Last week, The Lullaby Club founder, Marisa, attended the Ecommerce Equation AI event, a day focused on growth, systems and the future of ecommerce.
Artificial intelligence was a major theme. Founders gathered to learn how to streamline processes, build smarter systems and operate more efficiently.
Yet when Marisa was invited to speak, the focus shifted.
It turned to community.
In The Blog:
A Room Focused on Innovation
The event brought together ambitious founders navigating growth in real time. The learning sessions were practical and forward thinking. Artificial intelligence tools were explored not as trends, but as strategic supports for modern business. For The Lullaby Club founder, technology has a clear place within the brand.
“I see AI as support, not replacement.
It can streamline processes, analyse data, organise reviews, surface insights we might miss. It can make shopping easier and clearer for our community. It can save our team time behind the scenes.
But it will never replace lived experience.”
Her perspective was steady. AI can improve systems, but it cannot replace human connection.
“It won’t replace a mother sharing how she felt wearing something postpartum. It won’t replace us listening when someone feels unsure about sizing.
If anything, using AI well gives us more space to be human. More time to focus on connection instead of admin. The heart of TLC will always be people.”
What Intentional Community Means Now
During a smaller group session, Marisa was asked about building community with intention and how that definition has evolved as The Lullaby Club has grown. In the beginning, intentional community looked simple.
“In the early days, it meant showing up and caring. Replying to messages. Remembering names. Listening closely.”
As the brand expanded, that meaning deepened.
“Now it means being clear on why we gather women in the first place. It’s not just about having a Facebook group or high engagement. It’s about creating a space where women feel safe, seen and respected.”
Growth has not reduced the need for intention. It has strengthened it.
“As we’ve grown, the intention has become more important, not less. The bigger the brand gets, the more deliberate we have to be about protecting the feeling. Protecting dignity. Protecting warmth. Making sure every touchpoint still feels human.
Intentional community means we don’t build for numbers. We build for connection.”
If you are looking for a space where women connect, support each other and share life beyond fashion, you can join The Club Community below.
A Realisation in the Room
While speaking to other founders, Marisa experienced a moment of perspective.
“I realised that what we’ve built is actually rare.
When you’re inside your own business every day, it just feels normal. But explaining it out loud, talking about the depth of engagement, the trust, the way women show up for each other, I had this quiet moment of perspective.
We didn’t build a following. We built relationships.”
In a space filled with growth strategies and scaling conversations, that distinction mattered.
Looking Ahead to the Next Chapter
After a day surrounded by ambitious founders and new ideas, the excitement was not about becoming louder. It was about refinement.
“What excites me most is refinement.
We’re no longer in survival mode. We’re in a season of strengthening. Streamlining. Elevating. Taking what already works and making it even better.
I’m excited about building smarter systems, creating even more meaningful experiences, and continuing to grow in a way that still feels aligned with our values.
Growth doesn’t have to mean louder. It can mean deeper.”
For Women Building Brands
For founders wanting to grow loyal communities, her message remains consistent. Community must begin with intention. It cannot be an afterthought. It cannot exist purely to drive sales. It must be built on clarity, consistency and care.
In a room filled with founders discussing the future of business, one truth stood out clearly. Growth and innovation matter, yet community, built with intention and grounded in values, is what allows a brand to endure. For The Lullaby Club founder, that will always come first.
The heart of The Lullaby Club has always been its community. If you would like to be part of the conversations, events and everyday moments that make it special, you are always welcome inside.
The Lullaby Club Founder Q&A
What does intentional community mean to you now, and how has that definition evolved as The Lullaby Club has grown?
In the beginning it meant simply showing up and caring. Replying to messages, remembering names and listening closely.
As TLC has grown, it has become something deeper. Intentional community means being clear about why we bring women together in the first place. It is about creating a space where women feel safe, seen and respected. We are not building for numbers. We are building for connection.
AI was a big focus of the event. How do you see AI supporting TLC without losing the human connection your community values?
I see AI as support, not replacement. It can streamline processes, organise information and make shopping easier for our community.
What it cannot replace is lived experience or genuine connection. Used well, AI actually gives us more time to focus on people, which is where the heart of TLC will always be.
When speaking to other founders about community, what realisation did you have about what TLC has built so far?
I realised that what we have built is actually rare.
When you work inside a business every day it can feel normal. Speaking about the depth of trust and engagement within our community reminded me that we did not just build a following. We built relationships.
What excites you most about the next chapter of The Lullaby Club?
What excites me most is refinement. We are in a season of strengthening what already works, building smarter systems and creating even more meaningful experiences for our community.
Growth does not have to mean louder. It can mean deeper.
For women building brands right now, what is the one thing they must get right from the beginning?
Be clear on why you are building a community in the first place. When the intention is genuine, people feel it. Focus on trust, consistency and creating value beyond the product.
Stay Connected With The Lullaby Club
Community has always been at the heart of The Lullaby Club. Whether you have been part of the journey for years or are just discovering the brand, there are many ways to stay connected and follow along as the next chapter unfolds.
You can find The Lullaby Club across all platforms:
Instagram: @thelullabyclub
TikTok: @thelullabyclub
Pinterest: @thelullabyclub
Facebook Group: The Club Community
Join the conversation, connect with the community and stay up to date with everything happening at The Lullaby Club.
Jayde x
The Author: Jayde Masters
Jayde Masters is The Lullaby Club’s Creative & Community Content Coordinator, leading the charge on all things style and connection. From creatively directing campaigns to running the Club Community Facebook group, Jayde brings our brand to life through storytelling, content and a whole lot of heart.
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Who is The Lullaby Club founder?
The Lullaby Club was founded by Marisa, who built the brand with a focus on comfort, confidence and community. Her approach centres on creating clothing and spaces that support women through different stages of life.
What is The Club Community?
The Club Community is The Lullaby Club’s online community space where women connect, share experiences and support one another. It brings together customers, founders and followers in a welcoming environment beyond the brand itself.
What event did The Lullaby Club founder speak at?
Marisa recently spoke at the Ecommerce Equation AI event, where founders gathered to discuss innovation, business growth and the role of artificial intelligence in modern ecommerce.
Why is community important to The Lullaby Club?
Community has always been central to the brand. The Lullaby Club focuses on building meaningful relationships with its audience through shared experiences, conversations and real life events.
How does The Lullaby Club use AI in its business?
AI is used to support the team behind the scenes by streamlining processes, organising information and improving the shopping experience. The goal is to enhance efficiency while keeping human connection at the centre of the brand.
