Building a breakout brand in the baby space usually looks slower and messier than people expect. It means facing real scaling challenges, making patient decisions, and staying committed to the product even when it would be easier to rush. In this episode of Dear FoundHer, host Lindsay Pinchuk talks with female founder, Andrea Faulkner Williams, of Tubby Todd, about what it really took to build a brand parents trust.
Andrea shares how Tubby Todd began with a personal family need and a hard reset most founders would avoid. After spending years developing their first product, they chose to start over when it did not work for their own child. That decision shaped everything that followed, including how they focused on quality, earned trust, and started growing an audience through real word of mouth instead of shortcuts or paid hype. Community, consistency, and listening closely to customers became the backbone of the business.
That foundation made the next stage possible. Andrea walks through how Tubby Todd expanded beyond direct-to-consumer, first onto Amazon and eventually into Target, without losing what made the brand work. Instead of relying on retail to create demand, they brought an already loyal audience with them. If you are a woman business owner, wrestling with scaling challenges or trying to grow an audience before taking a bigger leap, this episode gives a refreshingly honest look at what steady growth really takes.
Episode Breakdown:
00:00 How Tubby Todd Grew Without Paid Ads
03:00 Two Years of Product Development and Starting Over
04:00 Word of Mouth Strategy for Growing an Audience
07:00 “Be a Good Friend” Marketing Philosophy
14:00 Community Building Offline Through Play Dates
19:30 Scaling Challenges: Amazon to Target Retail Expansion
25:00 Founder Challenges: Confidence, Relationships, and Boundaries
30:00 A Simple Founder Framework: Why, One Goal, Quarterly Focus
Connect with Andrea Faulkner Williams:
Follow Tubby Todd on Instagram
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