Westport mother of five Cali Carleton is the founder and CEO of Domino & Juliette , an educational toy company providing purposeful play and hands-on learning for children. On a self-proclaimed mission to help parents reclaim playtime – designing safe, modern and inclusive toys that spark curiosity and connection in every home – she somehow found time to answer questions from Westfair’s Fairfield County Business Journal about how she got started, what drives her and how she fits it all into her day:
Cali, what inspired you to start Domino & Juliette? Was there a specific moment or experience that sparked the idea?
“The idea for Domino & Juliette started at my kitchen table. I was creating my own educational placemats for my kids, because I couldn’t find anything I actually liked online. At the same time, I was sharing play-and-learn ideas online. That’s when I realized I could reach even more families by creating the products myself.”
Did you have any prior experience in education, design or entrepreneurship before starting your business?
“I’m a self-taught educator who began teaching my own children at home after leaving my career in finance when I was pregnant with my oldest. Since my kids didn’t attend nursery school, I took on the role of teacher. I poured myself into research, exploring literacy programs, math blogs and number-sense routines to give them the strongest possible foundation. (The) analytical side pairs naturally with my entrepreneurial spirit. I’ve spent over 15 years as an angel investor supporting early-stage startups, watching businesses grow and sometimes fail, which taught me a lot about resilience and innovation.”
How did you take the first steps toward starting? What were some of the early challenges you faced in turning your idea into a reality?
“I circled around a lot of ideas before really landing on the brand Domino & Juliette has become today. One of the biggest challenges came when I found out I was pregnant with my fifth child – right in the middle of production. At the same time, my two oldest had just transitioned from homeschooling to traditional school, so life was a bit chaotic. I ended up launching the business at 38 weeks pregnant.”
Where are your products designed and made? Do you work with local manufacturers, or do you source materials from elsewhere?
“Our products are designed here in the United States by our in-house creative and education team and manufactured in China through a trusted production partner. We worked tirelessly to find U.S. manufacturers who could produce our toys at scale but ultimately couldn’t do so affordably while maintaining the same level of quality and safety we required.”
In addition to the online store, do you sell through local shops or markets?
“We sell in Awesome Toys & Gifts (with three locations in Connecticut) and a handful of other toy stores and specialty stores throughout the Northeast.”
As a young mother of five, how do you balance the demands of motherhood with running a business?
“I don’t have childcare help, so I’ve learned to get creative with my time – working during sports practices, nap times, early mornings and late evenings. My children understand that I have responsibilities with Domino & Juliette, and they’re wonderfully respectful when I need to take calls or focus.
“We also weave the business into our homeschool experience. The kids know what I’m working on, help test new products and often give feedback on our marketing ideas.”
Following the early challenges, what are some of the biggest challenges you’ve faced in building and growing your business and how have you addressed them?
“We’ve faced quite a few challenges along the way. One of our earliest lessons came after launching the first version of our ABC Find & Fit Puzzle (where) a few of our illustrations didn’t sit well with some parents. It was a wake-up call about how personal early learning is to families.
“Another ongoing challenge is navigating tariffs and import costs since our products are manufactured in China. We’re constantly exploring ways to offset those expenses – from optimizing production runs to developing packaging efficiencies.”
What advice would you give to other parents who are considering starting their own businesses while raising children?
“Give yourself grace. Things won’t be perfect and that’s OK. There are days I feel like I’m doing everything wrong, but I remind myself that my children are learning from this experience, too. They’re watching what it looks like to build something from the ground up, to work hard and to stay passionate about what you believe in.”
