A Conversation About the Gifts and Challenges of Turning a Passion into a Business with Caroline Rowland
Founder of 91 Magazine
When I first discovered Caroline Rowland’s work, I instantly felt at home.
I thought: “My inner child and her inner child would be best friends. If it were up to us, we would pass the time of our youth in a neighbor’s treehouse, floor adorned with the most beautiful spread of magazines - our little feet (sporting mismatched fuzzy socks) twiddling in the air. Every evening, our parents would beg us to leave our literary hideaway, where our combined collection of glossy gazettes (mine dog-eared all the way through and hers in pristine condition) would entertain us for hours.”
Idyllic, really. (Perhaps, even a scene straight out of an issue of 91 Magazine…)
Alas, our meet-cute was the usual modern fare: through the interwebs of email.
I stumbled upon Caroline’s work in early 2024, and reached out after reading a very poignant piece from her newsletter titled: “I almost closed, but I'm still here!” In the entry, Caroline shared her internal debate about whether she would close down the business (after 13 years). She shared that 2024 was filled with trying times and transitions in her personal life (including the passing of both her parents), and that juggling all of these events (plus the magazine) was extremely taxing. It also affected the momentum of the publication and the experience of customers. “Some days, it just felt too much,” she shared.
I was moved by Caroline’s vulnerability. I imagined it was a lonely position to be in - deciding whether or not to pull the plug on a business that was born out of her deep-seated passion for publishing (and sustained with literal blood, sweat, and tears). The fact that she openly shared these thoughts and life experiences with her readers said a lot about the community she had created.
So, I introduce to you today: Caroline Rowland. Caroline is the founding editor and publisher of 91 Magazine, “a British independent interiors and lifestyle print magazine, featuring creative interiors, inspiring ideas, and stories of small creative businesses and people.” Founded in 2011 as an online-only magazine, the publication now has biannual print issues (April and October), as well as year-round content released on their award-winning blog, workshops hosted by creative entrepreneurs (from book-writing to home & garden), and a quarterly e-zine. Caroline is also an OG blogger, a book author, and an esteemed editorial and picture editor.
Meet Caroline Rowland.
Can you share a bit about your life/origin story?
CR: I grew up in a small village in Northern Ireland and realized at school that I only ever really enjoyed art classes. So, at 16, I decided to go to art college in Belfast, where my interest in photography developed. At 18, I moved to London. My first year didn’t go so well because I chose the wrong course to study (Fashion Styling and Photography). Later, I changed universities and took a BA (Honours) in Photographic Arts instead.
After graduating university, I managed to get some work experience in New York City, working on a magazine and photo agency. This was just for a short time before I came back to London; not long after, I got a job with Getty Images. I had some amazing experiences working with them considering it was my first full-time job. I worked on London film premieres and went to Cannes and Venice film festivals working as a field editor alongside the photographers.
Despite this, I still yearned to work in magazines, but struggled to find a role that had decent pay. Then, a position came up with the Financial Times which seemed like a great opportunity to immerse into the publishing world. So, I worked there for around five years as a Picture Editor on the House & Home supplement. I learned so much there about how a publication is put together, and the seeds [for 91] slowly sprouted in my head.
While working there, I had been writing an interior design blog for a few years in my spare time (called Patchwork Harmony). So, in 2011 (when I was 30), I decided to try creating an online magazine. I already had an audience from my years of blogging, and - as there were no other online interiors magazines at the time - it was well received. It was very much a passion project at this point: it was free to read, and my contributors were volunteering. In 2013, though, I decided to take voluntary redundancy (resign) from my job, as I wanted to try freelancing and see where I could take the magazine.
I also had interest from a book publisher, and - in early 2014 - I signed a book deal. I was also pregnant and was still working on the book when my daughter was born. I spent her nap times frantically writing! The Shopkeeper’s Home published in 2015.
At that point, I realized it was “make or break” for 91 Magazine. It needed to start making money or it was a waste of my time. So, in 2016, it went into print. I’ve been running it as a biannual magazine since then, with lots of online content to support it – our blog, our quarterly e-zine, online workshops, etc.
What are the things you are most passionate about in life? And how do those passions show up in your work?
CR: I’m passionate about following your own path and doing what you love. I hope I am instilling this in my daughter as she grows up. I hope seeing me run my own business for her whole life teaches her that she can do anything she wants to.
That is why we champion small independent businesses through the magazine and our online platforms, particularly female-run businesses. Because, I know it’s not easy, and it shows real courage to start your own venture.
What are your reflections on the 91 Magazine community? How has it evolved over time?
CR: I guess I never set out to build a community around 91 Magazine, but it has been one of the greatest joys of the journey. It was gradually built over time, and it means everything to me.
Our community consists of supportive, like-minded people with a love for the things we promote through 91 – creativity, sustainability and supporting small businesses.
I think it’s important for your customers / readers to know you, the person behind the brand. And, I am very open, particularly through our email letters. I had a really rough year last year, losing both my parents to cancer within four months of each other, and the 91 community was incredibly supportive during this time. Of course, any kind of personal trauma is going to impact your business.
I’ve always felt so lucky to have such a wonderful community around 91.
When you think about 91 Magazine’s impact on your life, what role has it played?
CR: For the last 14 years, it has been like my second child. In fact, it’s been around longer than my daughter! Not only has it given me creative fullfilment, it has also allowed me to juggle being a mother with work. I often wonder how my life would have panned out if I had continued working a full-time job. Commuting into London every day for work would have meant the need to find and pay for childcare, and not being able to pick my daughter up from school every day.
So, I am lucky that I’ve always been able to do this. While, at times, I’ve felt stretched to keep on top of everything, I look back at the last ten years and am happy that running my own magazine has enabled me to be around for my daughter. Yes, work is important, but family is paramount.
What emotional milestones can you share from your time building 91 Magazine?
CR: The biggest shift was after I took redundancy (resigned from my full-time job), and I realized it was “sink or swim” with the magazine. I couldn’t keep it as a vanity project anymore; it needed to become a business. I decided I needed a team around me, and my first deputy editor, Laura Pashby, very much helped with implementing a plan in terms of a regular blogging schedule to keep readers engaged in between publications.
Having a team has made such a huge difference. It has been invaluable to be able to share and bounce ideas off of others.
In recent years, one of the biggest milestones was being shortlisted for Editor of the Year (Homes & Gardens) in the British Society of Magazine Editors awards. I have been shortlisted three times, and despite never winning the award, it was a total honor to be next to some of the biggest publications in the industry such as Elle Decoration. To be recognized in this way despite not having formal training or experience working as an editor felt amazing.
What part of building this business gives you the most joy?
CR: The community first and foremost. Even after all these years, when someone says 91 Magazine is their favorite magazine, it is just pure joy. I also love that we are able to give a platform to so many small businesses to share their work and stories, and over the years I’ve heard how creatives are now working together after discovering each other via the magazine. That is so wonderful!
What's the most difficult part of sustaining 91?
CR: It’s been really challenging over the last few years. The pandemic was actually ok for us business-wise, as we sold more magazines then than ever (I guess, this was because of the situation everyone was in, coping with staying quarantined, etc). But, since the cost-of-living crisis hit and the economy has been so unstable, I have definitely noticed a big difference in sales.
Understandably, when money is tight, something like a nice magazine is going to drop down in people’s priorities. There’s also been the knock-on effect of lots of small shops closing their doors, which is heart-breaking. This also impacts businesses like mine as our wholesale orders diminish. It’s still a significant worry as, at the end of the day, a business needs to be profitable to stay afloat, and - with costs constantly increasing - it is not easy.
If someone came up to you and expressed that they are interested in turning a passion or interest into a business, what would you tell them?
CR: Well, I must say that the world is very different now to what it was when I started nearly 15 years ago. Even things like social media have changed dramatically since then. It was such an amazing way to reach new customers back then, but sadly it doesn’t feel the same these days.
My advice always used to be: jump in with both feet and give it a go. But, today, I would advise a more cautious approach.
Yes, follow your dreams, but be sure to have some kind of buffer in place. Even when I started, I had the backup of a redundancy package (severance pay) from my previous employer, which offered a bit of financial security for a period of time. Lots of creatives will start a business while still holding down a traditional job, and this just means you can test the waters before diving right in.
If there is one thing I recommend investing in, it is good photography. In our digital world, strong visuals are essential for getting noticed and showing that you are serious.
Lastly, what’s next for 91 Magazine?
CR: It’s certainly an interesting time. The challenges seem relentless, so - right now - I am looking closely at how the business runs and how it can be done better. We have our usual two issues publishing this year – in April and October - and I am thinking about other additional publications. Our PLACES series of books has been doing really well, so we will see where the rest of the year takes us!
On that note, we wrap up a candid and compelling conversation with 91 Magazine’s founding editor, Caroline Rowland. If you have yet to check out the magazine, be sure to pre-order a copy of their latest April 2025 issue ! Here’s a little blurb to get you excited:
“In this edition we explore the theme of DETAIL – the subtle yet powerful elements that elevate both our spaces and our creative pursuits. From the delicate design touches that make a house a home to the meticulous craftsmanship behind inspiring work, attention to detail is what truly sets things apart. We shine a light on homeowners and creatives who share our belief that the smallest details often make the biggest impact – because sometimes, it’s the little things that bring the most joy.”
With that, happy community gathering, and see you on the next page!