We recently had the chance to connect with Haley Hoover and have shared our conversation below.
Haley, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What is a normal day like for you right now?
With the new school year underway, our household has shifted from summer’s slower pace to an earlier, more organized routine. I start my mornings thirty minutes ahead of my boys, carving out time for quick stretches and breathwork before the day gets going. Once they’re up, I pour my coffee and join them for breakfast, managing the steady flow of getting everyone dressed and out the door for school.
After drop-off, I return home and kick off my day with a workout, using that time to reset and refocus. By 9:30, I’m settled in my office and ready to tackle work. My schedule changes daily—one morning I might film content for Winnie & Lu, another I’m packing and shipping orders, connecting with boutiques, or meeting with my contractors. I make it a priority to manage my time efficiently, so I can fully switch gears once the school day wraps up.
Afternoons are all about family. I handle school pick-up, we regroup with snacks, and then settle into homework and playtime. Depending on the day, we might be out riding scooters, heading to baseball practice, or enjoying a late summer swim if the weather is warm. On quieter afternoons, we stick close to home for games or reading together.
As evening approaches, I transition to dinner prep and we gather at the table to share a meal. Nights are devoted to family, usually wrapping up with bath time, a favorite show or story, and plenty of cuddles before the boys’ bedtime. Each day is full, but maintaining this rhythm helps me stay present in both my business and family life, a balance I truly value.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Haley Hoover, founder and CEO of Winnie & Lu. I started this brand because I wanted beautiful, practical products that fit seamlessly into family life. After years as a nanny and working in women’s health, I saw how much parents appreciate items that are both stylish and functional. That’s why I created the Airess Drying Rack. It looks great on your counter, adapts as your family grows, and is built to last beyond the baby stage.
Winnie & Lu blends style, sustainability, and real-life practicality. Every detail matters, from the materials we use to the partnerships we form. My goal is to help parents feel proud of what’s in their homes. Right now, I’m focused on growing our reach through creative content, influencer collaborations, and connecting with our community, always aiming to make life easier and more beautiful for modern families. At the heart of Winnie & Lu is the belief that you can balance ambition, family, and a love for intentional living, and I hope our brand inspires parents to embrace both the beauty and the chaos of real life.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What did you believe about yourself as a child that you no longer believe?
As a child, I was absolutely certain that my calling was to be a stay-at-home mom. I pictured a straightforward path: go to college, find a husband, and quickly start raising kids. That vision felt so natural and right to me for so long. But as life unfolded, motherhood became more than just the end goal, it became the catalyst for growth and inspiration I never expected.
Through the journey of raising my boys, I discovered that I could take all those years of experience working in healthcare business and channel them into something uniquely my own. Creating my business has given me the creative outlet I craved, the freedom and flexibility my family needs, and the runway to take this brand anywhere I want. I’m happier than ever, not because I followed the path I once imagined, but because I allowed myself to evolve, dream bigger, and build something that blends ambition, family, and fulfillment in ways my childhood self never could have dreamed.
What have been the defining wounds of your life—and how have you healed them?
The defining wounds of my life have been deeply tied to my experience with postpartum depression and anxiety. I went into motherhood thinking it would be a breeze. After all, I had years as a professional nanny and had worked in an Ob/Gyn office. I thought I was as prepared as anyone could be. But the emotional weight of postpartum hit me in ways I never expected, leaving me feeling like a shell of my former self: lost, overwhelmed, and disconnected.
What I didn’t realize during that breaking down phase was that I was actually being rebuilt. The process was painful and long, but it transformed me into someone stronger, more compassionate, and more determined. I learned to give myself grace, seek support, and embrace vulnerability. That experience didn’t just reshape my perspective on motherhood and business, it gave me a mission.
Now, I’m committed to helping the future generation of mothers be better prepared. I want women to know how to ask for help, where to go for support, and most importantly, that their feelings are not unusual or something to hide. Through my work and my story, I hope to create a space where honesty and connection are the norm, and where every mother feels empowered to reach out, share her truth, and find the support she deserves.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Is the public version of you the real you?
Absolutely, the public version of me is the real me, chaos, sarcasm, and all. What you see is what you get: some days I’m fresh-faced and brimming with energy, other days I’m rocking day three hair, living in workout clothes, and making my third cup of coffee because I’m out of energy to find where I accidentally left the first two. I genuinely believe laughter is the best way through the mess, and if you follow my accounts, you’ll catch plenty of dry humor and a healthy dose of sarcasm.
I love finding joy in the simple things and never take myself too seriously. Life’s too short not to have fun, even when things go sideways. My heart for giving back is even bigger than it appears online, and I recognize just how lucky I am. That’s why I’m always looking for ways to give others a boost, whether it’s through my business, my content, or just sharing a laugh on a tough day. Some days I’m crushing it, and others I’m just scraping by, but I’m always showing up as my true self.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What are you doing today that won’t pay off for 7–10 years?
What I’m doing today that won’t pay off for 7–10 years is all about connecting with people where it truly matters and giving back to those less fortunate (even when every business book and guru says I should reinvest every penny). I genuinely believe in karma: if you give abundantly, you can live abundantly. That’s not just a feel-good mantra, it’s the foundation of how I live and run my business. I’m also a big believer that chasing goals that scare you a little is what makes life worth living.
I never took a business course or dreamed of being an inventor, but by embracing risk and authenticity as both an inventor and entrepreneur, I know the long-term payoff will be worth it. The relationships I’m building, the generosity I’m putting into the world, and the big, bold dreams I’m chasing might not show their full return for years, but I’m confident they’re laying the groundwork for a meaningful, abundant life and business.
Contact Info:
- Website: https://www.winnieandlu.com
- Instagram: https://www.instagram.com/winnie.and.lu.home
- Linkedin: https://www.linkedin.com/in/haley-hoover-b408b811
- Facebook: https://www.facebook.com/winnieandlu
- Youtube: https://www.youtube.com/@winnieandluhome
Image Credits
Monifa Basedo
Tukka & Wesley Oksanen
Morgan Ellis Photography
