When motherhood meets marketing, the most important audience is watching

There’s nothing more powerful than a brand built with purpose, and no audience more discerning than the one at home.

This Mother’s Day, we’re celebrating 6 remarkable women who are growing beloved brands and raising families. These are founders and leaders who show up in both boardrooms and bedtime routines, and who understand that the way you lead a team, design a product, or craft a campaign is deeply shaped by the experience of motherhood.

Their stories are a reminder that the most impactful brands are often born from real-life needs, deep empathy, and unapologetic ambition. These women aren’t just creating products. They’re building movements, rewriting norms, and modeling what it looks like to lead with both strength and softness.

At Klaviyo, we’re proud to power the behind-the-scenes engine that helps them do it all—from automating emails to segmenting customers to showing up at scale with the same care they show at home. Because when mothers lead, brands don’t just grow. They create lasting experiences and legacies.

Stephanie Hall, founder & CEO, Estelle Colored Glass

Estelle Colored Glass is a luxury collection of hand-blown, jewel-toned glassware inspired by founder Stephanie Hall’s grandmother, affectionately known as “Big Mama.” 

Crafted by artisans in Poland, each piece is designed to be both timeless and modern with an heirloom quality meant for everyday beauty. What began as a tribute to family traditions and Sunday desserts has grown into a brand that turns tablescapes into treasured memories. 

With every cake stand and coupe, Estelle Colored Glass honors the past while brightening the present.

What’s one moment that made you feel proud of both your business and your role as a mother at the same time?

We opened a flagship this February in Charleston, South Carolina, and I had my two teenagers join me as special guests at the all-female industry dinner. They got to interact with other brand founders, influencers, and creatives. It was a surreal moment for me. It was so special, and one I know will be part of their treasured memories.

How has being a mom influenced the way you build your brand or connect with your customers?

Being a mom has made me an even more keen listener and put me in problem-solving mode around the clock. I show up as my authentic self in all spaces and do my best to navigate the different areas of life using the knowledge I’ve gained from my experiences.

What’s one tool, routine, or mindset shift that helps you manage the daily juggle of business and motherhood?

I follow a game-changing four-step process from a time management brand called Best Today, which helps me determine what to focus on — and what to say no to. As a mom of four, having a strategy for time management has been key to maintaining a healthy balance.

Melanie Travis, founder & CEO, Andie Swim

Andie Swim was created to make swimsuit shopping simple, supportive, and stress-free. Designed for real life and real bodies, Andie’s suits are wear-tested by thousands of women to ensure they deliver comfort, confidence, and a flawless fit––no adjusting required. 

Built on values of quality, support, and peace of mind, the brand empowers women to spend less time worrying about their swimsuit and more time enjoying the moment. Whether you’re poolside, oceanside, or chasing kids in the backyard, Andie is made to move with you.

What’s one moment that made you feel proud of both your business and your role as a mother at the same time?

Not long ago we had a “take your kid to work” day at Andie. I brought my 2.5-year-old and my 6-month-old to the office. My toddler sat at the conference table coloring, pretended to send emails from my desk, and just hung out while I worked. It hit me. I built this place, and now she’s running around in it like it’s totally normal. That felt really special.

How has being a mom influenced the way you build your brand or connect with your customers?

It’s brought more empathy and flexibility into how I lead. As a swimwear company, we speak to women in all chapters of life, and now I understand firsthand the need for comfort and confidence. Whether it’s a suit that moves with you as you chase kids around, or simply feeling good in your body during a new season, motherhood has made me more attuned to our customers’ real lives.

What’s one tool, routine, or mindset shift that helps you manage the daily juggle of business and motherhood?

I’ve learned to embrace imperfection and get good at prioritizing. I don’t aim for balance. I aim for presence. When I’m at work, I’m focused. When I’m with my kids, I’m all in. Also, Google Calendar. If it’s not on there, it’s probably not happening!

Natalie Holloway, co-founder, Bala

Bala is on a mission to bring joy, creativity, and great design back to movement. Founded in 2018 by Natalie and Max Holloway, Bala creates beautifully designed, functional fitness accessories that make it easier, and more fun, to stay active, wherever you are. 

Tired of the hyper-serious, exclusionary fitness industry, they set out to build a brand that embraces play, self-expression, and inclusivity. With Bala, working out feels less like a chore and more like something you actually want to do.

What’s one moment that made you feel proud of both your business and your role as a mother at the same time?

Launching Bala Mama––our love letter to all the mamas out there––was a moment I’ll never forget. I got to model for the campaign with my 2-year-old daughter. It was the best day: working and playing with her, all at once. I love when I can bring my kids into what I do.

How has being a mom influenced the way you build your brand or connect with your customers?

It’s made everything more personal. I am our Bala customer. I know what it feels like to crave both strength and softness, structure and ease. Motherhood deepened my empathy and made our mission feel even more human. I think that shows up in our voice. We speak to our community with more care, realness, and grace.

What’s one tool, routine, or mindset shift that helps you manage the daily juggle of business and motherhood?

Time is a precious resource, and I’ve gotten better at protecting it. I limit meetings, try not to overcommit, and build a lot of space into my schedule. I work around my kids’ nap schedules when I can, so I can be fully present. It’s never perfect, but I do my best to create space for both roles.

Loren Castle, founder & CEO, Sweet Loren’s

Sweet Loren’s was born from a deeply personal mission: after surviving cancer in her twenties, Loren Castle set out to clean up her diet, and the cookie aisle. What started in a tiny NYC apartment with hand-mixed batches and local farmers markets has grown into a nationally distributed brand making safe, delicious, allergen-friendly treats for families everywhere. 

Today, Sweet Loren’s stands for joy, accessibility, and clean ingredients—proof that convenience and quality don’t have to be at odds.

What’s one moment that made you feel proud of both your business and your role as a mother at the same time?

There have been countless moments where I’ve felt incredibly proud of both the business I’ve built and my role as a mother. One that stands out is the decision to hire our current President, Doug. I made that choice as I was preparing for my second child. I’d barely taken maternity leave with my first, and I knew I wanted things to be different the second time around—for me, for my family, and for my team. Bringing Doug on board allowed me to focus on growth and balance. It was hands down the best decision I’ve made to scale Sweet Loren’s while also protecting my energy and time as a mom.

How has being a mom influenced the way you build your brand or connect with your customers?

Being a mom has made my connection to Sweet Loren’s so much more personal. I’ve always cared about clean eating, but now I see the impact firsthand with my own kids, and with other moms who are trying to feed their families well. It’s also deepened my sense of responsibility: to create products that are not just safe and delicious, but also make life a little easier. I’ve embraced motherhood as a leadership strength; it’s my “mama bear” energy. I’m nurturing both my business and my family with the same care, passion, and vision for the future.

What’s one tool, routine, or mindset shift that helps you manage the daily juggle of business and motherhood?

Motherhood has made me incredibly good at compartmentalizing. I’ve become laser focused on how I spend my time because there’s no extra time to waste. I’m constantly switching between roles: mom, CEO, wife. Prioritization and delegation are everything. I’ve also gotten really clear on what’s worth saying “yes” to, and what I can confidently let go. If it takes me away from dinner with my kids or requires more travel than I’m willing to do, it has to be truly worth it.

Allyson Felix, co-founder & President, Saysh

Allyson Felix is the most decorated track & field athlete in history, and the founder of a movement that champions women, on and off the track. After facing discrimination from her former sponsor during her pregnancy, Allyson took a stand for herself and for all women athletes. 

She launched Saysh, a footwear brand designed for women’s unique needs. Saysh isn’t just a product—it’s a promise to put women first. 

Through her advocacy, her entrepreneurship, and her example, Allyson is reshaping what power looks like in sports, in business, and in motherhood.

What’s one moment that made you feel proud of both your business and your role as a mother at the same time?

One moment that really stands out was walking into the stadium at the Tokyo Olympics, knowing my daughter Cammy was watching from home, and doing it in my own spikes, designed by my company, Saysh. That moment was about more than just performance; it was proof that motherhood didn’t limit my purpose, it expanded it. I was standing in my power, not just as an athlete, but as a founder—and most importantly, as a mother. Knowing I created something that challenged industry norms and showed my daughter what resilience looks like. That’s something I’ll always carry with pride.

How has being a mom influenced the way you build your brand or connect with your customers?

Motherhood changed everything in the best way. It gave me a new lens on empathy, time, and what truly matters. When we built Saysh, it wasn’t just about creating performance products. It was about designing for women, by women, with an understanding of how our bodies, lives, and priorities shift. That perspective comes directly from becoming a mother. I connect with our community not just through ambition, but through shared experiences of trying to balance dreams with nap schedules and deadlines with diaper changes. That vulnerability has been a bridge to real connection with our customers.

What’s one tool, routine, or mindset shift that helps you manage the daily juggle of business and motherhood?

For me, it’s all about giving myself permission to let go of perfection. That mindset shift has been powerful. I used to approach everything with the mentality of a sprinter—fast, efficient, effective. But motherhood taught me that strength also looks like grace and flexibility. Some days I crush a board meeting. Other days, I just make sure my kid feels seen and loved, and that’s enough. I’ve learned to measure success differently. I also lean heavily on my team at home and at work. I don’t do it alone, and that’s not weakness, that’s strategy.

Julie Kelly, President, North America, Lansinoh

At Lansinoh, supporting moms isn’t a marketing strategy; it’s a mission rooted in lived experience. Founded by a mother who faced her own breastfeeding challenges, Lansinoh has always stood with moms through the joy, doubt, and exhaustion that early parenthood brings. 

Under the leadership of Julie Kelly, the brand continues to honor that commitment: offering care, connection, and science-backed support to help families—and mothers—thrive. Because at Lansinoh, when mothers thrive, we all do.

What’s one moment that made you feel proud of both your business and your role as a mother at the same time?

Some of the moments I’m most proud of are the ones where I’ve managed to be present in both my work and my role as a mom. Whether I’m leading through a challenge at the office or navigating the rhythm of family life, I try to bring the same clarity, care, and intention to both. Some days are hard—really hard—but even in the chaos, I’m reminded of how much these roles mean to me. I’m proud of the example I’m setting and the purpose that drives me forward.

How has being a mom influenced the way you build your brand or connect with your customers?

Motherhood has been the most joyful and transformative experience of my life. It’s taught me to slow down, to listen with more compassion, and to lead with intention. I see our customers not just as consumers, but as people navigating some of life’s most tender and powerful moments. That perspective shapes everything about how I show up in this role.

What’s one tool, routine, or mindset shift that helps you manage the daily juggle of business and motherhood?

I’ve learned to embrace flexibility, not just as a time-management skill, but as a leadership strength. Whether I’m navigating a tight deadline or a toddler meltdown, I remind myself that both roles are deeply meaningful, and I don’t have to be perfect to be present. That mindset helps me move through the day with clarity, joy, and a whole lot of gratitude.

Showing up, every day

These founders and leaders share one powerful throughline: they’re building in full view. They’re not separating work from life. They’re showing their kids what it looks like to lead, to dream, to persevere.

They’ve traded in the myth of balance for something more grounded: presence, purpose, and prioritization. And in doing so, they’re not just shaping their brands, they’re shaping the next generation of builders.

At Klaviyo, we’re proud to play a quiet role in their story, helping automate what can be automated, so they have more time for what can’t be.

This Mother’s Day, we honor the quiet strength, bold decisions, and honest conversations that define what it means to be both a founder and a mom. These brands are built by women who show up fully––in the boardroom, in the school pickup line, and everywhere in between.