mom about town
14 SEPTEMBER 2025 | NOLAFAMILY.COM WHAT’S BEEN THE MOST REWARDING PART OF CREATING BUSINESSES FOR LOCAL FAMILIES? SHELBY: The happy memories that you’re making. The one thing that I would mom, entrepreneur, and all-around force behind the joyful chaos. WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU? SHELBY: Because there are so many moving parts, every day looks different. Typically, my husband leaves before we wake up, so I’ll wake the girls up. We’ll get ready for school or camp, and then I’ll do school drop-off. Then, I go to Moxie on Metairie Road and get a matcha—they know my order when I’m walking in the door. After that, I’ll start to do my work. I’ll answer emails, DMs, coordinate with my employees [on] any needs that they have, and solve any problems we have. Once I’m done with that, it’s usually time to pick up the girls. We either come home or go to the park, and I’ll try to wrap up any emails and anything I need to take care of. Then, we’ll come home and do dinner or go out to eat, and then we do bedtime, which is like storytime or playing Barbies. We’ll talk about our day—that’s when the girls are most chatty. Then, my husband and I will go to bed or watch a show. Shelby Lopinto brings energy, warmth, and creativity into every corner of her life, whether she’s building businesses, raising her daughters, or dreaming up her next big idea. With a genuine love for community and a passion for making meaningful moments, she radiates the kind of grounded optimism that makes you feel like anything is possible (as long as there’s coffee involved!). Meet the Shelby Lopinto BY MADISON VOORHIES
Husband: Chris Lopinto Children: Elle (5) and Lovie (3) Occupations: Owner of Little Fins Swim Academy, Owner of Create and Play Club, and Author and Illustrator of Sleepless In Louisiana Hobbies: Running and watching The Great Pottery Throw Down in her free time
LAUNCHING YOUR FIRST BUSINESS? SHELBY: Before becoming a mom, I wish I had known it’s okay to do things for yourself. Elle was born during lockdown, so it was just the two of us for months. The first time I left her was for only an hour—and she was nine months old. I was with her day in and day out, and even taking a shower felt like time away from her. Looking back, I found doing those little things for yourself actually makes you a better mom. It makes you happier, and taking care of yourself is really important. With my business, I’m a perfectionist, and I wish I had known that things will happen outside of your control. They might not be major things, but even minor things used to really affect me. I used to take things personally if they didn’t go exactly as planned. But I’ve learned that you have to keep going, and you can’t dwell on every problem. I’ve learned, “Done is better than perfect.” I am a perfectionist and someone who obsesses over every detail. A lot of times, just putting your idea or plan out there—whether it’s a business, a schedule, or anything else— just doing it is better than making sure it is absolutely perfect. WHAT DO YOUR KIDS TEACH YOU?
say is most rewarding—if I had to put my finger on it—is the community we’ve built. We have a teacher from Florida; She moved here six or seven months before we opened, and her daughter’s birthday party was recently at the studio. Everyone that she invited to the birthday party was someone she met through the studio. Seeing people who wouldn’t otherwise know each other become friends is really cool. HOW DO YOU BALANCE RUNNING MULTIPLE BUSINESSES WITH BEING PRESENT AS A PARENT? SHELBY: One thing I’ve learned, being in business for as long as I have, is putting systems in place. That’s something we’re still working on with the studio. Admittedly, it’s very hard. We have definitely made sacrifices with our family time. We’re together a lot because we don’t do aftercare, I do pick up and drop off, and I’m with the kids most of the time. But finding really good, quality, memory- making time is harder because of the businesses. When we do get the time, we try to make it really special, put our phones away, be really present, and make sure we’re making core memories. WHAT’S ONE THING YOU WISH YOU KNEW BEFORE BECOMING A MOM OR
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