Stella Matilda, a Sabahan founder of Parents Avenue Magazine since 2014 has established itself as East Malaysia’s First Parenting Magazine with the mission 'Celebrating The Joy of Parenthood With You'. Her father was a manager for an airlines and her mother was an insurance agent. Graduated Diploma in Mass Communications (PR), has been working over 7 years before setting up her own business. Parents Avenue was inspired by her first pregnancy as she reads many magazines about pregnancy and parenting. Stella became an entrepreneur by mistake for her passion to share useful information through the magazine was not to make money. Like any other business, Stella faces challenges everyday, but with the modest profits from the magazine, she is able to setup an office with a team for Parents Avenue Magazine with plans to expand the magazine to West Malaysia and Brunei by next year.