Jane Molina and Joy Williams were already busy running their family’s heating and cooling company and raising five children between them when a simple parenting challenge sparked a new business idea.
What began as an attempt to create a more comfortable pacifier eventually became Ninni Co., a baby-care brand that generated $5.3 million in revenue in 2025 and is now on track to reach approximately $6.5 million in 2026.
A Mother’s Problem Became a Business Opportunity
The idea began in 2013 when Molina was breastfeeding her third son. She noticed that her baby sometimes wanted to nurse for comfort rather than feeding.
Molina searched for a pacifier that could provide a similar soothing experience, but she couldn’t find one that matched what she was looking for. She envisioned an ultra-soft silicone design that would encourage a wider latch and feel more natural for babies.
She brought the idea to her sister Joy Williams, who had a background in marketing. Although Williams initially questioned whether they should take on another business, she eventually joined Molina in developing the product.
The sisters named the company Ninni Co. in honor of their grandmother, who had breastfed 10 children and referred to breastfeeding as “the ninni.”
Seven Years of Work Before Launch
The business didn’t become an overnight success.
For nearly seven years, Molina and Williams worked on Ninni Co. alongside their existing responsibilities. They used personal savings, retirement funds and financial support from family members to develop their first prototype, which cost less than $1,000.
They also worked with an attorney to pursue patent protection and eventually decided they needed to make Ninni Co. their primary focus.
In 2019, the sisters sold their family’s HVAC business for $500,000, using the proceeds to help finance the new venture. They also participated in entrepreneurship programs and secured additional funding for product testing and manufacturing.
A Coffee Meeting Helped Move the Business Forward
One unexpected networking encounter also played an important role.
Molina carried the Ninni Co. prototype in a small box and showed it to a man she met through a networking event. During a coffee meeting, he became interested in the product after learning that his wife was breastfeeding.
The conversation eventually helped the sisters secure a loan that allowed them to continue developing the product.
Before launch, they also received a $70,000 angel investment in exchange for a 20% stake in the company.
