In this episode, we sit down with the inspiring founders of the NinniCo pacifier. NinniCo founders, Joy Williams & Jane Molina, started the women-owned company in their mom’s living room with a homemade Shopify site and turned it into a viral sensation that sold out in minutes—and today, their pacifier is trusted by families and feeding specialists around the world.
What you’ll hear in this episode:
✨ The viral TikTok moment that launched NinniCo when they had only 35 pacifiers on hand
✨ How friends, family, porch pickups, and DIY marketing fueled their early growth
✨ Why lactation consultants, pediatric dentists, and feeding therapists embraced the Ninni pacifier
✨ The challenges of scaling manufacturing and outgrowing their first mold
✨ Their disappointing Amazon experience—and why they returned to direct-to-consumer sales
✨ How they built a community of moms who value authenticity over polished marketing
✨ Their long-term vision: to become one of the top five baby brands in the world
✨ Lessons in leadership, delegation, and building a mission-driven company that supports moms and kids globally
💡 This is more than a product story—it’s a story about faith, resilience, and entrepreneurship. Whether you’re a mompreneur, startup founder, or simply love hearing how big ideas grow, you’ll find inspiration here.
👉 Learn more at www.ninnico.com
You can contact Joy & Jane at:
• Ninni Co
• info@ninnico.com
• 314-833-9285
• NinniCo.com
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Connect with Innovative Business Advisors on Social Media:
→ Facebook: / innovativeba
→ Twitter: / abnllc
→ LinkedIn: / innovative-business-advisors
About Steven Denny: Steven Denny co-founded Innovative Business Advisors in 2018 and serves as a Managing Member of the firm. Steve has been actively engaged in M/A activities in a wide variety of industries for the last 14 years and has developed specific products to assist clients in growing their profitability and enterprise value. His specialty is working with established private companies in the lower middle market with annual revenues from $1 – 50 million.
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