Gina Phalen, a busy mother of three boys, is on a mission to protect Arizona's youth (and adults) from the harmful rays of the sun by making sun protection convenient, fun and stylish.

Tell me about your store, Sunsational Style.

Basically we sell sun protective products. I try to sell innovative things and as a mother I just naturally sell more for women and children but I have men's stuff too. Initially I started out trying to find some kind of women's sun protective wear, which is impossible to find. Eventually I found the perfect line that I love. I try to carry high quality products that aren't sold locally in stores that make sun protection as easy and convenient as possible. You would think in Arizona there would be a lot of that kind of thing available but there just isn't.

How did you end up in the business?

Somehow I heard about sun protective wear from someone else and I looked everywhere to find some for my kids. Then I ended up getting diagnosed with skin cancer. I protect [my kids] and I don't protect myself; it's kind of hypocritical. But I don't want sunscreen all over me every time I go out to the pool, so that's when I set out to find a rash guard or some kind of sun protective top for myself. It's difficult to find sun protective wear for kids but it's almost impossible to find it for adults. I was so excited to find the women's product line that I carry. The manufacturer that created it is actually a mom in Virginia.

For the kids I was really interested in something they would like wearing. I don't just sell normal sunscreen but things that you can't find locally that make it more appealing, fun and easy to be safe, like sunscreen wipes. It's easy to not protect our skin because sunblock stinks, hurts our eyes or smells funny. I want to make it a fun and easy part of the daily routine.

So, you work from home?

Yes, we're exclusively online. Initially I looked into opening a retail outlet. I found a void in the market with a lot of demand but then I realized, "What am I thinking? A 90-hour work week? I'd rather stay home with my kids." Maybe when they're all in school I can work on making these products more available in Arizona.

I'm really surprised you don't have more competition here!

I know! Really, my focus is Arizona but the majority of my business comes from the rest of the country. And a lot of the country still isn't very educated about sun protection.

We know about the sun here and skin cancer but not much gets done about protecting kids or adults. That's another reason why it's important to educate kids about sun protection. School starts in July here in Chandler and the kids are outside for recess 40 to 50 minuts a day in extreme extreme heat with no hats or sunglasses. In places like Australia the kids are required to wear sunglasses and hats outside [during school hours].

The SunWise program [a statewide skin cancer prevention program] is part of the curriculum but it just isn't getting the attention that it deserves.

I'm up in arms every July about the kids being out there so long in the sun. You can see dehydration immediately so they make sure [the kids] drink water. They would get in trouble if they didn't. Skin cancer doesn't show up for more than 20 years down the road.

I've been told that my child can go to the principal's office during recess if I want. It's basically parents' responsibility to sunblock their kids before school and send a hat.

My friend worked with her school to start doing a "cool room" next year and Kyrene raised money for a sun protective playground so we're gaining ground but we still have a long way to go.

What is your biggest challenge as a mom/business owner?

I pretty much have to be available to my customers all of the time. I'll be in the bathroom at Jeepers writing down orders on a trashcan. Finding a quiet place at Jeepers is really hard. As far as my customers know, I'm in an office. Being the sole employee right now can be a little hard Sometime I just have to let the phone go to voice mail and call back at a time that's more convenient for me."

Do your kids get involved with the business?

They come to the post office with me almost on a daily basis in the summer. They wear all of the clothes, hats and sunglasses and try to sell their friends. They love to be in magazines or newspapers. They had their picture taken for Raising Arizona Kids once with a couple of friends by the pool. They like to get their pictures taken when we're on vacation or something because they never know if I'll put it on the website or something so they'll pose for me.

And they're very up on their sun protection education.They are aware that I had skin cancer and my sister had a friend just pass away from melanoma so they know that it's important. They know that it's part of being outside; being responsible and taking care of themselves. They know that I teach people about something and they think that's kind of cool.

What have you learned along the way that you would pass on to other aspiring mom business owners?

I think online businesses are a great way to stay home and provide a service or item. Try to find a market niche that you think isn't being addressed right now; where there is need and not a lot out there to fill it.

Be different. Think, why would a customer come to you and not someone else? There is such a void in the market for what I am selling that I have no problem getting invited to events and there aren't 20 other reps selling the same thing. It might take a while but make yourself stand out and be different. You can get a lot of free advertising when you've got something different or important that stands out. You'll have articles published about you. I don't spend any money, really, on advertising.

In online business the most important place to spend money is to optimize for search engines. That's one of the biggest things for me.

If you know of a Valley mompreneur we should feature, write to brittney@raisingarizonakids.com.