This blog was updated on 17 April 2025, for more information connect with our team: https://www.easystore.co/contact 

A Loving Mother Who Turned a Personal Struggle into an E-commerce Success

When people say, “what doesn’t kill you makes you stronger,” it often reflects the difficult paths life takes us on. 

For Nur Afiqah Mohammad Aidid, life’s hardships shaped not only her strength but also a business that carries a heartfelt story behind it.

After the sudden passing of her father, Afiqah had to shoulder the responsibility of supporting her mother and four younger siblings — two of whom were still studying abroad. 

Despite the exhausting circumstances, she persevered.

During these challenging times, Afiqah discovered a passion for making baby booties. 

It wasn’t just about creating something cute — it was a mission to educate parents about the dangers of hard sole shoes for babies and to offer safer, healthier alternatives.

You might have come across her brand, Pikalula, selling adorable baby booties, but the story behind it is deeply inspiring. 

Here’s how a family breadwinner turned a simple act of sewing into a thriving e-commerce brand.

Can you tell us about yourself and how you created your brand?

My full name is Nur Afiqah Mohammad Aidid, and I’m 31 years old. 

I hold a Bachelor of Engineering (Civil & Infrastructure) from RMIT University, Australia. 

The brand name ‘Pikalula’ came from my nickname ‘Kak Pika.’ 

I’ve always loved singing lullabies to babies — my baby cousins used to call out, “Kak Pika, lulla!” and that’s how Pikalula was born.

As a mother, I was concerned about the footwear options available for babies. 

Socks didn’t stay on, and hard-soled shoes weren’t suitable. 

I started sewing soft, comfortable baby booties made from gentle fabrics, perfectly designed for the natural growth and movement of tiny feet.

What inspired you to sell baby booties?

After practicing engineering and running a part-time online business for three years, I married an entrepreneur and moved from Seremban to Kuala Lumpur. 

I left my engineering job and began managing my husband’s family tailoring business.

I enjoyed the business world and later ventured into e-commerce to bring their products online. 

When I became pregnant, my husband asked me to pause my business activities. 

After giving birth, I struggled to find suitable soft sole shoes for my newborn, which inspired me to start Pikalula Baby Booties.

What was your previous occupation?

After graduating, my father passed away, and I took over his company while supporting my mother and siblings. 

Life was tough. Two of my siblings were still studying in Australia, and I worked tirelessly to fund their education and cover family expenses.

I began my online business journey in 2011 by selling fragrances on blogs, Facebook, and Instagram. 

I eventually built a website and managed a network of over 100 dropship agents.

What is your most memorable business experience so far?

I started Pikalula in 2015, selling just 20 pairs of booties a month. 

Today, our products are available in eight Happikiddo baby stores in the Klang Valley, and we now sell thousands of pairs annually, including through our online platforms. 

It still feels surreal to see my brand on store shelves.

What challenges have you faced and how did you overcome them?

As Pikalula’s booties are handmade, growing demand posed challenges. 

I am very particular about product quality, which made scaling production difficult. 

I attempted to hire additional sewists but faced a major setback in 2017 when I was scammed while eight months pregnant. 

Though I recovered some of the funds, the sewing materials were ruined.

This incident taught me a valuable lesson: quality matters more than quantity. 

I chose to stick with my reliable workers and focus on maintaining high standards. 

For me, this business is about passion and purpose — not just profits. 

Why did you choose EasyStore?

As the name suggests, EasyStore truly makes managing an online store simple. 

In my previous businesses, I hired web designers, but communication gaps often led to disappointing results. 

With EasyStore, I could design and manage my own website with ease.

I appreciate being able to update my store’s look anytime, and if I run into issues, the EasyStore support team is always helpful. 

It also helps me manage inventory and sales reports efficiently, while syncing with platforms like Shopee and Lazada saves me valuable time.

What are your goals for the brand?

My main goal is to raise awareness about the dangers of hard sole shoes for babies. 

I aim to offer affordable, high-quality soft sole shoes that support healthy foot development for little ones.

Do you have any advice for those who want to start an online business?

Never give up. 

If I had given up when my father passed away, I would never be living the life I have today. 

Being a breadwinner means you cannot afford to give up — it would have been a selfish act that might have jeopardized my entire family’s future.

I’m grateful for the continuous support from my family and customers over the years.

Discover Pikalula Baby Booties:

Website: www.pikalula.comInstagram: @pikalulaFacebook: Pikalula Baby Booties

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