What It Takes ― How I Built a $100 Million Business Against the Odds

The founder of global baby brand aden + anais reveals how she built a $100 million business from her kitchen table.

Raegan Moya-Jones never thought of herself as an entrepreneur. She was a wife, a mother, and a full-time corporate cog in her thirties. But she was sick and tired of her micromanaging boss, so she quietly started a company in the wee hours of the morning while her daughters were asleep. She finally quit her 9-5 when her side hustle, boutique baby swaddle brand aden + anais, hit the $1 million mark in revenue. It now generates over $100 million a year in revenue. 

In this riveting and vulnerable story of all the bumps in the road, What It Takes is Moya-Jones’ tell-all and brutally honest advice to entrepreneurs—especially women—about how to succeed despite all odds. It doesn’t take an MBA to be your own boss. It takes commitment to an idea you believe in, working your arse off, and the will to learn more. If Moya-Jones, an outspoken Aussie and university drop-out, could build a business from the ground up, anyone can.

Moya-Jones digs into topics most entrepreneurs shy away from, even the prickliest of things like mom guilt, butting heads with investors (or co-founders), and what to really do when you’re running out of money. The truth is, there’s no magic formula to build a business and you don’t have to look or act a certain way to be successful. This empowering story from one of today’s most fascinating founders will show the hopeful entrepreneur or career changer that she doesn't have to know it all. This story is about staying true to who you are, trusting your gut, and harnessing your unique talent. Do you have what it takes to jump in?

Raegan Moya-Jones is the co-founder and President of Saint Luna, a premium moonshine company, and the founder and former CEO of aden + anais, an award-winning lifestyle brand for babies and children. She is the winner of the EY Entrepreneur of the Year award and a board member of Hopeland, a charity dedicated to making sure all children have a family. Her previous book is Swaddle Love, a short history of the ancient practice of swaddling. She lives in Brooklyn with her husband and their four daughters.