why bornbaby? a conversation with our founders

Lauren Baynes, Co-Founder of bornbaby

Also a Marietta, Georgia native and a UGA’s Terry College of Business grad, Lauren spent her 15-year corporate career as a sales and marketing executive in the television and media industry.  12 of those years were spent in New York where her passion for creativity and love for design + style grew.  

Upon moving back to Atlanta, GA, where she had her son Jake in 2018, Lauren also struggled to find children’s clothing in a modern, neutral + minimal style locally that she had come to love in NY.  Upon discussing their similar challenges and evaluating the market, Kelly + Lauren felt passionate that a space for modern childrenswear needed to exist.  Lauren’s expertise in sales + marketing paired with her creative vision drives bornbaby's mission to offer thoughtfully-curated, beautiful baby + children's pieces to families.

A Q + A with our Founders, Lauren Baynes + Kelly Musselwhite

Founders Kelly and Lauren have built something truly special here at bornbaby—a shop that feels like home, a brand that speaks to both practicality and beauty, and a community driven by friendly staff + personal connections. In this Q+A, Kelly and Lauren share the heart behind bornbaby, their journey so far, and their vision for the future.

What inspired you to launch bornbaby?

Lauren: It started when my first child, Jake, was three months old. I was consulting for a company and considering a new role that required frequent travel. As a new mom, a demanding corporate role no longer felt right for me. Then one day, Kelly came over with this idea. She asked, “Where are you buying clothes for Jake?” We realized we were both piecing together items online because Atlanta didn’t have a store that matched our style—modern, neutral, and thoughtfully-curated.  

Kelly: That conversation sparked something. We weren’t sure where it would lead, but we agreed there was a gap in the market. We shared a love for working hard, a similar aesthetic, and a passion for making it easier for other families to find the products we were searching for.  

What were your first steps?  

Kelly: We gave ourselves three months to research if this idea could work.  We looked into forecasting models, market trends, supply chains, sourcing, and even potential spaces. It was all about seeing if this idea had legs.  

Lauren: It was also a chance to test how well we could work together. The answer could have been “no,” but even then, it would have been a meaningful experience.  

Kelly: By the end of those three months, we had a clearer picture. We refined our business plan, sought feedback from trusted people, and adjusted as needed. There was no way to eliminate all the risk, but we felt confident enough to move forward.  

What were the biggest milestones in building bornbaby?

Lauren: The research phase ended in December 2018, and by January 2019, bornbaby was officially founded. We started building the website, sourcing products, and preparing for trade shows.  

Kelly: In July 2019, we signed the lease for our store space. The building had to be completely gutted to restore it and bring our vision to life. Until it was ready, our inventory was stored in my basement. Lauren and our first team member, Belle, would come over, and we’d pack up orders ourselves.  

Lauren: When it was time to move everything to the store, our friends pitched in to help. I can remember all our girlfriends (many as far back as middle and high school) packing up boxes from Kelly’s house, carrying them to their car and helping us drive them to our brand new store. It was such a special moment.  

Kelly: We launched the website in November 2019, and our store officially opened in March 2020—just before the world changed with the pandemic. That definitely wasn’t part of the plan, but we adapted and kept going.  

How did you balance starting a business with family life?

Lauren: We knew from the beginning that this needed to be a passion project, not just a business. I started working full-time on bornbaby first, while Kelly supported in the evenings after working in her other corporate role full-time by day.  

Kelly: Eventually, I realized how much I wanted to fully commit to bornbaby, too, so I left my full-time job. I’ll never forget the moment I called Lauren to tell her—I was so ready to take that leap. 

Lauren: I was thrilled! It felt like everything clicked when Kelly came on full-time.  

Kelly: Our partnership made it possible to find the balance we were both hoping for. We trust each other completely. When one of us needs to make time for family or travel, the other steps up. That support has been invaluable. 

What’s the most rewarding part of your partnership? 

Kelly: Trust. We’re not just co-founders; we’re friends. Knowing I can step away when needed and have Lauren cover me is a huge relief.  As a business owner, you are never really “away” from the company, but it does create the ability to “turn off” for a little time when needed. 

Lauren: I didn’t realize how impactful our friendship would be to the company until we were working together. We share the weight of the hard conversations, celebrate the wins together, and balance each other’s strengths.  

Kelly: At the heart of it, bornbaby is built on shared passion and purpose. That’s what keeps us going.  

Lauren: And that’s what makes this journey so fulfilling. We’re not just building a business—we’re creating something meaningful for our families and the families we serve.  

What makes bornbaby unique?

Lauren: When Kelly and I started the business, we knew there was a gap in the market for modern, minimalist baby + children’s clothing, so our style and brand has been unique since the beginning.  We thoughtfully select every piece we carry, ensuring each meets our standards for quality, style, functionality, and price-point.  We’re a specialty baby store but try to be approachable to everyone.  Families can find upscale clothing for photoshoots while also selecting a $50 gift for anyone. 

Kelly: To me, it’s about three things: our amazing staff, offering perfectly curated gifts, and staying true to our roots. We’ve worked hard to find brands and pieces that weren’t easily available in Atlanta and hand-pick items from all over the world that fit our aesthetic. It’s all about creating a clean, functional, and unique style.

How do you balance style with practicality when curating items for the store?

Lauren: It’s a blend of beauty + function. We’re mindful of curating our collection at different price points—whether it’s a big, extravagant present or something small and sweet, we want it to be meaningful. 

Kelly: It’s also about making sure the pieces fit into everyday life while maintaining a timeless style. We want our customers to feel confident choosing anything from bornbaby because they know it will be beautiful, functional, and loved.  

Lauren: It’s the greatest compliment when a customer tells their friends, “it doesn’t matter what you pick, I’ll love anything from bornbaby.”

What do you love most about running bornbaby? What has surprised you?

Kelly: I love the flexibility of running a small business. Decisions happen quickly—you can try something, and if it doesn’t work, pivot immediately. It’s been incredibly fulfilling to build something where the day-to-day work brings me joy.

What’s surprised me most is the connection we’ve built with our customers. Being part of their life milestones—packing a gender-reveal gift, styling their kids for family photos—it’s something I never expected but deeply treasure.

Lauren: For me, it’s been the relationships. I didn’t realize how rewarding it would feel to lead a close-knit team and watch them grow. Our staff feels like family, and seeing their development has been one of the most rewarding parts of this journey.

I’m also continually surprised by how personal this business has become. We’ve gotten to know customers as they grow their families, and they trust us with these special, life-changing moments. There’s something so magical about being part of those memories.

What has surprised you most about becoming entrepreneurs in Atlanta?

Kelly: It’s the connection to the community. Seeing families in our clothing, running into customers at baseball games, parks, restaurants, many of whom have become friends—it’s an amazing feeling.

Lauren: Watching families grow has been incredible. We’ve met customers before they had kids, and now we’re curating gifts for their third baby. The trust they place in us is something truly special that we don’t take for granted.

Looking ahead, where do you see bornbaby in the next five years?

Lauren: The first few years were all about survival, especially with the challenges of the pandemic. Once we got through that, we focused on refining our model. Now, we’re in scale mode. The move to Shops Around Lenox is such an exciting step—putting us in front of more people and opening the door to new opportunities.  We dream of expanding into other cities while keeping the heart of what makes bornbaby special intact.

Kelly: This move is step one in bringing our Atlanta-based brand to a bigger audience. But our biggest challenge will be staying true to our small-business roots. We’re a company that loves its customers and staff like family, but we also aim to operate with the polish of a big company. Balancing those two will be our focus as we grow.

 ------------------

To collaborate with Kelly + Lauren and learn more about the beautiful, welcoming spaces they've created, stop by our Atlanta shop located in Buckhead or email us at hello@shopbornbaby.com