Alexandra Rutkay, a 41-year-old married mother and founder of the posh baby bag brand Citymouse, recently celebrated making seven figures in profits. Along with her husband David, the couple runs their mom-and-pop shop from their two-bedroom apartment in uptown Manhattan. They pay themselves around 18% of the profits and reinvest the rest back into the business. Despite their success, they continue to handle all aspects of the business from packaging orders to stocking inventory in their home.
Rutkay’s Citymouse brand offers a stylish and functional crossbody diaper bag made of regenerated nylon, a couture-quality recycled material used by high-end fashion houses. The bag serves as a fashionable alternative to traditional baby bags while being affordable for modern mothers on the go. With impressive features like a designer strap, changing sheet, mesh separation pocket for diapers, and credit card slots, the bag has gained popularity among fashionable moms. Rutkay, who had no previous experience in fashion construction, started her business out of necessity and frustration when she couldn’t find a stylish diaper bag that met her needs.
After being diagnosed with Stage 3 cancer in May 2020 shortly after giving birth to her son, Rutkay used money she made from selling T-shirt designs online during the pandemic to start her Citymouse business. The life-threatening experience of battling cancer gave her the courage to pursue her goals and taught her the importance of seizing the moment. Rutkay views her journey as a way to leave a legacy for her son and hopes to inspire others to follow their dreams, despite facing challenges or doubts.
Rutkay’s success story is part of a growing trend of entrepreneurial spirits launching side hustles to supplement their income due to the struggling economy and increasing cost of living. Many people, including millennials aged 26-41, have taken on additional jobs to make ends meet. For Rutkay, selling fashionable baby bags to stylish mothers is a labor of love and a way for moms to express their sense of self and style while juggling the responsibilities of motherhood. Her story serves as a source of inspiration for others looking to pursue their passions and build a successful business from the ground up.
The Citymouse diaper bag, priced at $79, offers a blend of affordability and luxury, catering to the needs of mothers who want a functional and stylish bag that can hold all their essentials. Rutkay’s innovative design includes features like an elastic bottle holder, key lanyard, and a roomy interior that can hold up to eight newborn diapers and even a full bottle of wine. The success of Citymouse and Rutkay’s journey from battling cancer to building a thriving business is a testament to her resilience, creativity, and determination.
Rutkay’s experience demonstrates the concept of post-traumatic growth, where individuals experience positive psychological changes after overcoming a major challenge or adversity. Surviving cancer and the challenges she faced gave Rutkay the confidence to pursue her entrepreneurial dreams and build a successful business. She hopes to inspire others, especially fellow side hustlers or poly-workers, to believe in themselves and pursue their passions. Rutkay’s message of perseverance, resilience, and the importance of seizing the moment resonates with anyone facing challenges or doubts in their path to success.
