This months Mami Mode we talked to Charlotte Brodie, founder of By Billie

Can you share a bit about your journey creating By Billie? What inspired you to start?

I started By Billie when I was desperate to find a bit of me again. I loved being a mum, but I remember feeling like my whole identity had just become mum life—and as beautiful as that is, I knew I needed something for myself too. Something creative. Something that sparked a bit of who I was before nap schedules and nappy changes.

I wasn’t trying to build a brand—I was simply following what felt good. Over time, those early designs turned into something real, and the business grew really organically. I didn’t have a roadmap, just a lot of learning as I went and a deep love for creating pieces that felt simple, timeless, and wearable.

You are obviously a style icon, where do you get your inspiration for your collections?

Haha, well I am very flattered to be called a style icon, but honestly, I’m just a mum who wants to look like a chic off-duty model in Paris (lol, dreaming).

It’s actually been a bit of a journey for me. In the last year, I’ve really started to understand my own style and how what I wear impacts how I feel. I wouldn’t say I’m totally By Billie’s target customer—I wish I loved colour as much as some of our community—but the truth is I feel my absolute best in black, white and grey. Boring to some, maybe, but I’m such a big believer in wearing whatever makes you feel happy and confident.

When I’m designing collections, I always want there to be something for the neutral lovers like me—whether it’s a white hemp/cotton tee or our Charlotte blazer in a beautiful structured twill. But overall, I think what I really nail is understanding the By Billie customer and what they actually want in their wardrobe. That’s one of the hardest things to crack in fashion.

I pull a lot of inspiration from European fashion, our travels overseas, and trending colours or styles, but always through the lens of what will feel wearable and loved season after season.

How do you balance running a successful business and mum life?

Look… balance is probably a very generous word for what’s going on most days. It’s honestly just a lot of winging it, overthinking everything, and doing my best.

Some days I feel like I’m absolutely nailing it—the kids are happy, I’ve actually showered before midday, and I’ve had a minute to be creative or work on the business. And then other days it’s survival mode—dinner is toast, someone’s crying (usually me), and my brain has 46 tabs open.

 I’ve really had to let go of the idea that balance means doing everything perfectly—it just doesn’t exist. Some weeks flow, some weeks are complete chaos—I’ve learned to roll with both.

 At the end of the day, I just hope my kids see a mum who loves them like crazy, works hard at something she’s passionate about, and occasionally hides in the pantry for 30 seconds of peace.

What is your go-to outfit at the moment?

Honestly? Most days you’ll find me in a pair of black Lululemon leggings and a white singlet—classic mum on a mission uniform. When you’re trying to hit 10,000 steps a day, sometimes activewear just ends up being the outfit and the vibe.

But, if I’m putting on a real outfit (aka leaving the suburb lol) it’s usually either a light wash pair of baggy denim and a white tee or my absolute favourite tailored pants from St Agni, a singlet, and our Charlotte blazer from By Billie thrown over the top. Easy, comfy, and makes me feel a little bit like my life’s together—even if it’s absolutely not.

 What is your favourite piece from your latest collection?

Definitely the Charlotte blazer. I’m a blazer girl through and through. I just think they’re the easiest way to feel instantly more put together, even if you’ve got leggings and a mum bun happening underneath (which I often do).

It’s the perfect throw-on piece. I wear it over activewear, with denim, or with tailored pants if I’m feeling fancy. It’s structured but still relaxed, which feels very ‘me’. And honestly, anything that makes me look like I’ve made an effort when I absolutely haven’t…I’m sold.

What is your biggest tip for someone wanting to start their own business?

My biggest tip? Just start. Seriously. Stop waiting for it to be perfect, or for the timing to feel right, or for someone to tap you on the shoulder and say ‘you’re ready’ because none of that’s coming.

Starting a business is messy and hard and half the time you’re figuring it out as you go (still am). But if you’ve got an idea you can’t stop thinking about, back yourself. There’s room for you.

Also… stay in your own lane. Social media can make it feel like everyone’s doing it bigger, better or faster, but you have no idea what’s going on behind the scenes. Keep your head down, do the work, build your community, and trust that your version of success will look completely different to someone else’s (and that’s a good thing). 

What’s next for you and By Billie?

I feel like we’re in a really exciting chapter at the moment. I’m loving leaning more into womenswear and exploring what that looks like for By Billie and beyond (hint hint… Wilhelmina is coming!).

I just want to keep building on what we’ve created, but doing it in a way that feels slow, thoughtful, and true to the brand. I’m not interested in growing just for the sake of it—I care way more about connection and community than I do about going viral or being everywhere.

Honestly, I’m still figuring it all out as I go—but I’m excited. Excited to keep designing pieces I love, keep evolving the brand, and keep creating something that feels special, both for me and for the people who have supported us from day one.

What’s your go-to coffee order?

I absolutely love coffee… but I haven’t had it in almost 6 months because it just did not vibe with my ADHD meds (tragic, I know). I miss it every single day—decaf just doesn’t hit the same, does it?

 So these days it’s either an iced chai or, let’s be honest, a Coke Zero. My true ride or die.

What is your favourite way to unwind after a big day?

Once Scout is down for bed at 6 pm, I swear I hear literal angels sing. It’s like my whole body instantly relaxes because I know it’s my time to do whatever the heck I want—which honestly feels like the biggest luxury when you’ve got little kids.

Most nights that looks like a sauna and an ice bath (my current obsession), and then I’m straight into bed where I read until I literally fall asleep mid-sentence. Nothing fancy…just peaceful, quiet, and exactly what I need to recharge.

What’s a quote or mantra you’re loving at the moment?

My personal mantra at the moment (and honestly, probably forever) is: ‘No one is thinking about you as much as you think they are.’

As an overthinker and anxious girlie, I need this reminder daily. It’s such a good little reality check when my brain starts spiralling about something I said or did—like babe, no one cares, everyone’s busy worrying about themselves. It instantly takes the pressure off and helps me just get on with my life.

What’s something people would be surprised to know about you?

Honestly, probably that I am such an open book. Like almost to a fault. I want nothing more than for people to feel comfortable around me, so I will absolutely throw myself under the bus or make myself look like a complete twat if it helps break the ice.

I’ll overshare, I’ll tell an embarrassing story, I’ll admit to whatever weird mum habit I’ve got going on—if it makes someone feel seen or laugh, I’m all in.

What’s your go-to mum hack?

My greatest mum hack to date is 100% outsourcing Billie’s school lunchbox. I got to a point where I was so over making it—like, absolutely loathed the task.

One night I showed her a TikTok of mums making cute little lunchboxes and she became obsessed—I’m talking full inspo mode. She legit only had to watch a few and suddenly she was making her own lunch every single night without even being asked.

We’re a whole term in and she still does it unprompted. It’s honestly changed my life—highly recommend.