She's a mother of two boys - one aged three and the other 18 months, but that hasn't stopped Sherrey Chng-Bahuguna from venturing into being a 'mumpreneur' with two online fashion businesses.

She launched an online business ButtonNStitch selling designer-quality shirts in May, shortly after starting online bag boutique BagBistro.com. Her debut collection for ButtonNStitch was presented in June, just nine months after she started.

Her labour of love is a smart attempt at targeting the fashion-savvy, sensible man. It removes the frills and hassle of heading down to a boutique and retails online shirts with thread counts of 120 to 160 at mass-market prices, starting from $80 each.

Sherrey shared that she used to be her husband's personal shopper for shirts. "He is quite fussy with a strong preference for designer shirts that would rack up a pretty big cheque," she said.

The idea for the online store came to her one day, and she did some research. Banking on her work experience in marketing and supply chain and backed with an apparel manufacturer, she launched ButtonNStitch. She chose to focus on men's shirts, because she feels it is easier to build a broad and loyal base of customers in that target market if her store gets the fabric, cut and fit right.

Men are spolit for choice in the inaugural Summer 2012 collection with various designs in either slim or straight fit cuts. To reflect the sensuality of the feel and designs, the meticulously-assembled shirts each have Asian-inspired female names. For example, a brown and white checked shirt is named Avani, which means earth in Sanskrit, while a pink shirt with "pop-out" white dots is named Sakura, after the Japanese cherry blossoms.

ButtonNStitch boasts that each shirt is checked by 89 pairs of hands. Sherrey shares that each area in the whole development process has its respective quality control team, from fabric selection to ironing and folding. "In addition, we have the procurement, design, marketing and operations team that make up for all of the 89 representatives involved in the shirt-making process. It is the dedication and commitment from the whole team that would bring forth these ideas to a tangible reality," Sherrey explains.

She plays a large hands-on role in her business, being personally involved in the fabric selection and patterns of every season. She also works closely with the design team to create the cut and design of the shirts.

The busy mumpreneur hasn't stopped churning new business ideas. "We are currently working on expanding the men's collection to include semi-casuals, casuals and accessories," she added. Women's shirts are also in the pipeline.

So how does she juggle both parenting and her businesses? Read her interview with Diva here.

Visit her store at www.buttonNstitch.com

natlim@sph.com.sg