For Shabnam Nuhuman, the inspiration for Mini Colettos wasn’t just a business idea; it was a childhood void. Growing up in Sri Lanka, she never found a doll that looked like her—a disconnect she carried all the way to Melbourne. Teaming up with her husband Mushy, they combined her early childhood education expertise with his commercial acumen to create Australia’s most ethnically diverse doll range. Here, the power couple discusses the “nerve-wracking” financial risk of manufacturing in Spain, the reality of running a business with your spouse, and the careful research behind their upcoming Indigenous collection.
Shabnam, you bring the early childhood education expertise. Mushy, you bring the sales and business acumen from acquiring Knox and Floyd. How did those two very different professional backgrounds clash or complement each other when you were first designing the Mini Colettos range?
At first, there was undoubtedly a blend of respect and creative pressure, and to be honest, that’s what strengthened Mini Colettos.
We also felt we were well equipped with the right mix of expertise. Coming from an early childhood education background myself, I had a clear understanding of the Do’s and the Don’ts when it came to really giving the children something more than JUST a doll, and something which would have a meaningful educational impact overall. I kept thinking, “Is this developmentally appropriate?” “Can you play with this doll in any way you want?” “Is this character a way for a child to see themselves or learn to care about others?”
It was important to me to understand the child’s mental world and the duty that comes with shaping it.
When it came to Mushy, he brought a completely different skill set to the table but equally as important. Having acquired and scaling Knox & Floyd to where it is today, I’d say the commercial aspect was taken care of. My experience guaranteed the dolls’ integrity and purpose, Mushy made sure the dolls could reach children all over the world and be more than just a pretty idea. Mini Colettos is the perfect combination of heart and strategy.
You aren’t just founders; you’re a husband and wife team running a fast-growing international brand. At Balance the Grind, we are always curious about the dynamics of working couples—do you have strict rules about “switching off” business talk at the dinner table?
We do try our best to separate business and family, though switching off business talk completely I guess never really happens! In the initial stages, and even today, we find ourselves working overtime and you know putting in that extra effort when it comes to driving the brand and the business itself forward. A little sacrifice really goes a long way, and where we stand today with Mini Colletos and Knox & Floyd today is a testament to our ability to balance the household and workplace dynamics effectively!
You made a deliberate choice to manufacture in Spain to ensure “heirloom quality” rather than choosing cheaper, mass-market production options. From a business perspective, was it nerve-wracking to commit to those higher standards and costs before you knew if the market would respond?
Exceptional craftsmanship and durability are two things we strive to implement when it comes to sourcing manufacturers for our products. When it came to choosing Spain to, as you mentioned “ensure heirloom quality” it was a no-brainer. Having sourced some of the other doll ranges we provide at Knox & Floyd from Spain, we had no doubt that the quality would be nothing short of premium.
With regards to market entry at this new price point and whether it was risky, the simple answer is yes – it was nerve wracking. As with everything business related, risk is always present, and Mini Colettos was just another step into the unknown. Yes, there was extensive market research, yes, there was repetitive testing, but at the end of the day the outcome cannot be concluded until Mini Colettos hit the shelves. In saying this, both Mushy and I had received great feedback and were prepared to take this risk in hopes of reaching that next level.
You’ve sold over 28,000 dolls globally since launching in 2022. Is there a specific piece of feedback or a customer story that you both look back on as the moment you realized this was going to be bigger than just a “side project”?
Selling 28,000 dolls is something we are truly grateful for, but what really resonates with us is the impact these dolls have on our customers and their families. We regularly hear how our customers value the diversity of our products and the representation it provides. One customer shared it was difficult to find a doll that reflected her daughters’ features – up until she found Mini Colettos! After hearing numerous similar stories, we realised our goal reached far beyond merely selling the dolls. We understood that we had created a product that people resonated and genuinely connected with. While we never really treated Mini Coletos as a side project, feedback as such allowed us to scale the Mini Colettos range with intention, always keeping in mind the emotional impact the range was providing!
You mentioned you are currently in the process of designing a doll to represent Aboriginal and Torres Strait Islander Peoples and are seeking the right guidance. How are you both navigating that research process to ensure you get the representation right?
This is something we are in the very early stages of, and we are being very intentional in how we approach it as well. From the outset, we’ve recognised that this is a process we cannot navigate independently. In acknowledging this, our focus right now is really understanding what pathways lay ahead of us to seek guidance from Aboriginal and Torres Strait Islander Peoples. Prior to moving onto any sort of design ideas or presentation related aspects, we hope to prioritise cultural research. We are well aware that representation of any sort requires respect and the proper collaboration, and Mushy and I are prepared to take as much time to ensure this is done correctly.
As parents yourselves, you’re watching your own children grow up while building this legacy. How do you balance the demands of scaling a business that has stockists all over the world with simply being present for your own family?
Balancing business growth with family life as I mentioned earlier is certainly not something we have totally figured out yet. It is and always will be a dynamic we will constantly be navigating. Yes – building a global brand is quite demanding, but at the same time being there for our family is a non-negotiable and is a belief we as business owners, keep ourselves grounded by. What really moves us is the way our children not only see the hard work we put into the business but simultaneously the emphasis we put on family as well. In many ways the dynamic between family and business is something that is fluid, and we constantly strive to improve the dynamic and grow each of them side by side.
