Never underestimate the power of a good magazine. Whether it’s flicked through leisurely at a coffee shop table or read intently on public transport or at home – a well-curated magazine can inspire, engross, and immerse its reader in a world of words, design, and creativity.

These are the ideas behind 91 Magazine, which is a biannual print publication focusing on creative interiors and lifestyle while championing small, independent businesses. But who is the person behind it?

Allow me to introduce founding editor Caroline Rowland, who turned her passion for photography and words into a thriving business.

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So, who are you and what’s your business?

I’m Caroline Rowland, the founding editor of 91 Magazine. The magazine is a biannual print publication that focuses on creative interiors and lifestyle while championing small independent businesses.

As we only publish the print magazine twice a year, we also create lots of online content for our readers to enjoy in between issues – that is, our blog and our quarterly e-zine – which go to our mailing list subscribers for free.

We also host online workshops, mainly aimed at small business owners, covering topics such as social media, photography, wholesale, PR, marketing, etc. – these are all available on our website to download and watch.

What is your backstory and what inspired you to come up with / pursue this idea?

I grew up in a small village in Northern Ireland but moved to London when I was 18 to go to university.

I studied photography but realized at the end of my degree that I didn’t want to be a photographer, and preferred curating images, so moving into publishing seemed like the best route. I worked at Getty Images and then the Financial Times, which is where I learned lots about putting a publication together. While I was there, I started an interiors blog, which later led to the idea of an online magazine.

I loved interiors magazines, but I’d noticed that the ones on the market at the time weren’t quite right for me – they were either too high-end and unattainable or too country-style or too budget-buy. I wanted an interiors magazine that showcased creative interiors, one that championed small brands, makers, and designers and that was also filled with beautiful photography and interesting stories.

Describe launching the company… Where did you start?

When I first started out with 91 Magazine, it was online only and, looking back, really quite amateur! But that’s ok, because you have to start somewhere.

I was still working full-time and producing it in my spare time. It wasn’t until I took redundancy from my job and was freelancing that I had more time to pour into it and decided to take it into print. I brought together a small editorial team of women, and we began to turn it into a proper business.

What has worked to attract & retain customers so far?

I think it is a combination of a number of things.

Firstly, creating a great product is paramount. Without that, your customers just simply won’t return.

Then, I think it is very much about building a community around your brand and staying connected to the people who love what you do. I think as soon as you become ‘faceless,’ your customers start to lose trust and connection.

I still write openly on my Instagram posts and in the emails that I send to our subscribers. I’m very aware that without my customers/readers, I wouldn’t have a business, so I want them to know that everything I create is with them in mind, hopefully offering them inspiration and joy as well as something that allows them to take a few quiet moments to themselves.

What books, podcasts, or people have been the most influential on your journey?

I try to absorb as much as possible from as many different sources as possible, but in the last few years, I’ve come to the realization that sometimes you need to ask for help from external sources and not try to do and know everything yourself.

I’ve worked with three women who have really helped me to see my business in a new, fresh light. Retail expert Catherine Erdly is someone I’ve had mentoring sessions with and who has helped me to understand the ‘business’ side of things better.

Georgina Lee-Jones worked with me last year on my email marketing strategy and how to talk about my brand in a different way. Aime Cox-Tennant built me a new website, but also is generous with her advice on running a business online and knowing how to get your message across successfully amongst all of the internet ‘noise’.

How are things going today and what does the future look like?

Well, I’m not going to lie, the current economic climate has definitely had an impact on my business, which is the same for pretty much every small business owner I speak to.

Paper and production prices have risen dramatically over the last few years, which has had a huge effect, and of course, people are cutting back on luxuries, which I know a nice magazine is regarded as. But, I’m very thankful to have many loyal readers and supporters and for now, we are carrying on and hoping we can ride out the storm. It feels like a difficult time to do anything bold, despite having some ideas bubbling away, so I’m currently trying to be cautious yet creative.

I’m always trying to find new ways to get the magazine out there, and our latest offering is our business bundles – which are aimed at small venues such as cafes, co-working spaces and holiday lets – where they can purchase a bundle of magazines for a reduced rate for their customers or guests to enjoy. We think having some lovely magazines in these kinds of spaces is a really nice way to encourage people to relax and put their phones down for a bit, and get inspired in a lovely setting.

Any advice for others who are just starting out?

I truly believe if there is one thing you invest in for your business, it should be great photography. It is SO important to get your brand across visually, and I see so many people scrimping on it, as they think they can just take a few photos on their phone.

Even if you have a basic DIY website, having excellent photography will instantly elevate your brand, and it’s the first thing people see when they land on your website or your Instagram feed. It’s also extremely useful if you are keen to receive press coverage. Don’t underestimate the power of great photography! 🙂

What’s the best way for people to connect and follow you? Website, Social Profiles, Etc…

Our website is www.91magazine.co.uk, and you can subscribe to receive our emails (which include our free e-zine) here. Once a month, I write an email specifically for small business owners called THRIVE, so make sure to tick the box to receive these. You can also find us on Instagram at @91magazine.