Every issue, GRAZIA Singapore highlights a Game Changer who inspires, educates and celebrates individuality, beauty and style. This month, meet Motherswork CEO and founder Sharon Wong, who turned her personal motherhood journey into a mission-driven brand that empowers women and has expanded its footprint across Southeast Asia.
GRAZIA Singapore (GS): What inspired you to start Motherswork, and how has the brand evolved since its inception?
Sharon Wong (SW): It all began when I became a mother. By the time I was pregnant with my third child, I had developed a personal “little black book” of trusted brands from around the world— everything from the safest car seats to the most functional strollers. This passion became the foundation of Motherswork: a business born out of my desire to empower mothers and provide them with the resources I had once searched for tirelessly. I was deeply disappointed by the lack of support for first-time mothers and the limited choices available. Instead of waiting for someone else to step up, I decided to create it myself. My commitment to finding the best products to keep my babies safe and happy gave me the courage to leave a thriving corporate career and build Motherswork—an extension of myself as a mother of three.
Our mission is simple: to empower mothers. We aim to partner with women on their motherhood journey, creating a supportive community where experiences are shared, and challenges are made less overwhelming.
GS: As the founder, how has the recent acquisition by The Parentinc influenced your role and vision for Motherswork?
Last year, we celebrated Motherswork’s 25th anniversary. Over the years, we’ve built a strong, mission-driven brand that has become a leading omni-channel retailer of premium mother, baby, and kids’ products. While the journey has been long and arduous, it’s been incredibly fulfilling because we’ve been able to empower so many women on their motherhood journeys.
For years, I dreamt of expanding Motherswork across the region but struggled to find a like-minded partner who shared my vision. Then, I realized the perfect partner was right in front of me. I’ve been friends with Roshni Mahtani-Cheung, the founder and CEO of The Parentinc, for several years. I deeply admire what she has built with The Asianparent, the region’s largest content-community-commerce platform for parents, reaching over 30 million users monthly.
As we spoke more, it became clear that we were the perfect match. We share the same audience, aligned values, and ambitious goals. Even our strengths are complementary—Motherswork excels in physical retail with 12 stores, while The Parentinc dominates the digital landscape. Together, we aim to create a self-sustaining content, community, and commerce ecosystem for parents in Southeast Asia. With Motherswork’s role in expanding The Parentinc’s offline presence, we’re opening stores in key markets like Vietnam, where we’re also the exclusive distributor of Mama’s Choice.
Scaling at 60 has become my new mantra. When The Parentinc approached me to acquire Motherswork, I didn’t hesitate. It’s a thrilling opportunity to elevate the brand and reach even more mothers.
GS: How do you envision Motherswork standing out and expanding its footprint in the region?
SW: Motherswork is now 26 years old in Singapore, 12 years in China, and just over a year in Vietnam. We’re also opening in Thailand soon. Our approach has always been to expand thoughtfully, ensuring that each market is carefully nurtured as we support women on their motherhood journeys.
Each region presents unique challenges, and we take the time to understand what mothers need in those specific markets. Our foundation in Singapore has allowed us to expand successfully into China and Vietnam, and we’re excited to deepen our presence across Southeast Asia.
What sets us apart is our unwavering dedication to quality, innovation, and community. Motherswork is more than just a retail experience; it’s a space where women can find inspiration, education, and support. We create connections that go beyond products, fostering a sense of belonging.
As we grow, we remain committed to staying true to our mission: empowering and uplifting mothers across the region, one step at a time.
What’s one piece of advice you’d give to aspiring female entrepreneurs?
SW: The cliche of entrepreneurship is often if you’d known how hard it would be, you’d never have done it. 90 per cent of entrepreneurship is about courage. The courage to hold on to an idea. The courage to listen to our instincts and the courage to trust them. The courage to believe in the value of ourselves and our work. The courage to devote countless hours and show up—I have shown up everyday over the last 26 years to something with an unpredictable outcome. The courage to risk rejection or even multiple failures and also the courage to accept wins.
The great Hilary Mantel once said: “The question is not who infl uences you, but which people give you courage.”
GS: As a mother and a businesswoman, how do you balance your personal and professional roles?
SW: In my book Womum, I share my journey of living as a warrior, woman, and mum. People often ask how I manage to run a business while raising a family. The truth is, I’ve never viewed my roles as mutually exclusive, where I had to choose between being a mother and pursuing my career. For me, it has always been about the power of ‘and’, not ‘either/or’. I firmly believe that being a mother has allowed me to become the best version of myself—both personally and professionally.
Motherhood has taught me invaluable lessons in patience, resilience, and time management. It has equipped me with the ability to juggle multiple priorities and be more empathetic, both in my business and personal life. I’ve realised that my family supports and fuels my ambitions, just as my career helps me to be a more empowered and fulfilled individual as a mother.
This shift in mindset has been pivotal in how I approach my work and life. Women today should redefine the narrative around balancing career and family. It’s no longer about asking, “Can we have it all?” but rather, “Do we want it all?” The focus should be on understanding what truly matters to us, what aligns with our values, and what brings us fulfillment—both in our personal and professional lives.
By embracing ‘and’, we open ourselves to the possibility that we can pursue our dreams without sacrificing who we are or the roles we hold dear. Success isn’t about having it all—it’s about having what is meaningful to us, making intentional choices, and navigating both our ambitions and our responsibilities with clarity and purpose.
We, as women, have the power to redefine success on our own terms and create lives that reflect our values and passions. So, rather than seeking permission or waiting for the perfect moment, we must ask ourselves: Do we want it all, and how do we define that for ourselves?
GS: What is the most important lesson you’ve learned as an entrepreneur?
SW: The journey that led me to my current role and passion as an entrepreneur has been one defined by courage, resilience, and a strong sense of purpose. It began with a series of what I call “acts of courage,” each pivotal in leading me to where I am today.
The first was leaving my hometown in Ipoh, Malaysia. Growing up on a rubber plantation, I saw limited opportunities around me. My mother, who learned to drive on dirt roads so my brother and I could attend school, taught me resilience. When I was 16, I stood at the school gates, realizing that without drastic change, my future could be limited to the boundaries of my small town. Fueled by a desire for more, I left at 18 to pursue a university education—a journey made possible by my grandmother’s insistence. She’d never held a book in her life but convinced my father to make me the first female in our family to attend university.
My second act of courage was scaling the corporate ladder in an era dominated by men. By nature, I’m introverted and inclined to let things happen organically. But there was a defining moment in my second year of university: out of frustration, I took charge of a meeting. My professor saw something in me, urging, “Sharon, why don’t you speak up more? People will listen.” This feedback marked the start of my storytelling journey and taught me the value of self-confidence and speaking up, leading to me securing a job after graduation with a professional firm in Melbourne, where I was one of only three women in a tax department of 60 professionals. Ten years into my career, I was headhunted for a regional role with a U.S. multinational company in Singapore, eventually becoming the regional tax and treasury director for Asia Pacific.
My third act of courage was perhaps the most transformative: leaving a high-flying corporate career to create something from scratch. When I became a mother, I was determined to find the best products for my children. The journey hasn’t been without its challenges. Each phase required stepping out of my comfort zone, taking risks, and learning to adapt to the unknown. But each step has also been a highlight in its own way, from realizing the power of my own voice to building a community of mothers who trust and connect with Motherswork. Today, my passion is to support women through their journeys, empowering them to embrace their unique paths with courage and confidence.
GS: As the year comes to an end, do you and your family have any special holiday traditions that you look forward to every holiday season?
SW: One of our most cherished traditions is buying a new ornament every year. Each ornament is more than just a decoration; it holds a memory—an experience or milestone we’ve shared as a family. Over time, our tree has become a beautiful reflection of our journey, a testament to our growth and the moments that define us. This year, however, has been different. Along with the joy of the season, we’ve also learned to grieve as a family. Losing my mother and mother-in-law, and the children losing both their grandmothers, has been a profound experience for all of us. We’ve learned that grief is part of life, but it doesn’t diminish the love we share. Instead, it strengthens our bond, reminding us of the importance of supporting each other through both joy and sorrow. The holidays, for us, are a reminder to slow down, be present, and cherish one another, knowing that life’s challenges are part of the journey we walk together.
GS: What do you hope Motherswork’s legacy will be?
SW: I hope Motherswork’s legacy is about empowering and supporting mothers. We are not just a retail brand, but a trusted partner and community. It should be remembered for championing mothers, creating meaningful impact through innovative products, fostering connections, and advocating for women as they journey into motherhood. Ultimately, it’s about turning challenges into resilience and helping mothers thrive, leaving a lasting, positive impact.
This story originally appeared in the December/January 2024 issue of GRAZIA Singapore.
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