The Bright New World of Spinkie


Mutya Laxa Buensuceso's Spinkie story is the stuff of legends in the mompreneur world. After the birth of her first child, Mutya left her post as global brand director for Unilever to have more time for her family. Wanting to give her daughter only the best, she started making products that are not only user-friendly and functional but also fashionable and fun. Apart from blankets and wet bags, she also developed the Butterfly Pillow. An ergonomically designed pillow, it quickly became a hit among mommies for its simplicity and versatility. And in no time, Spinkie took off online, hitting markets from Singapore to the United States. Today, the brand enters another exciting phase with a relaunch specifically targeted for the millennial market. Mutya, who is now a mother of two and the the country manager of LuxAsia Philippines, says, “It's the right time. The baby and kids market will be ripe in three to five years with millennials becoming a huge addition to the mom consumer base. Any brand who wants to have a future in this market must get serious now.”

"I also felt Spinkie has been quiet focusing on the international market when we can no longer ignore the strong domestic consumption buoying the market and the availability of digital/social media that affords small businesses like us the reach and awareness to build a viable customer base. Everything has just been made easier and affordable now. It is an interesting time to be in business and more so in marketing,” she adds.


Zeroing in on the toy and décor segments, Spinkie introduced a number of new products from cloud-shaped pillows and bookshelves to soft toys like Ellie the Elephant, Addie the Cat, and Mimi Doll.

Mutya says, “The process took two to three months for most of the lines with the exception of Mimi Doll which I designed and developed as early as 2014 but didn't have the courage to launch. I wasn't sure if the market would be ready for it. Now, I just followed my heart, designed new dresses for Mimi and let more people enjoy her.”

It's good to note that Mutya got some valuable inputs from her kids Mayumi and Malaya. She listened to what they wanted, garnering their comments during product development. And it worked, as the new products have a touch of child-like whimsy in them.

"The response has been fantastic and I'm thankful for all the support and love we got from the community and from customers both old and new. Social media does make a big difference in allowing us to tell better stories with our brand and engage more with moms quicker and more productively than ever before,” says Mutya.

Take a look at some of Spinkie's new offerings: