Lily Walla is the Founder and CEO of Auggie, a platform dedicated to helping parents connect with a community, share recommendations, and shop vetted products. A serial entrepreneur based in Brooklyn, NY, Lily has always been passionate about simplifying the parenting experience. Her previous venture, SPOTS, was a personalized cupcake company. Now, as a mom and business leader, Lily is focused on empowering parents worldwide through Auggie’s innovative platform.
Could you briefly introduce yourself to us?
I’m Lily, toddler mom and Founder/CEO of Auggie (auggie.com), the only platform for parents to find community, share recommendations, and shop vetted products. I’m a serial entrepreneur based in Brooklyn, NY, eager to make parenting just a little bit easier for parents worldwide!
What were your initial years of growing up like? Tell us about your life before starting your corporate journey/venture/initiative.
I grew up in NYC and was so inspired to see so many creative professionals around me in all directions. As a child, I was constantly finding clever ways to make money and organize groups around me for shared goals. Everyone always used to call me a “natural entrepreneur” before I even knew what that word meant!
Was there any turning point in your life that changed your journey? If so, what was it? Please tell us the backstory behind it.
When I first started dating my now-husband, I was aimlessly job hunting, unsure exactly what I was looking for and not particularly passionate about any specific field. However, I’d always loved to bake! One day, I had the idea to make cupcakes with my boyfriend’s face on them, and it made him so happy. He saw how happy it made me, and he looked at me and said, “This is it. This is what you have to do.” Suddenly, everything just became so clear. Two weeks later, I started a personalized cupcake company (SPOTS), and my first business was born!
Every industry that is now a large-scale, top-notch business once started as a small idea in the minds of entrepreneurs. What was that idea or motivation that made you start your business/initiative? What motivated you within to say “YES, go for it!”
When I first became pregnant, all of my friends sent me all these scattered spreadsheets, text messages, and Google Docs with their recommended products. It was so overwhelming—it was insane. I spent so long aggregating the information on all of them, organizing it into one consistent format… and I thought, there must be an easier, more fun way to share recommendations! As I started talking to more moms, I realized “what should I buy when I’m pregnant?!” The question was just the beginning.
Tell us something about your initiative or current role. What is it about, and what impact are you trying to make?
As Founder and CEO of Auggie, I am on a mission to empower parents worldwide to live their best lives and make the best decisions for their families. Something I’ve been spending a lot of time on recently is our virtual event platform. Experts, brands, and service providers come to Auggie to get exposure in front of our thriving, dynamic community. These events add meaningful value to the Auggie community while also enabling our partners to reach new audiences and potential clients. It’s a true win-win-win! Anything we can do to make parents feel more confident in their parenting is a success for us.
Everyone has their own set of challenges when starting an entrepreneurial journey. Still, the most essential part for others to learn is how you deal with those. Would you like to share with us your challenges and your coping mechanisms?
As a solo founder, it can be really lonely, but for me, the solution has been finding an amazing business partner who supports me in all the ways I need. My COO, Jesse Kaplan, previously started a logistics company and sold it to Walmart, and he is an absolutely brilliant, process-oriented entrepreneur. He helped me sell my last business (SPOTS) and is now an invaluable partner as I build Auggie. By receiving mentorship from him and working through challenges together, I can make sure Auggie continues thriving while my wellbeing does too!
While the global pandemic of COVID-19 is associated primarily with adversities, it has also brought about a true boom in startups, with successful entrepreneurship in many countries. The pandemic has impacted all of us in one way or another. Would you like to share your experience on a personal and professional level?
The pandemic was hard in many ways, but it also forced me to really think through what mattered to me. I was running my last company (SPOTS) but not enjoying it as much as I used to, and meanwhile, I was excited to think about the next chapter of my life and the potential of having children. I realized that life is short, and I need to spend it doing what I love. So, I decided to start brainstorming new business ideas and take a leap into the next chapter: motherhood!
Your journey and your vision are very inspiring, but are there any achievements or accomplishments you would like to mention?
Giving birth to my son Jackson is the proudest achievement I could ever ask for.
Would you like to share with our young budding women entrepreneurs the change you would like to see in the world if given an opportunity?
I see a world where women aren’t the “default parent” in most households. I want both partners in every relationship to share the labor, the emotional toll, and all the ups and downs that come with parenting.
What’s the most important thing you’ve learned in your personal life and professional journey? What is your personal motto in life?
My personal motto is “what next?”. No matter how successful we are, we shouldn’t stop working towards our goals.
Women are a growing force in the workplaces worldwide, standing shoulder to shoulder with their male counterparts. There are cracks in glass ceilings everywhere, with many women breaking through to carve out a space right at the top of the pyramid. What are your thoughts about women’s leadership today?
I think we’re seeing trends move in the right direction, but we still have far to go. I think what makes this particularly challenging is the (oftentimes) assumption that women are the ones primarily responsible for all family and household needs. This can make it more difficult for them to make the same investment in or get the same respect at work as their peers.
With your grit and determination, you are making a considerable impact, breaking through, and serving as role models for many budding entrepreneurs. What would you want to say to our young women leaders/audience reading this?
Don’t believe something isn’t possible just because you haven’t seen it before!
