If you’re heavily involved in the fashion blogging world, you may be familiar with this deliciously awesome mommy-daughter duo. While other moms might take their daughters to Chuck-E-Cheese or sign them up for ballet lessons, this mama Boss Babe has created a complete fashion empire around her daughter’s style aesthetic. Mama of the year award? Yeah, we think so.
Sai De Silva is the mastermind behind the chic fashion kid blog, Scout The City. While she originally started it as an Instagram account as a way to connect with her family and friends, it blossomed into the first “kids’ influencer” blog with a continuous growing audience of 122k on Instagram and around 90,000 page views per month on the site. Even though Silva’s daughter, London Scout (or Scout for short), might be the face of the blog, you can see Silva partaking in the fun adventures with her daughter as well (because who wouldn’t want to be BFFs with a mini fashion icon?) Essentially, if you want to get sartorial inspo from a pint-size 4 year old that probably has more style than we do on our pinky, then you need to check out their site.
We had the pleasure of hanging with Sai at her DUMBO apartment where we chatted about London, what her typical work day looks like, and her favorite spring trend. Meet the coolest mom in NYC, Sai De Silva.
Morning beauty ritual that you can’t live without:
I rub rose hip oil on my face after I wash it in the morning. It’s great for blemishes and it’s hydrating. It’s also great for fine lines.
Spring trend you’ve been obsessed with lately?
12 hours in NYC, where would you go?
Start at Almondine in DUMBO for amazing almond croissants then explore DUMBO and snag a few pictures of the stunning skyline. Head to Soho for a little shopping then have brunch at Bergdorfs. Afterwards I would stroll through Central Park as well as Fifth Avenue. Head back downtown to Vandal for drinks with friends then fill my belly at Carbone for dinner.
Who is your style icon?
I have so many but I would say Nicole Richie, Olivia Palermo and Elle Ferguson — a stylish chick I follow on Insta.
Favorite outfit London has ever worn?
Leather Jacket, Tutu Dress and Dr. Martens.
Any under-the-radar fashion brands you have your eye on?
I’m not sure if this particular brand is under radar, but when I was in Australia I stumbled upon a line called Fifth Label that I love.
Tell a little bit about yourself and how you started the blog Scout The City?
I consider myself to be a stylish, witty, and humorous cool mom that is pretty laid back but addicted to bulletproof coffee. I started STC exactly two years ago because I fell in love with pint-sized clothing. I had no idea that only 7 months later it would turn into my full-time career.
On Scout The City, it seems you really celebrate how important fashion is to someone’s individuality. Why do you feel fashion is vital to express one’s self and do you help pick London’s outfits or do you let her choose?
As far as I can remember, I had a thing for fashion. I would pick my outfit the day before school just in case I was running late. It was so important for me to express my personality through what I wore because it made me happy. We usually pick out outfits together but she will accessorize on her own. Dressing herself is a form of independence and expression and I think it’s important to nurture that. I always tell her that fashion is art that you can wear.
If you had to pick one designer to wear for the rest of your life, who would that be?
That’s easy, Chanel! It’s classic and timeless.
Can you tell us what a typical work day is like for you and London?
London doesn’t really have a work day since she is 4. I make things quick and fun for her or else we won’t get the shot and she won’t be happy. Every day I wake up 3 hours before her and go to bed 3 hours after her. I typically work about 10 hours a day which usually includes things such as: meetings, showroom appts, shoots, editing, graphic design, writing, emails, shopping and squeezing in a workout before she’s finished with school. After 4pm, I am on mom duty and try to give my phone a rest until she goes to sleep, unless I’m on a deadline.
Describe your ideal day off:
A Beach with:
It still hasn’t happened.
What is the creative process like when it comes to creating original content for Scout The City? Especially when it comes to sponsored content.
I do a lot of meditation before I go to bed and in the morning. It helps to clear my mind and reset every day. I am naturally creative and most things will just come to me. Other times, I walk around the city and explore, this usually gets my wheels turning.
It seemed Scout The City blew up overnight a few years ago. How did you manage that success and was it hard adjusting to that new lifestyle?
We have only been around for 24 months and it did feel like it was overnight considering it happened only 7 months in. The blog was featured on Buzzfeed which went viral for a few weeks. It was extremely overwhelming at first but now I just go with the flow.
How do you see the site growing as London grows and develops her own voice/writing style/etc?
We just started our Youtube channel so I hope that we can continue to grow on that platform and offer inspirations for moms as well as children. We will also be launching a collaborative clothing line in the fall and have some amazing partnerships that are ideal for LS no matter how old she is. I’m hoping that it will eventually turn into a destination where you can find topics and inspiration on style, hair, trends, moms, teens and kids. Basically, I can’t wait until she can start writing and developing her content. She already has great video ideas!
Any advice for future Boss Babes, especially wanting to create their own blog or business?
I would have to say, network. Just be genuine and get to know as many people as possible. Surround yourself with like minded positive individuals that genuinely want to see you succeed. Lastly, do your research to make sure you develop a blog or business that stands out and can resonate well with your readers. Word of advice, don’t compare yourself to anyone, be unique and focus on your own journey.
If you’re feeling inspired by Sai de Silva and her story, make sure you check out her and London’s blog, Scout The City to get all your sartorial inspo needs.
Photography via Vanessa Granda