We recently connected with Bailey Warren Mayer and have shared our conversation below.

Alright, Bailey thanks for taking the time to share your stories and insights with us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

When we first launched our business in February 2022 our initial strategy was to operate exclusively online. We quickly realized that while a digital presence was important, it wasn’t sufficient to build the visibility and customer base we needed. We started participating in monthly pop-up events, regardless of the weather, even if it was in the freezing cold or the extreme heat. These events were both physically and mentally demanding, but they were crucial in helping us connect with customers directly, build relationships, and gather valuable feedback.

As our customer base grew, it became clear that we needed a more permanent retail presence. That’s when we discovered Painted Tree Boutiques. We opened our first location in Cary, North Carolina in February 2023 which provided us with a stable physical space and increased exposure. Seeing the positive results, we expanded to a second Painted Tree location in Raleigh, North Carolina in October 2023. This expansion was driven by rising demand, strategic location choice and our growing operational confidence.

With success at Painted Tree locations, we decided to further expand our footprint by opening stores at Painted Tree Boutiques in Glen Allen, Virginia and at Blue Moon Gift Shops in Wilmington, North Carolina. Today we have a successful online boutique plus we are at four physical locations where our customers can shop us in person everyday.

Overall, our journey from an online only business to a multi-location presence involved a mix of hard work, strategic decision making and adaptability. Each step, whether it was managing pop-ups or expanding into new markets, taught us valuable lessons and helped us build a strong recognizable business.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hello my name is Bailey Warren Mayer and I’m co-founder and co-owner with my mother, Lynn Warren, of Cottage Baby Boutique based in Raleigh, North Carolina. The journey into the world of children’s clothing and baby products is deeply personal and driven by our passion for ensuring the best for little ones. Our story began with a shared concern for the health and well-being of babies inspired by my own experiences.

Having worked as a professional nanny for multiple children, I witnessed firsthand the negative effects that harsh chemicals and non-organic fabrics could have on young, sensitive skin. From rashes to eczema, these issues made it clear that there was a pressing need for clothing that was not only gentle but also free from potentially harmful substances. This realization sparked the idea to create a boutique dedicated to providing soft, hypoallergenic, and eco-friendly clothing and accessories for babies and toddlers.

At our boutique, we specialize in a carefully curated selection of products that cater to the needs of newborns to age 4. Our collection includes clothing, baby gifts, accessories and sustainable toys. Our clothing is made from premium fabrics such as GOTS Organic Cotton, Muslin, Hypoallergenic Pima Cotton, Modal and Bamboo. We pride ourselves on selecting items that are not only well made but also designed to be passed down from child to child while maintaining their beauty year after year.

What sets us apart is our unwavering dedication to both quality and responsibility. We understand that babies’ skin is incredibly delicate, and we’ve made it our mission to provide products that minimize any risk of irritation or allergic reactions. Our focus on organic and hypoallergenic materials means that our customers can trust our products to be gentle and safe for their little ones. Moreover, our commitment to ethical production ensures that every piece we offer is made with care for both people and the planet.

We’re particularly proud of our thoughtful curation of our product lines which reflect our deep understanding of what parents need and want for their children. Our boutique isn’t just about selling clothing; it’s about creating a sanctuary of safe, beautiful and sustainable choices for families. We are thrilled to know that our products can help alleviate the discomfort that comes with less gentle alternatives while still being fashionable and contributing to a larger movement towards more eco-friendly and ethical consumption.

For potential shoppers and followers, we want you to know that our boutique is more than just a store. It’s an extension of our own values and our dedication to the well-being of your children. We’ve poured our heart and soul into selecting the best products and ensuring that every item meets the highest standards of quality and sustainability. When you choose our boutique you’re choosing a brand that cares deeply about the health of your child and the health of our planet.

We’d love to hear the story of how you built up your social media audience?

When we first started our business I was completely new to social media and honestly had no idea where to begin. It was quite overwhelming at first trying to understand how platforms like Instagram worked and how they could benefit our business. One of the first things I learned was how crucial it is to stay consistent with posting. I found out that if you miss days it can significantly affect your reach and ability to attract new followers.

As I started to get more familiar with Instagram I realized that creating engaging content was key. I began experimenting with different types of posts including Instagram Reels. I quickly discovered that reels, in particular, could be incredibly effective at capturing attention and boosting our visibility. I focused on making our content visually appealing and tailored to what our audience wanted to see.

Understanding our audience became a major focus. Social media was not only important for our online followers but probably more important for our in-store shoppers that follow us and can share our posts with other people which help generate more sales. By paying attention to trends and feedback I was able to tailor our posts to better resonate with them. This included showcasing our products in creative ways, sharing behind the scenes glimpses and featuring content from our customers. Engaging actively with our audience also played a significant role. I made it a point to respond to comments and messages and to interact with our followers content which helped build a strong community around our business.

I also made it a habit to regularly review our social media metrics. This helped me understand what types of content performed best and allowed me to adjust our strategies accordingly. Analyzing this data was crucial for refining our approach and ensuring we were effectively reaching and engaging our audience.

For anyone just starting to build a social media presence I would say it’s important to start by educating yourself about the platforms you’re using. Learn about their algorithms and best practices. Consistency in posting is vital as is creating high-quality engaging content. Don’t just post and forget; actively engage with your audience by responding to comments and participating in conversations. Lastly, make use of analytics to track your performance and adjust your strategies based on what’s working.

Building a social media presence is a continuous learning process. By staying consistent, engaging authentically and being open to adapting based on feedback you can effectively grow your audience and enhance your businesses visibility.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing our clientele has been closely analyzing and responding to customer preferences and trends. Specifically, we’ve focused on understanding which brands, price points and types of fabrics resonate most with our customers at each individual location. This approach has allowed us to tailor our offerings to better meet their needs and preferences.

We regularly track sales data to identify which products are popular and which aren’t performing as well. By paying attention to these insights we can adjust our inventory to highlight the brands and fabrics that our customers prefer. For example, if we notice a particular fabric or price range is selling exceptionally well we’ll expand our selection in those areas to attract more customers and enhance their shopping experience.

Additionally, we place a strong emphasis on collecting and acting on customer feedback. Whether it’s through direct conversations, surveys or social media interactions we make it a point to listen to what our customers like and don’t like. This feedback is invaluable in guiding our decisions and ensuring we’re continually offering products that appeal to our target audience.

Contact Info:

• Website: https://www.cottagebabyboutique.com
• Instagram: https://www.instagram.com/cottagebabyboutique
• Facebook: https://www.facebook.com/cottagebabyboutique

Image Credits

Bailey Warren Mayer
Hillary Burdette-Sapp
Amy Malouf