Behind Her Empire: How Natalie Gordon Took Babylist from a Side Project to an Industry Leader

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

Behind Her Empire: How Natalie Gordon Took Babylist from a Side Project to an Industry Leader

Two weeks before her first son was born, entrepreneur Natalie Gordon became frustrated with the limited options for baby registries. So she created her own — as a side project.

That side project is now a fast-growing, multimillion-dollar business known as Babylist.

Gordon joined this week's episode of the Behind Her Empire podcast to discuss how she built her startup with little VC investment and how the "failure" of her previous business set her up for success at Babylist.



"One thing I've really learned over the years is actually putting that thing that you've been working on a really personal level out there into the world is such a test of vulnerability," Gordon said, adding that the process opened her up to trusting her early customers, and understanding what they needed.

"[It was] so good to realize that people are kind. People don't really care. It's only the very first step in a journey."

In 2011, Gordon closed down her first business and took on consulting projects to make ends meet. She came up with the idea for Babylist after becoming frustrated with the options available for baby registries at the time.

Over the past 10 years, she has grown Babylist into the best baby registry service for parents, according to Healthline, with relatively little VC funding. Babylist created 1.2 million registries in 2020 alone. The company has doubled its revenue each year for the past three years and is on track to make $250 million in revenue this year.

In the rest of this episode, Gordon talks about she balanced new motherhood with growing a new company, why you shouldn't compare yourself to others, steps she took to scale her company without significant VC funding, and so much more.

dot.LA Audience Engagement Editor Luis Gomez contributed to this post.

Want to hear more of the Behind Her Empire podcast? Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radio or wherever you get your podcasts.

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Atlas Obscura, L.A. Tourism Dept. Partner on Explorer’s Guide to LA

Samson Amore

Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Samson is also a proud member of the Transgender Journalists Association. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him

Atlas Obscura, L.A. Tourism Dept. Partner on Explorer’s Guide to LA
Photo by Venti Views on Unsplash

The Los Angeles Tourism Department partnered with curiosities and travel website Atlas Obscura for a first of its kind digital interactive map of L.A. County’s top attractions, just in time for the summer influx of tourists.

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https://twitter.com/samsonamore
samsonamore@dot.la

Rivian Issues R1T Electric Truck Recall for Faulty Airbag Sensors

David Shultz

David Shultz is a freelance writer who lives in Santa Barbara, California. His writing has appeared in The Atlantic, Outside and Nautilus, among other publications.

Rivian Issues R1T Electric Truck Recall for Faulty Airbag Sensors
Courtesy of Rivian.
Rivian Automotive has issued a recall for 502 of its R1T electric trucks due to a potential problem with the front passenger airbag sensors. The recall affects vehicles built between Sept. 21, 2021 and April 12, 2022. The issue stems from a problem with the sensors in the seat, which are designed to detect whether a passenger is present and whether to deploy the airbag in the event of a crash.
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