Some companies start in garages,
some in basements.
BabySmart traces its unique beginnings to … a nursery. Truthfully,
to a changing table ... and to one of the most basic (and frequent) of baby-care
tasks: changing diapers.
When Diane Zissu’s son Travis was born in 1993,
she quickly became frustrated by the dearth of what she
considered to be the most basic, logical baby and toddler-care
aids (like something to keep her package of baby wipes
stationary while she struggled to hold Travis in place,
lift the lid and peel off a wipe).
Her solution was simple: She invented what she needed – putting
to personal use her professional expertise in commercial
interior design, along with her first computer.
It wasn’t such a stretch, moving from the business
of design and function for clients to design and function
for the nursery. With the aid of her new computer, she
researched the most functional and highest-quality materials
to create high-style products that were both visually appealing
and functional – initially just for her own little
Diane’s First ‘Smart’ Products
By the time she’d become the mom of three babies
in as many years (Jared arrived in 1994 and Laina in 1995),
Diane had created two changing table necessities: a baby-wipes
holder that grips the wipes container, and a diaper holder
that holds a stack of 20 diapers – both of which
attach to the changing table. No more fumbling for wipes
and diapers during the changing process.
One day, hearing Dad declare he would not change
a diaper without her baby-wipes holder, Diane suddenly
realized she had created something special. She used her
computer to play around with possible names for the products,
which led to experimenting with ideas for a company name … and
BabySmart was born.
BabySmart’s early product launches included the
first-ever Baby-Wipes Holder and Diaper Holder, made of
flexible plastic. As her kids got a little older, Diane
quickly followed up with other “smart” necessities,
the BabySmart Potty Mat – a protective, non-skid
foam mat that is used in the bathroom during toilet training – and
the BabySmart Lap Bib – a 14-inch-long bib with a
pocket at the bottom, designed to keep kids clean during
meal and snack time.
Diane Zissu’s “fourth baby” is now 12
years old, while Travis is 15, Jared, 14, and Laina, 13.
As “Mom, CEO and Founder” of BabySmart, USA,
Diane continues to apply her “mom” experience
and professional design expertise to developing “smart” products
that are both functional and fun, in sleek styles and cool
Working more recently in silky-surfaced, high-density
foam, she has brought to market a number of her truly original
ideas for “smart products with a purpose.” Diane
combines simple – almost abstract – designs
with the quality and substance that she has always delivered
for all of her clients.
Over the years, BabySmart has helped grateful parents
with a string of “firsts,” including the first-ever
molded foam booster seat, the Original “Cooshie” Booster,
now called the Cooshee™ Booster Classic.
Moms across the United States rated it the booster of choice
in a “Mom-Tested” competition sponsored by
Parenting Magazine in 2004. Two years later, the Cooshee
Booster earned The National Parenting Center’s Seal
Kids and Parents Love BabySmart Products
Like the Baby-Wipes Holder and the Diaper Holder, the
Cooshie Booster was created in response to a genuine personal
need: Diane’s three little kids just would not sit
down – and when they finally did, they wouldn’t
be still. So she designed a comfortable, “cooshie” booster
seat, made of molded foam. Finally, her little ones sat – and
When Diane held a yard sale and included 30 additional
red foam booster prototypes she’d produced, every
one of them disappeared in the first few hours. They were
logical products that met a common need, she realized – and
other moms recognized that, too.
Based on her personal success with her unique foam booster
seat, when Diane introduced the Cooshie Booster to the
public, she guaranteed that the Cooshie Booster “will
keep your toddler seated longer or your money back.” BabySmart
still makes that guarantee today.
Other “smart products with a purpose” have
since joined the BabySmart line, including the Cooshee
Booster Hybak, Cooshee TubGuards and, most recently, the
Cooshee Changer. Kids and parents alike love Diane’s
BabySmart creations; in fact, in online reviews, parents
consistently award five-star ratings to BabySmart products.
Quite frankly, there’s
nothing like them.