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Molly Fienning and her husband Ted co-founded the “it” sunglasses for children, Babiators. In three short, but busy years, the product has gained a great deal of popularity and is sold in 45 countries! We chatted with Molly about the shades that are not only stylish, but protect a child’s eyes from harmful UV rays.

After reading the post, hop on over to Babiators.com to receive 30% off your pair using the code “GYMTIME” at checkout. Offer expires on Sunday at midnight. 

Tell us a bit about yourself: Where are you from originally? What brought you to NYC?
I’m a born and raised NYC girl. I actually grew up just a few blocks from Gymtime. My husband, Ted, and I returned to New York because we wanted to have our first child near my parents. Sawyer is now almost 2-years-old (growing up way too fast!). 

What is your favorite family activity in the city?
Weekend explorations in Central Park. Every gate to open, dog to pet and rock to climb is a new adventure for our son. We also adore Gymtime! One of Sawyer’s favorite activities was Tiny Tot Fitness with Melissa and DeJuan. He’s too old for the class now and we still miss it!

What do you have in your purse at all times?
Keys, credit card, phone, my sunglasses, Sawyer’s Babiators and a banana for snacking (“More ‘nana, Mama” was my baby’s first sentence).

How did you and your husband meet?
We met at Harvard, where I lived on the floor directly above him in our dorm. Five years after graduating, we re-met at a party (where I fell head over heels) and were engaged four months later.

Where did you work before you founded Babiators?
Before launching Babiators, my husband and I ran our own private real estate fund where we invested in Southeastern commercial properties. Prior to that, I worked at IBM and Harvard University in technology strategy.

How did you come up with the idea for Babiators?
I was on a military base in SC, waiting for Ted to fly home from a training trip.  It was a very sunny day, and all the kids were squinting in the sun, struggling to see the jets. I thought, ‘If the pilots have stylish aviator sunglasses to protect their eyes, kids should too!’ Ted loved the idea and coined the name Babiators for “baby aviators”.

Once the idea was born, how long did it take for the business to come to life?  What was that process like?
Shortly after the idea sparked for Ted and me, we shared it with our good friends, Carolyn and Matthew Guard, who were interested in partnering on the startup. We put together a survey, did some market research and realized that promoting safe, durable and awesome sunglasses for children was a compelling business model. We incorporated Babiators in October 2010, and started selling our shades in May 2011. Within 12 weeks of cold calling stores, Babiators were in over 100 boutiques. Two years later, we’re in over 1,400 retailers and 45 countries!

Michael and Bonni Branciforte founded Gymtime together – what is it like for you running a business with your husband?
My husband and I love working together. Starting a business with your spouse or good friends is beneficial because you understand each other so well and can communicate very honestly. That’s not to say it’s always easy….because it isn’t. There’s more at stake when challenges arise. The most important reminder is to always put those personal relationships before the business.

The company has seen a great deal of success very quickly. What was your original goal for the business? What are your goals now?
Our goals for the business are still the same as when we launched three years ago. We created Babiators to provide parents and children safe, durable, and awesome sunglasses for life’s first adventures and to educate them on the importance of sun safety for the eyes. We’re just getting started on our mission!

What is the biggest challenge managing a toddler and a business? Any advice?
Accepting that I will never get everything done has helped me embrace the craziness of being both a mom and a business owner. I sit down each morning and determine the three most valuable tasks to complete for Babiators that day (vs. urgent/most recent in my inbox), then I do those first. No matter what, I always put my family before business. Some days, work goes out the window…and that’s ok.

How big is the Babiators team? Who are the main players?
The four founders all work full time on Babiators and serve as the major decision makers.We also have an awesome team of 10 employees at our offices in Atlanta and over 100 sales reps selling Babiators nationwide.

Did you ever think Babiators would be such a hit with celebrity babies?
The celebrity following has been such an awesome surprise! Sarah Jessica Parker’s twins were Babiators fans early on and are still wearing them today. Same with Neil Patrick Harris, Kourtney Kardashian, Natalie Portman and Jennifer Garner. But what I love most is how every child puts on Babiators and instantly gives this adorable, camera-ready attitude…perfect for Hollywood!

Most children won’t wear sunglasses – how are Babiators different?
We have found that most children will in fact wear sunglasses (especially if their parents are wearing them). It’s just a matter of making it a daily habit, like putting on shoes and socks or a warm, winter hat. Customers often approach my partners and me, saying their children even wear their Babiators indoors or wake up in the morning asking to put them on…which we love to hear!

Babiators are not just about looking cute. Can you explain about the importance of protecting children’s eyes beginning at a young age?
We all understand the importance of protecting children’s skin from the sun, and we’re now learning that their eyes need the same protection too. When compared to adults’ eyes, children’s eyes actually have fewer natural protections against harmful UV rays. Up to 50% of lifetime UV exposure occurs by age 18, and more time in the sun leads to greater chance of permanent eye damage. So, whether or not they’re Babiators (though I hope they are!), please protect your child’s eyes from the sun with 100% UV protection sunglasses!