What It Takes: How I Built a $100 Million Business Against the Odds

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6.2 X 9.1 X 1.1 inches | 1.0 pounds

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About the Author

Raegan Moya-Jones is the co-founder and President of Saint Luna, a premium moonshine company, and the founder and former CEO of aden + anais, an award-winning lifestyle brand for babies and children. She is the winner of the EY Entrepreneur of the Year award and a board member of Hopeland, a charity dedicated to making sure all children have a family. Her previous book is Swaddle Love, a short history of the ancient practice of swaddling. She lives in Brooklyn with her husband and their four daughters.


"You might think Raegan Moya-Jones is special: after all, she did found aden + anais (the $100 million baby blanket company) from her kitchen table...as a mother of 4...with no previous entrepreneurial experience. You'd be right. But what makes her special is not just her surprise success story. It is her ability to help her readers seize on the thing(s) that might make us special, too. Take the advice of this outspoken, no-filter, hilarious entrepreneur and she will empower you to see that her secret sauce - no fear, no expectations, grit, and vision - is available to all of us. Drink up!" --Daphne Oz, Author and Television Host

"In What It Takes, Raegan Moya-Jones shares an inspiring story for anyone who wants to change their career, play by their own rules, and build a successful business in the process." --Rebecca Minkoff, Founder & Creative Director

"From the kitchen table to a global stage... Add a little determination, sass, Aussie grit, self-belief and a sense of humour and dreams come true. Congratulations on achieving enormous success, giving back, sharing the journey and inspiring others to do the same .... And most importantly enjoying the ride." --Deborra-lee Furness, Actress & Founder Hopeland

"Raegan Moya-Jones is an outspoken, no-filter, hilarious entrepreneur who will empower you to finally make that leap you've wanted to in your life." --Beverly Turner, Television and Radio Presenter

"Moya-Jones will inspire you to greatness with a kick in the ass, laugh out loud saga of overcoming adversity, and instilling in you a renewed belief in yourself that only someone with her energy and vision is capable of. Pour a glass of wine, read this book, and go out and conquer the world." - Geralyn Breig, Anytown, Founder & CEO

"Forget what you think you know about women in business. Raegan is here to surprise and inspire you to write your own rules to achieve your career dreams. She is a remarkable woman with a remarkable story everyone can learn from." --Rosie Pope, Founder & Creative Director

"Moya-Jones is a force to be reckoned with. Funny, creative, and full of courage and charming sass. What It Takes will give you the tools you need to create your own success story." --Sarah Kauss, S'well, Founder & CEO

"Raegan Moya-Jones shows entrepreneur hopefuls that it's okay not to know it all--as long as you're willing to do whatever it takes to make your dream a reality." --Whitney Port, Television Personality, Fashion Designer, and Author

"Raegan Moya-Jones is hands-down one of today's most candid entrepreneurs. In What It Takes, she reveals how she built a wildly successful business and what she learned along the way." --Tiffani Thiessen, Actress

"Raegan Moya-Jones is the definition of a "Girlboss." I am so inspired by her story!" --Amanda Saiontz Gluck, Lifestyle Blogger FashionableHostess.com