Special Needs Child Inspires Mom to Launch Business
Written by Sylvia Small Thursday, June 16 2011
Big Mission for Itzy Bitzy Company
Written by Sylvia Small
June 16, 2011
Snapshot: Michelle Ruesch
Combine a genetic disorder with squeaky shoes and a trip to Disneyland and you get Itzy Bitzy, a company with a mission to help kids with craniofacial conditions. Michelle Ruesch owns Itzy Bitzy, a 4-year-old company with 10 employees that manufactures and sells affordable and stylish children's footwear and accessories. Originally known for its squeaky shoes, the company has expanded its line over the years to include soft sole shoes, flip-flops, headbands, flower clips, and hats. Products are sold online and through boutiques that are primarily located in the Midwest.
A dental hygienist by education, Ruesch and her husband, James, have five children, ranging in age from 6 to 21.
One of the youngest children, Sydney, a twin, was born with Treacher Collins Syndrome (TCS), a rare genetic disorder that involves abnormal facial development. Individuals with TCS have underdevelopment of the jawbone, cheekbones, ears, and eye area. These features range widely from mild to severe. TCS does not get progressively better or worse as an individual ages. Intelligence and life span are usually normal.
The twins are the inspiration and motivation behind Itzy Bitzy. Sydney spent the first four months of her life in neonatal intensive care where she received a tracheotomy to allow her to breathe and had a feeding tube placed in her stomach. She also had her first of many reconstructive surgeries.
When the twins were learning to walk, they received a pair of squeaky shoes as a gift. The family’s first experience in public with the shoes was a trip to Disneyland, where the shoes attracted a lot of attention. People kept asking, "Where did you get those?" Ruesch decided a squeaky shoe business venture would not only be worthwhile, but also would be a vehicle to support the mission of the organizations associated with Treacher Collins Syndrome and craniofacial conditions.
Womenetics: Why did you start Itzy Bitzy?
Michelle Ruesch: My husband and my parents are entrepreneurs. I've always had that drive in me to own a business. One of my twins has special needs. While I was staying home with them, I came across the opportunity to start this business.
Squeaky shoes have something in the sole that helps kids learn to walk properly in heel-to-toe motion. When a child steps correctly, the shoes emit a soft squeak. The company is continuing to grow as more people hear about us and see our expanded product line in the stores.
Womenetics: Tell me a little about your company's mission.
Ruesch: Our mission is to educate the public and increase acceptance of children with differences. These children are just like every other child. Although they may look, talk, or walk differently, they still have the same desires. They want to be loved, accepted, and treated like any other "normal" individual. I'm trying to use the difficult times in my life to make a positive difference in society.
Womenetics: Had you heard of Treacher Collins Syndrome before your twins, Brooke and Sydney, were born?
Ruesch: I had no idea what TCS was. We had struggled for several years to get pregnant. The doctors suspected a problem because I was retaining large amounts of fluid. Since I was quite large at the time, it was difficult to get a good ultrasound image. It took them a while after Sydney was born to come up with a diagnosis. She kind of has her own unique syndrome.
Womenetics: What was your reaction when you heard the news?
Ruesch: I had to go out and research it. You feel so alone when you first get that information. My gut reaction was to ask what we needed to do to fix it and make her "normal" like every other kid.
As you slowly go through the grieving process, you realize it's not a broken arm. You understand how to accept the situation. Although there may be some challenges and differences, you deal with those as they come along. Interacting with people in similar situations is so empowering and rewarding.
Womenetics: How do you deal with all the demands on your time?
Ruesch: I'm more exhausted when I'm not living my normal routine. I've always been a working mom. I'm less tired after a busy day than I am if I have nothing to do.
My children were an awesome help around the house when the twins were younger. My second daughter took a medical interest early on and is considering a medical career.
Womenetics: Where is Itzy Bitzy located?
Ruesch: We're in California. We started in a small remote town in Utah. We moved here to be closer to the import side of our business. We also wanted access to larger hospitals and more services like speech therapy for Sydney as she grows older.
Womenetics: What is Footwear for Smiles?
Ruesch: We use some of the proceeds from our sales to give back to children in need. We work closely with Operation Smile. That's an organization that provides free surgeries to repair cleft lip, cleft palate, and other facial deformities for children around the globe. They give some of our products to their patients. We also are working on a program with various hospitals for children who are receiving craniofacial or other plastic surgery. We'll give the kids some of our products as a way to hopefully ease some of their fear and anxiety about the surgery.
For more information about craniofacial conditions, visit Children's Craniofacial Organization and Treacher Collins Connection.
Sylvia Small is a seasoned public relations professional and freelance writer. She lives with her husband, Tim, and their Australian cattle dog in metro Atlanta. She enjoys writing for a variety of media, including print and electronic. To learn more, go to www.SylviaSmall.com.
