Meet Cristina Rotundo

Today we’d like to introduce you to Cristina Rotundo.

Hi Cristina, please kick things off for us with an introduction to yourself and your story.
I had the privilege of moving to San Francisco from Edmonton, Canada to go to “Art School”, which seemed like a non-existent option back home at the time. I graduated from the Academy of Art University with a degree in Graphic Design and spent a good 10+ years working at some of the most exciting start-ups / now influential product design firms in the Bay Area. That all came to a halt when I was deported back to Canada leaving behind my home, fiancé, 3 stepchildren and a career back in 2017. What was supposed to be a five years ban actually gifted me a marriage, a new baby and an early return home after two years.

This seemingly isolating experience of being deported and working solo as a contractor was actually great preparation for the pandemic which followed shortly after. With the goal of keeping creativity alive at home during the lockdown, Emma (my step-daughter & sidekick) and I wanted to learn how to make masks, help out and donate them to people in need in our neighborhood. We tapped into our community for sewing lessons (virtual, of course), equipment, and leftover fabrics and tried our best.

We also had to navigate homeschooling and the stresses associated with it—the anxiety around sitting in front of a screen all day, how to keep your spirits up and motivated to look “on” while you crawl to your laptop in your PJs every morning from bed. Interestingly enough, this was my issue as well!

Emma always had 2 things on hand for managing her stress; scrunchies for keeping her hair up and out of the way & fidgeting with squishy things. We thought to ourselves, “Wouldn’t it be cool if the two could have babies?”. So, we deployed our newfound knowledge of sewing, scraped together all the little pieces and parts we needed and started creating! Lo and behold the idea of the Smunchie was born. It’s a squishable scrunchie aka fashionable fidget/accessory you can wear in your hair, or on your wrist, like a wearable squishy or stress ball.

We came to realize that sitting in front of a computer, interacting over video calls, and presenting can be stressful, anxiety-inducing, and having an object in your hands to fidget with helps to alleviate the pressure of performing in that moment and Smunchies were actually fantastic at helping to ease this anxiety, boost focus, and relieve sensory overload. They’re also perfect for in school, at work, traveling, & moments dedicated to personal wellness.

I immersed myself in learning about sensory processing & stimming, neurodivergence, ADHD and autism spectrum disorder through mostly following neurodivergent advocates and storytellers on instagram to educate myself on the people that could benefit from this product. The more I learned the more I realized that I am in fact this person, my child might be this person. That I was in fact neurodivergent and had been masking this part of myself my entire life.

My hope now is that Smunchies® can become a vessel that celebrates & uplifts Neurodiversity and inclusivity. We believe in the power of neurodivergence and that’s why we are on a mission to design joyful and functional products that demystify what it means to need sensory accommodations & to reimagine how fidget toys can evolve to become elevated, fashionable wellness accessories that inspire a sense of confidence, independence and pride in growing kids, teens and adults.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It has been a bumpy road for sure, as most newly established product businesses and entrepreneurs can vouch for. The challenges of product development and manufacturing abroad during and following the pandemic have been tough and slow-moving. The current demands of organic social media presence are all-consuming, especially if you are just not the type of person that is comfortable being in front of a camera. The legalities around protecting your IP through trademarking and patenting are convoluted and pricey. And of course, funding. If you are 100% devoted to your idea and business that could mean abandoning your day job and bootstrapping which also means betting your life saving on an idea that may or may not fly and placing the stability of your family life on the line. If you have never been a business owner before it basically feels like putting yourself through school all over again but it is up to you to manage the limits of constantly learning and consuming information and just moving forward with action. It’s a nonstop business boot camp. Even though I prided myself on growing businesses through robust brand experiences and identities in my past life, it’s such a different story applying your skills to your own brand and product!

Can you tell our readers more about what you do and what you think sets you apart from others?
I have 10+ years of experience in brand creation, directing & consulting, I am a graphic designer with product design development experience with 2 of the San Francisco Bay Area top-tier design studios.

My Experience has been focused around brand development & communication for product-focused start-ups within the lifestyle, food & beverage, pet, furniture & lighting decor, garden decor, and health & wellness tech categories.

– Developed branding & packaging for 3 Featured Brands on Shark Tank
– Academy of Art San Francisco Valedictorian
– Mom of 4, Sensory Enthusiast, Self-Diagnosed Neurodivergent.

We all have a different way of looking at and defining success. How do you define success?
Being able to put the culmination of your passions, experiences and expertise (personally, as a mother, and professionally) to use for the common good, for uplifting communities in creative and unexpected ways and making a living from it while your children get to watch and participate. The ability to build this in my home with my children is so fulfilling. Even if there are failures I know they are witnessing hard work, dedication, passion and above all empathy and love put into action.

Also, being able to access and connect with so many like-minded creators, business owners, mentors, BIPOC/women-owned, who have been so willing to share knowledge, ideas, and support so openly has been so inspiring. I would feel successful if I could do the same down the line.

Pricing:

• $16

Contact Info:

• Website: smunchiesco.com
• Instagram: https://www.instagram.com/smunchiesco/
• Facebook: https://www.facebook.com/Smunchiesco/
• Other: cristinarotundo.com

Image Credits
Jen Siska – Photographer www.jensiska.com