody, mothers or fathers, can contact us by email.

Have you faced any hurdles so far?
E: Delays in renovation were a hurdle initially. Also, getting items imported will take longer in the future because of customs regulations. Finding really good staff is also always tough. If you are thinking of starting a new business venture, don’t be deterred by the fact you have children and a family. Being an entrepreneur it is more flexible. Don’t hesitate because you are a new mother. I have been asked if I feel guilty about being a new mother and working. Working, for me, is something I really thrive off of, and it makes me happy. That happiness then effects how I am with my family. I also think about how my children see me, and I want them to be proud of me later on in life, too. If you are a career woman before you are a mother, why not be one after? As long as you know where you need to prioritize, you should pursue your passions.
M: Getting our products through customs has been a massive hurdle. Even though a lot of our products are purchased overseas, they are manufactured here in China. Purchasing them direct from China will not only have a smaller carbon footprint, but improve efficiency and shorten delivery times for our customers.

What are your predictions for a Chinese clientele as opposed to a Western?
E: Education is very important. When you show them an organic product, they really understand. It is universal. It makes sense. I think Chinese mothers are looking for products that are aesthetically pleasing and versatile in design.
M: I think our Chinese clientele have more opportunities to travel so they can see what is available, and they understand the importance of organic and environmentally friendly products. I think they are a lot more open than they used to be. We do notice the difference between Western and Chinese clients. Chinese mothers tend to like brighter colors and accessories, whereas Westerners tend to be more conservative. We initially ordered a lot of our accessories in neutral colors, but then our Chinese clients were asking for red, purple and pink. Tastes are very different between different cultures.

What is your favorite way to relax in Beijing?
E: We go to Bodhi, of course! There is not a lot of time to relax for me, but I like to get a facial when I can. Relaxing can be time consuming. When you have free time you feel like you should be with your children and family.
M: When I have time to relax I go for a massage downstairs at Bodhi. We also have a pre-natal massage which is great for new mothers. Upstairs we also have pre-natal and post-natal yoga. There is a real synergy through the building.

Counting Sheep Boutique 17 Gongti Beilu (1/F of Bodhi bldg, directly across from north gate of Workers Stadium), Chaoyang District 朝阳区朝阳区工体北路17号（工体北门对面）Sun-Th

Article from Agenda, issue 71, Jan 13- Jan 26. To read more from the most recent issue of Agenda, download the PDF here. To find a copy, contact our distribution department at distribution@agendabeijing.com with an idea of where you work, live or play and we'll tell you where you can find one near you.