Mom Behind the Business: Amy Baldwin - Gold & Grae

Updated: Sep 8, 2020

It's Week 6 of our “Mom Behind the Business” series featuring local MOM business owners! We're bringing a new Mom Business Owner to the table for a little Q&A to gain some insight into her business and the advice she can pass on to other mamas.

This week we interviewed Amy Baldwin - the super stylish mama behind Gold & Grae boutique in Birmingham, AL. She has such a great eye for style - we can't wait for you to check her out! {We should also mention - Village Insiders can enjoy a 15% off Village Perk when shopping with Gold & Grae!}

What is your business?

I am the owner of Gold & Grae, an online boutique for women. We carry a wide variety of clothing from athleisure to cocktail.

How did you get started?

I always wanted a business of my own and I have always loved clothing. I pitched the idea to my husband and he liked it so I started researching what all I needed to do and it just kind of organically started. Our 4th bedroom/playroom is now Gold & Grae. The name was fun to create. I chose “Gold” because gold is known for being a strong metal and the “Grae” is a combination of my 2 children’s names, Griggs and Mae.

Why do you do it?

It started as more of a business decision but it has evolved into great relationships with customers and various influencers I’ve worked with to promote Gold & Grae. I love interacting with the customers, even if it is mostly online. I also love seeing happy customers. I thrive on the thrill of the hunt! I get so excited to go to market or when I find something new to bring to the store.

What are your most inspiring/motivating moments in business?

I’ve learned so much in such a short period of time. Who would have thought we’d be dealing with a pandemic in the first year of business? Not me! But it has been so inspiring how everyone has come together to help support small businesses during these scary and unknown times. I feel like if we can make it through this we can do anything!

One piece of advice for moms starting a business?

Not every day is going to be a good day. Some days are slow and that’s ok. In the very beginning, I really struggled with that. A store doesn’t become an instant success. It takes time and I am still learning as we approach our 1 year anniversary. Also, don’t be afraid to ask for help. I’ve met so many awesome people since opening my store and they have helped me tremendously throughout this process.

Anything else you want us to know?

You can find Gold & Grae on instagram @goldandgrae, Facebook @goldandgrae or online at

Do you have a Mom business owner you’d like to nominate? Email us at!

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