Juliana VanLaanen and Samantha Alavi-Jackson, founders of 2MamaBees, embody the essence of entrepreneurship through their shared vision and commitment to enhancing playtime experiences for families. Their journey began humbly, crafting playhouses in their own backyards for their children. What started as a personal endeavor evolved into a business driven by their passion for creating meaningful play environments. 

Their approach to product design reflects a meticulous dedication to quality and inclusivity. Each product undergoes extensive refinement over months, ensuring that every detail is perfected. This attention to detail is not merely about creating aesthetically pleasing playhouses but also about fostering an environment where parents can actively participate in their children’s play. This is evident in their design choice to make playhouses nearly 6 feet tall, allowing parents to comfortably engage alongside their kids. 

Beyond the physical attributes of their products, Juliana and Samantha are guided by a mission to make playtime an accessible and enriching experience for families. Their belief that play is best enjoyed together underscores their commitment to creating products that facilitate bonding and shared memories. 

2MamaBees 

At the heart of 2MamaBees’ mission is Juliana and Samantha’s dedication to creating quality products sourced from domestically managed forests. Beyond their business success, their greatest reward is the ability to give back to the community. They have been privileged to collaborate with inspiring non-profits, such as the BumbleBee Foundation, which supports pediatric cancer families by providing hope and support during challenging times. 2MamaBees has donated playhouses to the BumbleBee Foundation, offering families a safe and enjoyable space for playtime amidst difficult circumstances. Recently, they’ve also partnered with DecMyRoom, decorating hospital rooms for long-term pediatric cancer patients to create a comforting environment. 

Aligned with their core brand promises, 2MamaBees has teamed up with American Forests, an organization dedicated to planting and restoring forests for the benefit of wildlife, climate, and communities. Through this partnership, 2MamaBees has committed to planting trees for each product sold: ten trees for every Reign Two Story Playhouse, five trees for every one-story playhouse, and three trees for every Aviana Play Kitchen. This initiative supports their shared mission of promoting forest health and resilience. 

Dreaming Bigger 

One of the most thrilling aspects of Juliana and Samantha’s journey with 2MamaBees has been the continuous opportunity to dream bigger. Every time they think they’ve reached a significant milestone, their small backyard company surpasses previous goals and opens doors for new expansions. Looking ahead, it’s challenging to predict where 2MamaBees will be in the next 5-10 years. Reflecting on their launch in October 2021, they never imagined they would achieve their current success. 

This growth is a true testament to their dedicated team and loyal customers, whose unwavering support has been indispensable. Juliana and Samantha are deeply grateful for everyone who has contributed to their journey thus far. 

Strategic Growth and Commitment to Quality 

Juliana and Samantha are currently navigating a significant learning and growth phase. In 2023, they were selected to participate in Walmart’s Open Call, an experience that proved transformative for their company. This opportunity propelled 2MamaBees to the next level by securing deals with both Walmart and Sam’s Club. Currently, they are in the process of onboarding and preparing to roll out their products in stores. 

Maintaining the integrity of their manufacturing process is paramount to Juliana and Samantha. They are committed to retaining their current manufacturing team of second-generation Amish artisans, known for their exceptional skill and attention to detail, which ensures the high quality their customers expect. 

Despite experiencing tremendous organic growth, 2MamaBees remains focused on prioritizing quality over rapid expansion. They plan to scale their growth methodically by carefully controlling the number of stores in which they launch. Their overarching goal has always been the longevity and sustainability of the company rather than purely financial gains. This approach underscores their commitment to delivering consistent excellence to their customers while ensuring the company’s enduring success. 

Customer-Centric Philosophy 

In the early years of 2MamaBees’ Etsy shop, Juliana and Samantha learned the importance of direct communication with customers through direct messaging. This lesson remains integral to their approach today. Both Juliana and Samantha personally reach out to customers via phone or email whenever there is an issue, ensuring personalized attention and resolution. 

When selecting retail partners, 2MamaBees prioritizes credibility and exceptional customer service. Each retailer is meticulously vetted through interviews to guarantee they uphold the same high standard of customer experience that 2MamaBees provides when products are purchased directly from their website. This commitment underscores their dedication to maintaining customer satisfaction and trust across all sales channels. 

Creating Meaningful Play Experiences 

Juliana and Samantha approach the design of every 2MamaBees product with an unwavering commitment to enriching play experiences. They dedicate extensive time to perfecting each detail, driven by their mission to make playtime inclusive for parents. All 2MamaBees playhouses are designed to stand nearly six feet tall, ensuring parents can comfortably join in the fun—a reflection of their belief that play is best enjoyed together. 

What distinguishes 2MamaBees is their dedication to quality craftsmanship. Proudly manufactured in America by skilled Amish artisans, each piece receives meticulous attention and multiple hands-on touches to ensure unmatched quality. Beyond creating toys, they craft heirloom pieces meant to be cherished and passed down through generations. 

Incorporating sensory play, motor development, and environmental consciousness is also a priority for 2MamaBees. Their products feature interactive elements like clicking stove handles, turning faucet knobs, and cuttable play food. Additionally, their window boxes are designed for planting real herbs or flowers, promoting engagement with nature. 

The true measure of 2MamaBees’ success lies in customer feedback. Juliana and Samantha find immense gratification in seeing their products cherished and loved in customers’ homes, as evidenced through photos, messages, and videos. This direct connection with customers reinforces their commitment to creating meaningful and enduring play experiences for families. 

Preserving Excellence 

To differentiate themselves from competitors, Juliana and Samantha chose not to reinvent the wheel; instead, they embraced a return to basics. What sets 2MamaBees apart is their innovative approach to producing products at a big-box scale while preserving their roots as a backyard, family-based business. Their manufacturing process, which involves second-generation Amish artisans, not only reduces their carbon footprint but also ensures that every product undergoes meticulous hand-touching and inspection before leaving their warehouses. 

Since their launch in late 2021, 2MamaBees has received seven awards recognizing their commitment to quality and design. Their dedication to offering high-quality products at a reasonable price point remains the cornerstone of their success and sets them apart in the market. This focus on quality continues to be a driving force for Juliana and Samantha as they expand their brand and serve their customers with excellence. 

Juliana VanLaanen  

Juliana VanLaanen, Co-Founder and CEO of 2MamaBees, shares that the company originally began as a small Etsy shop selling handcrafted window boxes and porch bed swings. “The products sold on our Etsy shop were all handcrafted in our own backyards,” she recalls. The inspiration for starting 2MamaBees stemmed from a frustration with the lack of quality products in the market. As mothers, they experienced the constant cycle of broken and poorly made toys. After years of discarding plastic toys and squeezing into playhouses barely big enough for their three-year-olds, they decided enough was enough. They wanted to engage in their children’s playtime comfortably for more than just a few minutes. 

To address this need, all 2MamaBees products are designed to be nearly six feet tall, allowing parents to stand comfortably inside. The goal of bringing families together through their products continues to be the driving force behind the 2MamaBees brand. 

From Overseas Sourcing to American Excellence 

Juliana shares that the biggest challenge 2MamaBees faced was aligning with their core brand promises. Their first run of 2MamaBees playhouses, launched in October 2021, was sourced from overseas. Despite being satisfied with the products after a year of designing, testing, and quality control, they felt that overseas sourcing did not align with their true brand vision. 

In their first year, they took a significant risk by bringing all manufacturing back to America, a move that could have made or broken the company. Fortunately, this decision paid off tenfold. Now, 2MamaBees is fully aligned with its brand promises: using domestically sourced lumber, manufacturing products in the U.S., giving back more to the environment than they take, and creating heirloom-quality products for families to enjoy for generations. 

Transitioning to domestic manufacturing has not only opened many doors within the big-box industry but has also allowed them to create American jobs, utilize American-managed forests, and support American non-profit organizations. This shift has reinforced their commitment to their brand and values. 

Reviving Family Connections 

The core mission of 2MamaBees is simple: to bring families together. Reflecting on her childhood, Juliana remembers a time when kids played outside until the streetlights came on, creating fond memories in the backyards of neighbors’ houses and engaging in imaginative play. However, as the world has evolved, technology has taken center stage, making real connections less common. 

2MamaBees aims to address this shift by focusing on time—specifically, creating products and spaces that provide families with more opportunities to spend time together. Their mission is to design items that foster meaningful interactions and strengthen family bonds in an increasingly digital world. 

Building a Unified Team  

Juliana emphasizes the importance of due diligence in building the 2MamaBees team. She makes it a priority to personally get to know their employees and manufacturing team, often sharing meals with their families and learning from their cultural differences. This approach fosters an environment of respect and admiration within the team. 

At 2MamaBees, a clear vision is articulated even before hiring new employees. Juliana believes that clear communication regarding expectations and brand values has been key to aligning effortlessly with the individuals who make up 2MamaBees. This commitment to understanding and mutual respect helps maintain a cohesive and motivated team dedicated to the company’s mission. 

Collaborative and Detail-Oriented Leadership  

Juliana admits that she sometimes struggles with seeing herself as the leader or CEO of 2MamaBees, emphasizing that the company’s success is truly a collaborative effort involving the entire team, as well as their children and customers. Her deep love for what she does is reflected in her leadership style. She knows every detail of the company’s operations, from the species of wood used to the number of screws per build, to ensure her team feels acknowledged and valued. 

Juliana’s leadership isn’t easily framed within a specific style; instead, it’s characterized by creating an environment where her team feels comfortable expressing their thoughts and ideas. She aims to instill confidence in her team’s ability to continue growing and expanding 2MamaBees, showing that she cares deeply about the small details they work hard to perfect. 

Embracing Mentorship and Learning from Mistakes 

Throughout her journey, Juliana has been blessed to meet many inspiring people, learning and growing through their mentorship, which has been truly humbling. Of course, entrepreneurship also humbles you with daily failures. 

Juliana often tells her kids, “Learn from other people’s mistakes; you cannot make them all on your own.” However, as an entrepreneur, she realizes she might be wrong—you can make them all on your own. Entrepreneurship is a true test of grit and tenacity, with a sprinkle of delusion. If you can grow through what you go through instead of dwelling on missteps, the mistakes you are destined to make will become stepping stones to the next level of your success. 

Advice for Aspiring Entrepreneurs 

Juliana’s advice to individuals aspiring to start their own businesses is to drown out the noise and the naysayers, put their heads down, and get to work. “If you believe you can start your own business, you are already further along than 99.9% of the Earth’s population,” she says. She encourages aspiring entrepreneurs to take the belief they have in their idea and apply it to believing in themselves. 

Samantha Alavi-Jackson 

Samantha Alavi-Jackson, Co-Founder and COO of 2MamaBees, has been surrounded by entrepreneurship her whole life. “My parents grew their small business tremendously throughout my younger years, and I imagine that had some influence on who I am today,” she reflects. When their Etsy shop turned into something more, both she and Juliana felt they could take a chance and see what would happen. Venturing into the world of children’s playsets with her best friend seemed like a natural step to take, driven by their shared passion and curiosity to see what they could accomplish together. 

Samantha shares that the inspiration behind starting 2MamaBees was their kids. The company began as a small Etsy shop selling window boxes and porch bed swings, fueled by their love for design and building. “2MamaBees was born from our own backyards,” she says. They aimed to create high-quality products that the entire family could enjoy and pass down through generations.  

Building for Generations 

Samantha states that 2MamaBees designs its products to withstand generational use. As mothers, they have experienced the frustration of poorly made toys and are committed to breaking that cycle. They dedicate months to perfecting every detail, driven by their mission to make playtime with parents readily accessible and enjoyable. 

Prioritizing Purpose 

Samantha emphasizes giving her all to everything she does. Through experience, she has learned that there simply isn’t enough time for everything, and some things can wait. Personally and professionally, Samantha has looked within herself to gain clarity on what matters most to her. This clarity has allowed her to align her time with her priorities and be open to accepting help where needed. This approach has led to a more productive and enriching environment both personally and professionally.  

Journey of Growth, Creativity, and Resilience 

Samantha believes that entrepreneurship offers a distinctive opportunity to encounter vulnerability, uncertainty, and cycles of failure and success. Stepping outside one’s comfort zone and embracing the unknown can be transformative. Through this journey, Samantha has discovered heightened creativity, patience, and open-mindedness in all aspects of her life. Her entrepreneurial experience has broadened her horizons for problem-solving, making her more effective and communicative in her endeavors. 

Entrepreneurial Wisdom 

Samantha’s advice to individuals aspiring to start their own businesses is straightforward: “DO IT! Then put your head down and GO TO WORK! ALWAYS bet on yourself!” She emphasizes the importance of taking action and committing fully to the endeavor. Samantha expresses unwavering confidence in herself and her co-founder Juliana, encouraging others to trust in their abilities and pursue their entrepreneurial dreams wholeheartedly.