Interview with Sarah Putman,


Our October profile is Sarah Putman, seasoned merchandiser and owner of Delicious Monsters, an online shop for designer Kids & Baby Accessories. With their nature and animal inspired designs, Delicious Monsters give shopping for the younger generation a whole new edge. With a 15,000+ following on Instagram, Sarah has certainly done something right. We find out how she manages to make her business stand out from the crowd, and what her plans are for the future. Describe yourself in 3 words Dedicated, consistent, reliable. What made you decide to start your own business? After being in the competitive and demanding clothing industry for 16 years and needing to be available to my babies, I knew it was time to start my little side-line passion project.  My ‘mommy hobby’ grew quickly and the demand was high whilst trying to juggle the two jobs. I finally took the plunge and decided to follow my true passion fulltime, creating beautiful spaces and complementing Mom’s nursery décor whilst finding a balance with being a present Mom. How did you come upon the name ‘Delicious Monsters’? I love Delicious Monster leaves and all things tropical so it was only fitting that when my own little Delicious Monsters, Ford & Steele were born, that I brought the name to life. What do you do to make your brand stand out in such a competitive space? Keep things fresh and service, service, service!  Go the extra mile wholeheartedly – your customers feel the love and care you pour into their products and shopping experience. I think that makes all the difference, well it has for me anyway. How do you attract new customers? A giveaway never hurt anyone 😉. But mostly just keeping it real and being relatable to your followers and customers.  Word of mouth and social media posts, if your customers love their products/shopping experience, it goes a long way.  Share the love, like your friends service or business posts – do what you can, every small little impression, boost or act of encouragement makes a difference, especially to our local Mompreneurs who work so tirelessly to make their brands stand out. Every great website should have…. Life! I am yet to meet someone who doesn’t love beautiful pictures and spaces.  Bring your site to life with colour and fun and of course a seamless and enjoyable online shopping experience, start to finish. How do you work with Affiliate Marketing/Advertising? I am still very new to Affiliate Marketing, and recently partnered with AdMarula to test the waters. I like the fact that their model is based on them carrying the risk for acquiring customers through their network. It’s still early days, but so far I have found their service professional and they have done most of the heavy lifting for me. What have been your highest highs and lowest lows on the journey of building your online business? I think the hardest part is the competition, people see your business and products and draw inspiration from you and replicate some of your ideas.  Sure it’s a compliment, but it’s difficult to see others taking what you have worked so hard on and putting their names against something similar.  I have realised that this isn’t going to stop though it’s all part of the game and the only way to respond is to pour your energy into keeping one step ahead and to keep innovating. The highest high is definitely being able to employ three incredible people who desperately needed the work. They are now able to support and look after their families, school their children and even build a house for their parents. Their gratitude and happiness makes every difficult day a positive one. The world is a very different place now from what it was 6 months ago. Has it changed the way you do or think about business? Thankfully for me, it has only changed for the better in the last 6 months.  Online is everything and I am grateful that I was part of the online space before the lockdown period. Many of our poor soon-to-be-moms felt scared and disconnected from the outside world and their special pregnancy journeys and I was grateful to still be able to deliver beautiful products to their door despite Covid, and add some joy during these uncertain times. Where will Delicious Monsters be in 5 years from now? I would like to continue to grow steadily, possibly even go international, but really I just want to continue to be happy and fulfilled within my business and as they say when you do what you love you will never work a day in your life. Find out more at or follow them on Instagram: