why bornbaby? a conversation with our founders
Kelly Musselwhite, Co-Founder of bornbaby
Kelly was raised in Marietta, Georgia and shares deep roots—and a lifelong friendship—with Lauren. After earning her degree from UGA’s Terry College of Business, she spent 15 years in the corporate world in many functions across technology, marketing, sales, and operations. Her roles evolved from managing product and development teams, to expanding companies abroad, to running global business units at a major industrial company.
In 2018, after welcoming her first son James, Kelly struggled to find children’s clothing that reflected her love for modern, high-quality designs. This challenge sparked an idea, and a conversation with Lauren soon became the foundation for bornbaby. Kelly’s expertise in strategy + operations and her eye for timeless design are at the heart of bornbaby’s mission to offer thoughtfully-curated, beautiful baby + children's products to families.
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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.
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A Q+A with our Founders, Lauren Baynes + Kelly Musselwhite
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. Until then, our inventory was stored in my basement. Lauren and our shop manager, 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. 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. It wasn’t easy, 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 balance. We trust each other completely. When one of us needs to step away for family, 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.
Lauren: I didn’t realize how valuable our friendship would be 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.
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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.
