When Caroline Curran launched her blog, Perfect 10 SF, it focused on designer shoes and her search for stylish size-10 footwear. As she grew the site—and her social media following—Curran expanded her focus to include topics like pregnancy, maternity style, and parenting, as well as travel, fashion, home design, and more. In her “About” section, she calls Perfect 10 SF “a lifestyle blog for people who don't read blogs.”
Curran, who’s a San Francisco native, started Perfect 10 SF in 2014 during a break from work and graduate school, where she earned a master’s in psychology in marriage and family therapy. “I have always loved writing and had just heard about Squarespace, so I thought I would give it a whirl,” she says. “I fell in love with the ability to have ownership from start to finish. Everything you see on my site is, for better or worse, by me.”
Curran lives with her husband and their 2-year-old daughter, Lillian, in San Francisco, where she writes and consults for area companies. We recently asked her about her blog, her life as a working mom, and her everyday style.
What’s been the most challenging part of launching your own brand?
The most challenging thing for me has been how busy my husband has gotten! [laughs] He has always been my photographer, and since he is busier with his own company it has gotten a lot harder to find time to shoot! Other than that, it has been really enjoyable to learn and [to] execute my ideas.
Describe a typical day in your life, if there is one. What is your daily routine?
A typical day involves getting up early and getting Lillian ready for school. Then it consists of a few things (the order varies depending on the day): meetings, a nice long walk or run, lots of emails, phone calls, taking some photos, spending a chunk of “maker time” where I get to sit and be creative and write and let my thoughts turn into something.
Then, like all moms, there’s cleaning and laundry and coordinating life—running errands, going to the post office, and grocery shopping.
How do you stay sane on hectic days?
I am the middle [child] of five children, so I grew up in a household that was hectic, but to me, organized chaos is happiness. I prefer to be busy and have a lot to do. I eat healthy and always plan something to look forward to.
The psychologist in me always says that the best thing to do is plan in advance so you’re not anxious or completely overwhelmed. Also, getting help on busy days is always important.
What’s the toughest part about juggling work and family?
I think I’ve managed to figure out the work and family situation. What has happened to me is that I hardly have any time for friends—and I really hate to say this, but especially ones who don’t have children. I see friends when I can, and it’s usually in a park where we’re trying to have a conversation but just get interrupted!
What’s the most rewarding part about being a working mother?
Recently I have been thinking about all of the things I am learning through my professional experiences and how I can’t wait to make sure that Lillian learns them at an earlier age. For example, some of my clients want very analytical reports on campaigns. I’ve developed this muscle heavily recently, and it’s just one of the many traits that I hope to introduce to Lillian so that it’s second nature to her.
How has being a mom made you better at your job?
I think every mom can tell you that becoming a mom makes you better at everything, because of the incredible perspective it gives you. It especially helps to make you stronger during difficult professional conversations. It also helps to remind me to not take things so seriously.
Any words of wisdom for new moms struggling to juggle it all?
I think what I have learned and try and share with friends who are new to motherhood is that it doesn’t have to all happen at once. Think of life and career and motherhood and adventures and travel (and exercising) as things that ebb and flow in your life. They don’t all have to exist 100%, all of the time. I tell myself that I’m playing the “long game” and during this phase of my life have different priorities than I will in five years, 10 years, and so on. Alleviate some of the pressure to do it all and do it all right now.
How has your style changed since becoming a mom?
I’m definitely a pants-and-flats gal all the way! If you see my blog you see that my style is accessible and realistic. I’m not always wearing high heels and skirts because, hello, this is San Francisco! I think sometimes it can be hard to follow bloggers from other cities where they have weather where you can really wear seasonal items.
My style has always been classic and professional and I naturally stay away from trends. Since becoming a mom, I have definitely gone full force into the matching mommy & me outfits! It’s my favorite!
What would you like your daughter to take away from this experience of having a working mom?
Oh so much! I want Lillian to see that working makes me happy but doesn’t define me. I also want her to see that you have to make things happen in your career—going back to school, working with clients, and having new adventures come only when you push yourself. I also want her to see the amazing partnership that I have with my husband so that we can each be fulfilled professionally.