We were lucky to catch up with Kimberly Souliere recently and have shared our conversation below.

Alright, Kimberly thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

Like many who come to Los Angeles, I originally moved here with the hope of bringing my sewing and design skills to the film and television industry. But after struggling to get my foot in the door while fighting for shifts as a waitress in Santa Monica, I was unsure how to move forward. The breakthrough came for me when I found another gig at a cute little boutique just across from the bar where I worked, a decision that changed my entire trajectory.
The boutique was owned by a self-proclaimed hippie from Venice, who had an in-depth understanding of the fashion industry, and who just happened to share the same birthday as me! When I started coming in for my shifts, wearing pieces I had made at home, she took a real interest in my creative work. She offered me a rack at the front of the store and a mannequin to display my designs, with an agreement to split the sales. This was my first real opportunity to turn my personal creations into a brand. What I had always searched for in other stores, but never quite found, I could now offer in this little boutique by the ocean.
At first, I would let customers know that they were trying on my designs. Other times, I’d simply listen to their feedback. I was constantly learning, making adjustments to improve my designs based on their critiques. This process gave me valuable insight into what customers truly wanted, and it allowed me to refine my designs.
Through this experience, I also met other creatives; singers, performers, musicians, artists, and influencers, many of whom would hire me for custom looks for their events. I felt deeply connected to this supportive community, which was always the most exciting part of the journey.
Starting my business was a very organic process. I’ve always been a “go with the flow” kind of person, but what I realized after becoming a mother, navigating the pandemic, and serving as a caregiver for a family member for a few years, is that creating and designing has always been an integral part of who I am. Whether it evolves into a successful business or remains a passion I pursue for personal projects, I know that I’ll keep designing. It’s more than a business for me, it’s a creative outlet and lifelong passion.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’ve been passionate about creativity for as long as I can remember. I grew up surrounded by women who were always making something—my grandmothers crocheted, knitted, and sewed, and I was determined to learn everything I could from them. I started out designing dance costumes, graduation dresses, and prom dresses for myself, constantly pushing myself to experiment with new ideas. After I moved to SoCal, my designs became more designed around the beach, traveling or attending music festivals.

After earning my BA in Theater Arts with a focus on Costume Design from UMASS Boston, I decided to combine my love for creativity with a strong business foundation. I went on to get my MBA from Cal State Dominguez Hills, blending my artistic vision with the strategic mindset I needed to build a sustainable business.

I don’t design for the masses. I believe in the beauty of individuality, which is why I focus on creating one-of-a-kind pieces or small runs—usually only 6 items per print. My designs incorporate bold fabric choices, striking prints, and unexpected color combinations, offering something truly unique to my clients. I sell my creations to small boutiques and directly to customers via local events, pop-ups, and my online store, always aiming to create a personal connection with each person who wears my designs.

What sets me apart is my focus on craftsmanship and authenticity. I don’t just want to create clothing; I want to make pieces that help people express their individuality and feel truly special. One of the things I’m most proud of is building a community of people who trust me to bring their style and vision to life, whether it’s for a special occasion or an everyday statement piece. I’m passionate about the process of creating something meaningful and unique, and I want my clients to feel empowered and confident in what they wear.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One lesson I had to unlearn took me years to fully grasp, but I now finally have the right approach to it. As a small independent designer, I was taught early on that my time was ‘free.’ I was told that since I didn’t have overhead costs and the money I earned from each sale was considered pure profit, I didn’t need to factor in the true costs of my work. However, I’ve learned the hard way that my time has never been free.

In reality, there were many hidden costs involved—whether it was gas for traveling to pick up fabric, time spent designing and fitting a dress with a client, or tags, labels, thread and shipping supplies. These were all expenses I didn’t account for when pricing my garments.

While I always made sure to claim these expenses for tax deductions, I never factored them into my pricing structure. As a result, I consistently undersold myself, and it took me years to realize that I was essentially giving my designs away at cost. Now, I’ve learned to account for every aspect of the process, from the smallest supply expenses to the time spent traveling, and I approach pricing with a much more informed perspective. It’s been a valuable lesson in understanding the true value of my work and ensuring that my prices reflect both my time and the resources required to create each piece.

What’s been the best source of new clients for you?

Beyond selling directly to customers at that cute little boutique in Santa Monica, the best source of new clients for me has always been community events. Whether it’s a street fair, a music festival, or a holiday pop-up, meeting people face-to-face and sharing my creations has consistently been the most impactful way to grow my business. These events provide a great opportunity to connect with potential clients, hear their feedback, and exhibit the personal touches that set my designs apart.

What I love about these events is that they allow me to build real relationships with people. Many of my current customers seek me out for new designs, and they often refer friends and family, bringing them along. I plan to continue prioritizing these events as a key part of my strategy to expand my network and grow my client base.

Contact Info:

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

Image Credits

Photos by Natalie of Heart Lenz Photography @heartlenzphotography, Ivana Cooper @ivcooper,
Models: Jasmeen @jasmeenjoon, Hana @hana.mackenzie, Janielle @just__janielle, Izzie @izzieoooo, Eliana @ellebabach, Ava @avalaurenlee_