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Sara Sugarman of Lulu & Georgia on Motherhood & Business

September 8, 2017

Lulu & Georgia is one of my favorite destinations online to shop for interior goods and rugs, you’ve probably seen a few of them in our home over the years! Sara Sugarman started the brand and has grown it immensely over the past few years, making it the destination for on-trend pieces without sky rocket price points in what has become a very competitive online marketplace with new home decor shops popping up every month.  She’s one inspiring woman and today we are chatting with her about motherhood and business!

Tell us about Lulu & Georgia! How did you get into the business and why? In an age where there are new online stores popping up everyday how did you create such a successful DESTINATION online that is known by so many as the place to go for interior furnishings?

My family has been in the home décor industry for over 60 years, and I started working for the family business, Decorative Carpets, in 2009.  The idea of starting my own company began to take hold after conversations with friends and peers, who were interested in finding pieces that were fashionable, modern and on-trend, but at an accessible price point. I quickly realized there was a market for this, and after some research and finding sourcing, the concept of Lulu & Georgia was born.

I think our success can be attributed to our confidence and appreciation for the products we sell. We are passionate about home décor, and we take great steps to help guide our customers in finding the piece they are looking for, or the style they are hoping to achieve.

What’s been the most challenging part of being a business owner?

Trusting your convictions. For instance, one day everything is going great and you feel 100% confident with your abilities and your decisions. But the next day, you might be rattled with insecurity and self-doubt. Staying true to yourself and your vision is probably the hardest, but most important, aspect of owning a business.

How has your work life changed since you became a mom?

Everything has changed since being a mom! I used to work long hours, and all weekend. I definitely don’t do that anymore. My schedule at work is very regimented, but I have learned to be efficient with my time. I also realized that I couldn’t “do it all” anymore. As a result, I’ve brought on several new employees, which has been really beneficial for my work-life balance, but also the overall growth of the company.

How was pregnancy for you? Did you enjoy it?

I enjoyed pregnancy up until the very last month. I was fortunate enough not to have morning sickness, and my energy level was pretty high throughout. We even attended a wedding in Chicago when I was 35 weeks, where I danced all night in heels! That feeling of stamina was soon quelled though after I developed bad edema, and became so swollen that I couldn’t wear shoes at all. I lived in flip-flops and would try massaging my feet every day. It was the middle of summer in L.A., with temperatures continuously reaching 100 degrees, and Vivian decided to be nine days late. I was pretty uncomfortable.

What’s a typical day look like for you?

It depends on the day of the week. Twice a week I get up at 5:30am to workout. Vivian gets up around 7am and we have some alone time together while she has her milk. We usually read a few books and play. My husband, Sam, will get up a little later and take Vivian and our dog, Dolly, out for a walk while I get ready for work. We eat breakfast as a family every single morning while watching The Today Show. It’s a tradition Sam and I started while dating and it’s very important to us. I leave the house around 8:50am, and take Dolly to work with me. It’s great living so close to the office, it only takes about five minutes to get there! I am at work until 6pm-the day is usually packed with meetings and conference calls– but every day is different. When I get home, we do the nighttime routine with Vivian, which consists of bath and books, then bedtime at 7:30pm. Some nights I have a work event, other nights Sam and I will do something with friends, or we’ll stay in and have dinner together.

How do you stay organized at work and at home?

I don’t! Since having Vivian, I’m incredibly disorganized. I always have a lot of balls in the air, and inevitably, things fall through the cracks. I’m grateful to be surrounded by an amazing team at work and an incredible nanny and mom, who help keep the ship afloat. I would love to hear from a fellow business owner/mom that has it all together, I could use some tips. However, if I’m being honest, I don’t think being super organized is a goal for me anymore. My life is chaotic and I’m okay with that.


What are some of your favorite beauty products?

Charlotte Tillbury ROCK ‘N’ KOHL ICONIC LIQUID EYE PENCIL

Yves Saint laurent le teint touche eclat foundation

Nars eyeshadow duo in madrague

What do you splurge on?

I have to say I really like basic and classic products. I have very sensitive skin so all I use is Cetaphil and Aquafor. That being said, I do splurge on perfume. I love Spring Flower by Creed.


How has motherhood changed your style (wardrobe & home)?

I was one of those people who said I wouldn’t change my living room or dining room for a child- that my baby would just learn not to touch pretty things. That was the “before child” outlook, haha. I definitely cleared my living room of most of our accessories, and I took out some side tables that were more precarious. I have kept our bar cart- but think it’s the next to go….

In terms of wardrobe, I am definitely more drawn to simpler, less fussy pieces. I used to only wear a heel if it was over 4 inches. That has gone out the window. I do still wear heels, but when I’m with Vivian, they are usually a thicker, shorter heel.


What’s your favorite children’s book?

I have many! If I had to pick one, I love the message in “Giraffe’s Can’t Dance”. But “The Wonderful Things You Will Be” is a close second- the illustrations are adorable.


What’s next for Lulu & Georgia?

We have some really exciting collaborations launching soon – beautiful new wallpaper and rugs. We are working on Luxe Studio- a section of the site devoted to luxury, designer-focused collections. And we have a complete site redesign in the works that will make the shopping experience much more seamless.

For more interviews with inspiring mamas click here!

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