Meet our Founder of the Month: Bond & Bloom’s Amina El Gamal

💡OUR FOUNDER OF THE MONTH — Every month, Founder of the Month looks at how a successful member of Egypt’s business or startup community got their big break, asks about their experiences running a company, and gets their advice for budding entrepreneurs. Speaking to us this week is Amina El Gamal (LinkedIn), founder and CEO of Bond & Bloom.

My name is Amina El Gamal, and I’m the founder of Bond & Bloom, a mission-driven baby brand built to create confident first-time parents. We offer research-backed play kits and a parenting app that gives parents what they actually need in one place: developmental milestone tracking, health tracking, and reliable information that replaces endless googling and confusion.

I double majored in business and integrated marketing communications at the American University in Cairo (AUC), with a minor in psychology, and graduated in 2015. Later, I completed my Master’s in Education at Harvard in 2022 — I was honored to be the only non-US candidate to receive the Zaentz Early Childhood fellowship. My education has definitely had an impact on my career, opening several doors.

I started my career at Nestlé in CSR, then moved into brand management and corporate communications. When Covid hit, I felt I needed to go back and think about what I really want to do. Back then at Nestlé, I was doing brand management — I was the brand manager for Cerelac. I felt that I wanted to do something impactful, and that’s what eventually became Net3allem.

When I applied to Harvard, it felt like it made sense, because I was missing the technical piece — the education. That's why I specifically applied for an Early Childhood Education Master's. When I was at Harvard, I got a very big grant. I earned the Social Impact Innovation Fund right after graduation, and it helped me scale. Now, at Net3allem — which started with a preschool serving families in one of the largest underserved communities in 2013 — we're running eight preschools and serving over 1k students. Bond & Bloom was built to sustain this mission.

I launched Bond & Bloom because I wanted to create impact at multiple levels: through direct impact via Net3allem in underserved communities, mass impact through an app that supports parents everywhere with milestones and medical tracking, and deep impact through play kits that guide bonding and development during the most important window of life. I truly believe the first years are the foundation for future learning, confidence, and long-term success. There is a strong economic case for this as well: a UN report suggests that every USD 1 invested in early childhood development can return about USD 7 to society.

Research shows that 60-70% of the brain grows in the first year, meaning many neural connections are formed during that time. Ironically enough, if you don't do the work as a parent to build these neural connections, they just die off. This is where Bond & Bloom comes in.

When it came to entering the market, we started talking to parents — particularly first-timers. The insights were clear: the market had ad hoc toys but not enough research-backed guidance or a comprehensive support system. So we built an ecosystem: a kit that tells you what to do, an expert guide written by doctors at Rofayda, and an app that helps you track and understand your baby’s development and health.

Most brands sell toys, but Bond & Bloom sells confidence. We are different because we combine quality, stage-based developmental play kits that are truly on time for a baby’s age with a comprehensive parenting app. This app includes developmental milestone tracking, vaccine and growth tracking, and trusted information so that parents are never left guessing. Furthermore, 100% of the returns from Bond & Bloom go directly toward our nonprofit project, Net3allem.

Our kits also include guides which tell you month by month what you will be observing and what you need to take care of while interacting with your baby. It covers the four domains of development: cognitive, emotional, language, and social-emotional. These domains are basically how you track the baby's growth. Usually, doctors here in Egypt focus only on the physical aspects, and they miss out on the rest. We're here to fill in this gap.

We face several challenges, primarily within our supply chain, as we insist on baby-grade materials and rigorous safety standards. However, this commitment is exactly what makes us stand out in the market.

We are grateful to have partnered with a world-class factory that produces the best play kits globally for very prominent brands, allowing us to offer the premium quality our children deserve. This partnership does come with a downside: the lengthy research and development process and busy manufacturing schedules result in a slower expansion for our business.

Motherhood is frequently accompanied by endless advice and judgment over the smallest details, much of which is simply inaccurate. One specific developmental misconception we struggle with is the idea that kids do not need anything until preschool. I strongly disagree with this notion, as children require developmental support from day one, and the early years are when it matters most.

There are three common mishaps I would specifically like to address regarding early childhood development. First, parents often buy items based on trends, such as walkers and plastic toys, instead of considering the baby’s specific developmental stage. Second, while stimulating toys are entertaining, they ultimately cause a baby to lose focus over time and hinder their ability to grasp information. Finally, many people wait too long to support development because they incorrectly assume that it is too early to begin.

I first knew we were successful when we started receiving messages from customers saying how shockingly on point the play kits are. It is incredibly validating when they tell us their child feels more engaged or even ahead because of Bond & Bloom’s influence or the support they received from the app — someone even called it a school for first-time parents. Honestly, the strongest signal of our success is repeat purchases, as parents come back because they truly trust the system.

The most rewarding aspect of this work is seeing parents talk about how Bond & Bloom has impacted their parenting journey. When a mom says, “I feel like I finally know what I’m doing,” that truly means everything to me. Conversely, the hardest part of the business has been hiring. It is difficult to find the right caliber of people who match my own passion and work ethic to help build the brand and execute our expansion plans.

When it comes to work-life balance, I have realized there is no such thing. Since I gave birth last year, my priorities have shifted. I try to be more present with my baby while still managing both Bond & Bloom and Net3allem. I won't lie — it’s not perfect; some days I succeed and others I fail. I have definitely learned to be more productive at work and build a routine whenever possible, but I wouldn't call it balance. It certainly is not a 9-to-5 anymore; it is more about working around my baby’s schedule, and yes, the mom guilt is very real.

If I weren't the brain behind this business, I would probably have a job that involves traveling. I love going to different countries, meeting new people, and exploring new foods and cultures while volunteering for and consulting on international impact initiatives.

My advice to my younger self would be: Don’t be afraid to take risks. Don’t wait for perfection; you have to start somewhere. Don’t self-eliminate — I once did that when I hesitated to apply to Harvard. Most importantly, if you are not learning, then change jobs.

For up-and-coming entrepreneurs, I have four key pieces of advice. First, solve a real problem, not just a trendy AI one. Stay close to your customers, test fast, and build trust before you scale. Remember that while a product is great, building a brand that provides real value is what builds equity. Second, starting is easy, but consistency is hard, so you must learn to be patient. Third, bootstrap your business and only raise capital when it is absolutely necessary. Finally, seek advice from people within the ecosystem who are further ahead than you.