From Sleepless Mum to Global Boss: Cara Sayer’s SnoozeShade Success

When new mum Cara Sayer struggled to get her baby to nap on the go, she didn’t just find a fix—she invented one. What started as a personal solution became SnoozeShade, the world’s bestselling range of baby sun and sleep shades. With no background in retail or product design, Cara transformed a common parenting problem into an award-winning global brand. Her story is proof that motherhood can spark more than love—it can ignite innovation.

Today, she shares her no-nonsense insights with aspiring entrepreneurs, proving that you don’t need experience to start—just a solution worth sharing. And in doing so, she’s built more than a product—she’s built a legacy.

What inspired you to create SnoozeShade, and how did your personal experience as a mother influence the development of the product?

SnoozeShade was born out of necessity—like so many parent-led innovations. As a new mum, I was constantly juggling naps on the go with getting things done. My daughter needed her sleep, but bright sunlight, distractions, and inconsistent environments made it so difficult. I remember draping muslins over the pram and wrestling with pegs, only for them to slip off or overheat the space. I couldn’t believe there wasn’t a simple, safe solution—and that’s when the idea for SnoozeShade started to take shape. I wanted something that made naps easier for both of us and gave parents peace of mind.

Can you describe the initial challenges you faced when designing and manufacturing the first SnoozeShade? How did you overcome these obstacles?

I had no background in product design, textiles, or manufacturing—so the learning curve was steep. I had to figure out everything from scratch: sourcing safe materials, finding a factory willing to work with a tiny startup, and getting the design right. Safety was my number one priority, and that meant endless testing and iterations. I relied on sheer determination and a belief that if I needed this, other parents did too. I also surrounded myself with helpful experts, asked a lot of questions, and never pretended to know it all.

Despite having no prior experience in retail or manufacturing, you successfully launched SnoozeShade. What key strategies or resources did you utilize to navigate these industries?

I treated everything like a project to be managed. My background in marketing and project management helped me structure what felt overwhelming. I researched obsessively, built relationships with manufacturers, and leaned into the power of networking. Online parenting forums were invaluable too—I could see exactly what real parents were struggling with and how they spoke about their needs. That insight guided everything from product features to packaging.

SnoozeShade has been described as a ‘game changer’ by many parents. What features of the product do you believe have contributed most to its widespread acclaim and success?

I think it’s the combination of simplicity, safety, and real-life practicality. It solves a very real problem without any gimmicks. The EziBreez™ mesh we use is better than breathable and air-permeable, so parents can feel confident using it from birth. It blocks 99% of UV and creates a consistent sleep environment—no matter where you are. It’s one of the only products in the world tested to the same safety standards as a newborn toy, and that really resonates with parents.

How did you go about marketing SnoozeShade in the early stages, and what were some of the most effective methods for reaching your target audience?

In the early days, I focused on word of mouth and community-driven marketing. I connected with real mums in Facebook groups, forums, and baby shows—listened to them, offered help, and let the product speak for itself. Reviews and recommendations were everything. I also focused heavily on SEO from the start and built a strong Amazon presence, which really helped people find SnoozeShade when searching for a solution.

As an Amazon bestseller with over 80 awards, what do you think has been the most significant factor in maintaining SnoozeShade’s competitive edge in the market?

Consistency and trust. I’ve always put safety first and stayed true to the brand’s values. Parents know that when they buy a SnoozeShade product, they’re getting something that’s been designed by a mum who understands the daily juggle and cares deeply about quality and safety. I also continue to evolve the range based on real feedback—never for the sake of chasing trends, but always with parents’ needs in mind.

Can you share some insights into how you managed to scale SnoozeShade from a simple idea into a global brand? What were some key milestones in this journey?

Scaling happened gradually and intentionally. Getting into major retailers and becoming a best-seller on Amazon were huge moments. But it’s the quiet milestones that stick with me—like the first time someone stopped me to say, “I love that product, it changed our naps.” That’s when I knew it was working. Expanding internationally, winning awards, and getting INPAA approval in Australia have all helped establish the brand on a global level.

What role has customer feedback played in the evolution of SnoozeShade products, and can you give an example of a product improvement that was directly influenced by user input?

Customer feedback is at the heart of everything. I regularly talk to parents and read every review and email. One example: the SnoozeShade Plus range came directly from parents asking for something that worked once their baby moved to the stroller seat. That led to the development of the Plus Extra and Plus Deluxe, with a front panel window and design better suited to curious older babies who still need naps on the go.

You’re now passionate about mentoring other entrepreneurs. What are some common pitfalls you see new business owners fall into, and what advice do you offer to help them avoid these mistakes?

One big pitfall is trying to do everything at once—or waiting for perfection before launching. Start simple, focus on solving a real problem, and let the product evolve. I also see people ignoring feedback or chasing shiny new trends rather than building a solid foundation. My advice? Know your “why,” listen more than you talk, and surround yourself with people who’ve been there. And remember: progress over perfection every time.

Looking to the future, what are your goals for SnoozeShade, and are there any new products or expansions on the horizon that you’re particularly excited about?

I’m always exploring new ways to help parents make naps and sleep easier. We’ve already expanded into travel cots and cot beds, and I’m currently working on a few new innovations—still under wraps, but always with the same focus on safety, quality, and solving real-world parenting challenges. My bigger goal is to continue growing a trusted global brand that supports parents, one nap at a time.