Lisa Carrol is the founder and CEO of LIVLY, a premium baby clothing brand born from her personal journey as a mother to twin girls, Liv and Lily, who were born prematurely with sensitive skin. Women in Retail Leadership Circle (WIRLC) is highlighting female entrepreneurs during the month of May, designated as National Small Business Month.

In 2011, Lisa launched LIVLY with its first store in Stockholm, Sweden, a brand focused on delivering exceptional comfort and quality for newborns and children. Today, LIVLY offers a curated selection of baby clothing, gift sets, accessories, and more — each piece thoughtfully designed to support the health and happiness of babies while celebrating life’s precious moments. Before founding LIVLY, Lisa played basketball at Fordham University, where she developed the resilience, discipline and drive that would fuel her entrepreneurial journey. These qualities helped her build LIVLY into a trusted brand that blends thoughtful design with  exceptional softness and quality.

We asked Lisa a series of questions about her entrepreneurial journey, her leadership style, and more.

Women in Retail Leadership Circle: Can you share the origin of LIVLY? How did the idea come to fruition?
Lisa Carrol: LIVLY was born out of necessity, love, and a mother’s deep instinct to protect. When my twin girls, Liv and Lily, were born prematurely, their skin was incredibly sensitive. I struggled to find fabrics that were soft enough, gentle enough; something that felt like a second skin for them. That’s when I discovered pima cotton. It was life-changing, and I knew other parents needed this, too. LIVLY started with that one mission: to give babies the softest start in life.

WIRLC: Can you share the moment you knew you wanted to turn this idea into a business?
LC: The moment I held pima cotton in my hands, I knew. It wasn’t just fabric; it was a feeling. I saw a gap in the market, but more than that, I felt a responsibility. If I, as a new mother, was searching for something softer, other mothers were too. When I created our first Sleeping Cutie print, inspired by my own childhood dreams, I realized this could be more than just baby clothing; it could be a brand that brings softness and imagination into everyday moments.

WIRLC: What were some of the biggest hurdles you faced in launching and scaling LIVLY internationally, and how did you overcome them?
LC: There were so many! First, there was the challenge of being taken seriously as a new brand in a competitive space. Then, growing internationally meant navigating different markets, cultures, and retail landscapes — all while staying true to LIVLY’s core identity. But the biggest challenge? Scaling while maintaining quality. We never compromised on our fabrics, our designs, or our storytelling. We grew step by step, making sure every piece we created felt as special as the first.

WIRLC: The children’s fashion market is highly competitive. What strategies have helped LIVLY stand out?
LC: It all comes down to experience. LIVLY isn’t just about clothes — it’s about a feeling. From the softness of our fabrics to the way our packaging is designed, everything is intentional. We also focus on timeless design over trends. Parents come back to LIVLY because they know what to expect: quality, comfort, and a little bit of magic. And, of course, storytelling is everything. Every brand sells clothes, but not every brand tells a story that makes people feel something.

WIRLC: You were a college basketball player at Fordham University. How has your background in sports influenced your approach to business and leadership?
LC: Attending Fordham University and playing basketball at such a profoundly great institution was an experience that shaped me in ways I couldn’t have imagined. Fordham pushed me academically, athletically and personally. It was a place where excellence was expected, resilience was built, and endurance was non-negotiable.

Basketball taught me that success isn’t just about talent — it’s about discipline, adaptability, and the endurance to keep pushing when the odds are against you. It’s easy to perform when you’re ahead, but true strength is built when you’re exhausted, behind on the scoreboard, and still find the will to keep fighting. That mindset is exactly how I approach business and leadership.

LIVLY is not just about one person — it’s about a team moving together toward a shared vision. At Fordham, I learned that no victory is won alone. Leadership means knowing when to push, when to pivot, and when to trust your team to step up. And just like in sports, the key to long-term success isn’t just about working harder; it’s about having the endurance to stay in the game, no matter the challenges.

WIRLC: As both a founder and CEO, how has your leadership style evolved over the years?
LC: At the start, I thought I had to do it all — every decision, every detail. But I learned the hard way that burnout is real. The key? Trusting my team, but also choosing wisely.

Now, I’m looking for people who are passionate about what they do, who want to make an impact, and who believe in building something special. I don’t need to be the best at everything; I need to hire people who are better than me in their field, give them space to grow, and empower them to lead. Because when the right team comes together, we can accomplish more than I ever could alone.

WIRLC: What lessons from motherhood have influenced the way you run your business and design your products?
LC: Motherhood has given me perspective. It’s made me a more patient leader, a better problem solver, and it’s taught me to trust my instincts. When designing for LIVLY, I always ask: “Would I put this on my own baby?” Every little detail — the softness, the fit, even how easy something is to put on at 3 a.m. — comes from real-life experience as a mom. LIVLY isn’t just about making beautiful clothes; it’s about making life easier and sweeter for parents and their little ones.

WIRLC: Being a mother of five, what are your non-negotiables when it comes to work-life balance?
LC: My biggest non-negotiable is presence. When I’m with my kids, I’m with them. No emails, no distractions — just fully in the moment. I’ve also learned to set boundaries. I don’t have to be at every meeting, and I don’t need to answer every email immediately. I prioritize what truly moves the needle, both in business and in life. And lastly, I give myself grace. Some days are all about work; some days my kids need me more. Balance isn’t about perfection, it’s about knowing what matters most in each moment.

WIRLC: Looking ahead, what’s next for LIVLY?
LC: LIVLY is growing beyond baby clothing. We’re building a Soft Life empire — one that supports mothers, babies, and families in every way. From pregnancy and postpartum essentials to self-care for moms, we’re expanding what softness means. I also want to continue sharing my journey — on stages, in conversations, and through storytelling. My goal is to not just grow LIVLY as a brand, but to build a community that embraces softness in a world that often feels too hard.