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Small Business Spotlight: Feather & Bone

By Helen Malkin

We are celebrating businesses we love here at BCB!

Meet Shubhangini from Feather & Bone!

Read our interview below to find out how she does it all.



Shubhangini Prakash

-Name of company (if applicable):

Feather & Bone

-IG handle:




-Kid(s) and Ages (If applicable):

Rafferty (21 months)

-Where do you live/are you located?

Jersey City, NJ

-How and why did you start your business?

When I was 12 years I had a BAD reaction to a face wash. I couldn’t figure out what my skin was reacting to, and created my own formula: now known as the award winning Face Gems. When I became pregnant, I was worried about the ingredients I was exposing my little guy to. My worries continued after he was born. Babies have very sensitive skin — anything and everything can irritate it. Ingredients in their products matter as much as moms’.

-When did you start your business? How has the pandemic affected it?

2015, but I launched the first product in 2016 and the shift to baby products happened in 2021. We couldn’t do as many in person events which made a huge difference.

-How might your business change when the pandemic is over (if at all)?

The focus has always been to be an online business, so in fact the switch to online events has made things maybe easier in some ways.

-What would someone be surprised to learn about your business?

We really only use 3 ingredients in our products. There is so much greenwashing that often those terms lose meaning, but for us we really only use 3 effective ingredients. Also I the founder formulate everything, source the ingredients – I am fully involved in the supply chain.

-What is one piece of advice for new business owners that you wish someone told you beforehand?

  1. It takes time, trust the process
  2. Keep a part time job till you can really pay yourself.


-When you have time to yourself, what do you like to do that isn’t business related?

Sit quietly. Watch some TV. Play piano. Talk to a girlfriend.

-How do you balance it all?  Do you have any #momhacks/ #parenthacks to share that makes this easier?

I have redefined what it all means. all is such a big word and can be super daunting, so for me I have defined all to mean healthy, content and love. so will our house always be neat no, will I shower everyday no, will I have meltdowns – definitely.

My husband and I tag team it. I make a list of items I have to complete everyday – so I break up my day. Also sending my son to a drop off program helped a lot too. And of course early mornings/late nights.

-Do you have parent guilt? How do you combat it?

Oh yes – because I can’t pay myself yet, my business is still growing. I worry about how my choice of not choosing to have an income will affect him. I try to work part time on the side, so that all the burden doesn’t fall on my husband and I am saving some money for my son.

I also had it when I first became a mom, specifically around breastfeeding. It took me time, but I just had to learn to accept and remind myself that it didn’t make me a bad mother. I also sometimes feel guilty when I just let him watch TV instead of playing with him. Again it is a mental reminder that I need a break too at times.



-What would someone be surprised to learn about you?

That I recorded a music album in 2010.

-What’s at least one regular family routine you have implemented to keep your family running smooth (i.e. family dinner time every night, family meeting every Sunday night etc)?

We all eat the same lunch and we give each other 12 hugs a day.

-Who is in your mom/parent tribe and how did you meet them?

My sister, friends from before baby and now mom friends I have made through the park, facebook and baby classes.

-What is one piece of advice for new parents that you wish someone told you before parenthood?

Oh god so many. Breastfeeding is hard. Your time is just not your time anymore, although with that I was aware but I think it’s only after you become a parent that makes more sense. Schooling and figuring that out is not easy and super expensive.

-When you have time to yourself, what do you like to do?

Sit quietly. Watch some TV. Play piano. Talk to a girlfriend.




-Last show you binged: This is going to hurt (British sitcom)

-Last book you read: I am more of an article reader – but Trust Me I’m Lying

-Go-To (Family) Dinner: South Indian Food (dosa)

-Favorite Beverage (Adults): Aperol

-Favorite Take out: Pizza

-Favorite Dessert:Tira Misu

-Summer or Winter? Summer

-Anything we missed that you would like to share? Let it all out here ☺

I am a fun, silly passionate person. For me I genuinely want to help moms and educate people about ingredients and living their best life.

Thanks Shubhangini for sharing with us. You can visit Feather & Bone on Instagram and Facebook and let them know how much you enjoyed reading about them here at BCB!

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