My Four Biggest Takeaways from Year 5 of Running Baba Bags

I started Baba Bags for 3 core reasons.

Reason 1: I wanted to do something to help take care of our beautiful planet.

Reason 2: I loved the idea of creating a brand that kept me in touch with my Ukrainian roots.

Reason 3: The more 1st hand business experience & mistakes I make while I’m young the more wisdom I would have to make better decisions moving forward.

Here is what I learned in Year 5.

Lesson 1: A Rebrand was Necessary

Today we have rebranded Baba Bags to That’s Baba. Since the start of the full-scale war in Ukraine on 2/24/22, my life mission has shifted to focus on celebrating and uplifting Ukraine and its people, and I want the business I am building to play a significant role in that mission. While our bags will always be a cornerstone of our business, I want Baba Bags to become more than just a bag company. We've already taken steps in that direction in the last few years with the release of our Baba Bandanas and Baba’s Reusable Giftwrap which are new products used to fundraise for different Ukrainian causes (more on that on that on lesson 4). Rebranding to That’s Baba gives us more flexibility to tap into new markets and opportunities. We have a lot of ideas we are excited to try under our new name. Although our name is different our values of showing love & care to our planet, our customers, Ukraine and our sweet, sweet grandmothers will never change!

Lesson 2: Trust Your Instincts

I firmly believe that our instincts are a culmination of the wisdom passed down by our ancestors and our own life experiences. This realization dawned on me during my journey to Ukraine last summer. In my days in Poland and Germany leading up to my 3 weeks in Ukraine I felt uncomfortable, anxious and felt that I was on foreign land halfway across the world from my home in Chicago. It is hard to put into words the exact feelings I felt once I got to Ukraine but it was the total opposite. I felt at peace, I felt comfort, I felt like I was at home... How could this be? How could I feel peace and comfort in a war-torn country? How could I feel at home when I had been to Ukraine only one other time when I was 8 years old??

The answers lay in the whispers of intuition. Ukraine is the land of my ancestors, and this was their home. Their experiences, etched into its soil resonated within me, shaping my instincts and perceptions. Recognizing that our instincts draw from both personal and ancestral experiences becomes a superpower.?

For the past 2 years my instincts have told me its time to evolve Baba Bags to That’s Baba. That is why I am confident but more so excited for what the future holds for That’s Baba!

Lesson 3: When Your Feeling Lost Go Back to Your Roots

Year 5 proved to be a challenging chapter for me, as the relentless pursuit of growth and innovation had left me feeling drained and directionless regarding the path of Baba Bags. After four years of pouring my heart and soul into the brand, I found myself at a crossroads. Recognizing the need for a fresh perspective, I made the decision for the first time to step away from the business for a few months, seeking renewal and clarity.

During this hiatus, an unexpected opportunity arose: the chance to serve as a camp counselor and English teacher for orphans in Ukraine. Without hesitation, I seized the opportunity, and less than 2 months later I was on my way to Vorohta, Ukraine. Little did I know, this experience would become a pivotal chapter in my life. In Ukraine, I found myself reconnecting with my roots and learning why I am the way I am. Interacting with the children at the camp, I saw reflections of myself in my Ukrainian brothers and sisters. Our thought processes, mannerisms and traits almost identical. Through them I saw where I get my good traits like my generosity, my sense of humor, my resourcefulness but I also saw where I get my not so good traits like my stubbornness, my brashness and unfiltered honesty.

After my time in Ukraine I realized I knew far less than I thought I knew about my roots and my family tree. I became a student of studying my ancestral past. I learned that my great great great grandfather was a beekeeper and had a thriving honey business in Poltava, Ukraine. He was killed by the Red Army (Russians) because his business was doing so well that they wanted to take control of it. I learned how my Baba Larysa in Ukraine would sell fish that my grandpa caught in the Dnipro River as an extra way to make money for the family. I learned more about my Baba Paraska who came from a DP camp in France in the 50s to Chicago and here was able to create a successful cleaning business while my grandpa opened up his very own laundry mat. I found and studied the business plan of my mother’s store in Wicker Park in the 80’s called “The Missing Piece”.

It became evident that entrepreneurship courses through my veins, woven into the very fabric of my being. Understanding and embracing my roots provided a newfound sense of grounding and purpose, reigniting my passion for Baba Bags. Returning to Baba Bags with renewed energy and a deep sense of rootedness, I realigned with the essence of my original vision for starting the brand. As I reflected on the three fundamental reasons driving Baba Bags, it became clear that to fulfill my ultimate "Why," we needed to venture beyond the realm of bags. Thus, the decision to rebrand to That’s Baba crystallized—a symbolic step towards embracing a broader spectrum of ideas and opportunities.

In essence, my journey to Ukraine and the exploration of my roots served as a guiding light, illuminating the path forward for That’s Baba. By reconnecting with my origins, I found the clarity and inspiration needed to propel Baba Bags into its next chapter of growth and evolution.

4. The Universe Orchestrates Connections in the Most Unexpected & Beautiful Ways

My journey to Ukraine sparked a wave of inspiration, leading me to embark on another fundraising project with our Baba Bandanas. The previous year, our bandanas had successfully raised $2,000 for Misto Dobra, a Ukrainian nonprofit supporting displaced women and children. This time, I was determined to direct our efforts towards the camp in Ukraine that had left such a profound impact on me. However, I initially found myself unsure of how best to allocate the funds we would raise. Serendipitously, an opportunity arose when I was approached by a professor from my alma mater, the University of Oklahoma, to coach students in his entrepreneurship class. These students were consulting for a Ukrainian business called Filter—a small venture in Ivano-Frankivsk, run by a couple seeking to aid the war effort by providing thermal clothing for Ukrainian soldiers, employing displaced women who had moved away from the frontlines of the war.

As I guided these students through the consultancy process, I was deeply moved by Filter's noble mission and the dedication of the students to offer valuable recommendations instead of worrying about their grade on the project. After a few weeks into this it dawned on me that we could utilize the proceeds from the bandana sales to purchase thermal clothing from Filter for the orphans attending the winter session at the Ukrainian camp.

Through a collaborative effort, we raised $2,000, enabling Filter to hand sew essential winter gear for 56 orphans and 10 staffers at this winter camp in Ukraine. This project holds a special place in my heart, as it beautifully interconnected various elements of my life’s journey. From giving back to the camp that had touched my soul to supporting the students at my alma mater, who in turn aided Filter in their mission, every aspect seamlessly fell into place. This experience served as a powerful reminder that everything happens for a reason and that the universe has a way of orchestrating connections in the most unexpected and beautiful ways. It reaffirmed my belief in the power of interconnectedness and the profound impact we can make when we come together with purpose and compassion.