Side Hustle Pro 488: The Power in the Pivot: How Keewa Nurullah Is Rebuilding After Closing Her Dream Business
Nov 12, 2025
In this engaging discussion, Keewa Nurullah, an artist and small-business strategist known for founding the culturally rich children's boutique Kiddo, shares her entrepreneurial journey. She bravely closed her shop after significant success, reflecting on the emotional and financial factors behind that decision. Topics include adapting to post-pandemic customer behavior, the challenges of funding for small businesses, and her new initiative, Circulate, aimed at supporting local retailers. Keewa emphasizes the importance of community connection and redefining success on one's own terms.
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Origins Of Kiddo And Roots
- Keewa Nurullah started Kiddo after noticing gaps in children's products and culture, launching online then opening a storefront from 2018–2024.
- Her background includes performing arts and a family history of entrepreneurship that shaped her approach to community-focused retail.
Pandemic Timing Fueled Rapid Growth
- The pandemic created unique timing that accelerated Kiddo's scaling because parents desperately sought new products while stuck at home.
- Keewa used that period to trial shipping, inventory, and operations and gained significant retail expertise.
Exit Before Debt Deepens
- If sales decline and you lack a secure plan to rebound, avoid extending debt or leases solely on hope of a turnaround.
- Prioritize preserving financial stability and believe you'll find another opportunity rather than risking personal ruin.
