Mom Crush: Caroline Borders
At Baybala, we’re continuously inspired by entrepreneurial mothers in creative fields who balance their passion for their craft with the demands of motherhood. It’s a challenging yet rewarding journey, and we believe there’s so much we can learn from each other. In this series, we introduce you to women we admire, sharing their stories, insights, and the wisdom they’ve gained along the way.
This time, we’re spotlighting Caroline Borders. Caroline is a Southern tastemaker with a keen eye for all things classic. Based in Birmingham, Alabama, she specializes in curating and styling content that beautifully blends interiors, tabletop, and lifestyle. Caroline’s work is a testament to her love for timeless design, and we’re excited to dive into her world and learn how she manages it all. Read on to discover Caroline’s unique perspective and creative process.
You have a remarkable talent for curating classic and timeless designs. How did you carve out your niche in the world of interior and tabletop styling? What sets your approach apart from others?
Thank you for your kind words! My background in graphic and interior design definitely influences how I create content for both myself and businesses. I guess you could say my “secret sauce” to crafting visually compelling and impactful content lies in understanding your audience and layering elements thoughtfully. Know what you're marketing and who you're targeting. What resonates with them? When I'm styling a product in a popular niche, I try to find a fresh perspective and consider incorporating complementary brands for cross-promotion. For example, when working with a Julia Amory linen, I like to layer different pieces to make the linen stand out as the star while seamlessly blending it with both high-end and everyday items. This approach allows it to appeal to a wider range of markets.
Knowing your audience is key to creating content that resonates. How do you ensure that your designs and styling speak to your clients’ tastes and needs? What trends or themes do you see consistently appealing to them?
Building brand awareness is crucial for connecting with your audience. Typography and the effective use of space are powerful tools for communicating tone and identity. Whether for personal or business purposes, your visual style should be immediately recognizable. Maintain a consistent color palette, use the same fonts, and feature your logo regularly. A steady stream of content helps establish relevance and familiarity, but always prioritize quality over quantity. Remember, your audience craves visual appeal, even in what might feel mundane to you. Consider the flow of fonts and images, mix sans serif with serif styles, overlay text, and incorporate dynamic elements to keep things visually engaging and fresh.
The journey of a creative entrepreneur is filled with ups and downs. What’s the biggest lesson you’ve learned in your career so far, and how has it shaped the way you approach your work today?
How long do I have to answer this one? I'm always learning and growing, and I see “mistakes” as valuable lessons rather than failures. If you had asked me this at 23, I might have labeled my professional missteps as failures. However, with time, I’ve learned to see the blessings in those mistakes or the closed doors. It’s all about how you navigate the challenges and setbacks that determine your growth. And remember, trust your gut—your intuition is a guide that never steers you wrong. Don’t force it, what is meant to be will be.
In an industry that’s constantly evolving, staying inspired is crucial. What drives your creativity? Are there specific practices or activities that help you stay connected to your creative side?
To be honest, I initially believed that becoming a mother would stifle my creativity and drive, but it turned out to be the complete opposite. Now I realize how untrue that belief was. Motherhood has sparked an incredible surge of creativity and motivation within me—so much so that I often feel like I don't have enough time or hands to bring them all to life. My daughter and this season of life have profoundly influenced my creative process. On the other hand, traveling or experiencing the atmosphere of a new restaurant always fuels my inspiration. Connecting with friends in creative fields and witnessing their success also keeps me creatively engaged and motivated.
As a mom and a creative professional, how do you juggle the demands of motherhood with your work? Do you have any strategies for managing the inevitable ebb and flow of priorities?
This past January, I heard Paloma Contras speak on this topic, and she said that balance is a fallacy—I couldn't agree more. We're all just doing our best to navigate the constant ebb and flow. It’s definitely not easy, but it does make you more aware of how precious your time is—both when you're with your kids and when you're not. I don’t have a perfect answer or strategy, but what I've learned in these 19 months is that it’s absolutely okay to ask for help. I couldn’t manage everything without a strong support system. Being a one-person show with a busy toddler is challenging, but it's so worth it. My husband, our family, and friends make it all possible.
What’s on the horizon for you? Whether in your personal life or professional endeavors, what are you most excited about for the fall?
It's hard to believe fall is already here—this year has flown by! On a personal note, we're moving out of our first family home and into a new one, which feels both exciting and bittersweet. I'm eager to turn this new house into our home and dive into some projects since we plan to settle in for a while. It's always a joy to indulge my passion for interiors and textiles, especially when it's for myself!
Professionally, I’m approaching one year of working for myself, which feels like a big achievement. I truly love my clients and what I do, and I hope that shows in my work. I feel like I’ve found my place and am loving this niche. Looking ahead, I’d love to collaborate with product based brands I admire, offering style direction whether it be in interior textiles, children's and women's wear or lifestyle. I find so much fulfillment in collaborating and bringing ideas to life, while also appreciating the expertise of brands who have perfected their craft.
Social media can be both a blessing and a challenge for creatives. How do you navigate platforms like Instagram and Pinterest? How do you keep your content fresh and authentic?
A question I often get is how to navigate the algorithm. Honestly? No one really knows. There's no clear formula anymore; just when you think you've cracked it, things shift again. My approach, which might seem unconventional, is to focus on what feels right for YOU and YOUR brand. Share what excites you and brings you joy—your passion will shine through, attracting a genuine audience that will follow and convert to sales.
Many clients feel frustrated that their conversion rates aren't as high as they were in 2020, but it's important to remember that behaviors shift and the economy fluctuates. However, social media still plays a crucial role in driving traffic to your website or email newsletter. While your social media metrics may look different from a few years ago, it remains a powerful tool for building brand awareness and engaging your audience. Lately, I’ve been leaning more into email marketing for some clients because it provides clear, measurable results—you can track every conversion directly from your emails, which is incredibly valuable. E-mail isn’t going anywhere so capture those e-mails through your social media platform and website now– it is essentially currency to your business.
Could you share why you love the Baybala styles you’ve chosen? How do they fit into your day-to-day life or special moments?
What I love about Baybala pieces is how effortlessly they transition from morning carpool to a client meeting and then to happy hour with friends. I picked the Jillian Dress because it’s the perfect versatile piece. Living in Alabama means dealing with hot weather, a brief hint of fall, and then colder days. This dress works well with a hat and flats for warm, sunny days, layers nicely with a chunky knit and flats for cooler evenings, and pairs beautifully with suede boots as the temperatures drop in late fall.
