Inspiring Conversations with Eli Yonas of Toki Mats

Today we’d like to introduce you to Eli Yonas

Hi Eli, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I got the idea for Toki Mats in 2016 when I was on maternity leave with my second baby, Shaya. I wanted a play mat that was comfortable, modern, and safe, but I couldn’t find anything that fit the bill. After deciding to create my own perfect play mat, I spent the next year doing research, prototyping, product testing, and business foundation before officially launching Toki Mats in 2017.
Since then, we’ve branched out from our fan-favorite play mats and now create play products that are all non-toxic, modern, and help support critical play for babies and kids.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I don’t think there’s such a thing as a smooth road in entrepreneurship. It’s been a long and bumpy road, but also an exciting and fulfilling one! One of the hardest things about owning a business is that it’s never-ending. I’m constantly setting crazy goals and working 24/7 to get Toki Mats into as many homes as possible, and it can make “mom guilt” pop up even more than it already does.
With the business, it’s challenging to find a balance between making the product affordable and accessible while offering the highest quality materials possible. We’re still working on finding a way to get the price point down without compromising on quality and safety.

Appreciate you sharing that. What should we know about Toki Mats?
Toki Mats is unique in that our play mats are incredibly soft, sustainable, non-toxic, modern, and super versatile. I searched for months for the perfect material, and after discovering natural latex foam in the adult mattress market, I decided to use it in the play mats. I talked to other parents and pulled from my own experiences to design a mat that would solve common challenges we face during play time and daily life with our babies. When we first launched, there really wasn’t anything like Toki Mats on the market.

Toki Mats stands out among other brands because of our designs and materials. Our play mats are foldable and portable, and we have different cover options, including a fully waterproof vegan leather cover that makes cleanup super easy. The mats can be used indoors or outdoors, so parents always have a safe space to put their baby down. All of our materials are certified safe for babies and for the environment. It was very important for me to get those third party certifications, like OEKO-TEX, GOLS, GOTS, and more, to give parents that reassurance that these products are completely non-toxic. My own babies played on these mats, and they still do—even though they aren’t babies anymore! I also wanted colors and prints that would fit into every home aesthetic. There’s nothing wrong with bright primary colors, but it’s also nice to have something softer, modern, or playful to match the rooms that these products live in.

Another thing that’s been helpful in knowing which direction to take this brand is customer feedback. I still read every comment in our VIP group and look at every single support email. Whether the feedback is positive or negative, it’s helpful to know what’s working and what needs fixing. I love, love, love hearing from parents when our products have made tummy time, play time, and family time better and easier. It’s so gratifying to see the overwhelmingly positive response to Toki Mats because this company is my heart and soul!

Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
The number one thing that helps me in both work and life is, honestly, my mom group. I found like-minded moms who are also small business owners, and we have a text group where we all give each other advice (like a mini brain trust!) on our businesses and our families. I recommend finding and creating communities. They’re life savers!

The other resource I recommend is finding a VA on UpWork (for both business and life) to help with anything that would take longer to do myself vs. explain to someone else. Game changer!

I loved listening to How I Built This, a podcast that’s so inspiring, motivating, and educational.

Contact Info:

• Website: https://tokimats.com/
• Instagram: https://www.instagram.com/tokimats/
• Facebook: https://www.facebook.com/groups/214902453463192

Image Credits
@lizzyography