Pivoting your creative business with Caroline Rowland

Caroline Rowland is a publisher, editor, and creative consultant. After more than a decade running 91 Magazine, she has evolved the brand to become 91 Editions, a new consultancy and publishing imprint for design-led, lifestyle books. Here, she writes with honesty about recognising when something beloved needs to evolve — not from failure or burnout, but from a deep listening to life, grief and creative instinct.

Photos by Georgia De Lotz

~

Life without change is a life less lived. Many of us fear change, yet it’s the one constant in life. As humans, we’re always evolving – ageing, learning, adapting – and that change keeps us interested, motivated and inspired. But it’s easy to get comfortable in the familiar, so sometimes we have to give ourselves a gentle push to make those changes happen.

A business is no different. It can’t stay static if it wants to grow or continue exciting the people who believe in what you do. Of course, there’s truth in the saying “If it ain’t broke, don’t fix it.” We’ve all had that brand who changed a beloved recipe or logo and it just didn’t feel right. But as I’ve recently discovered, when you know it’s time for change, it’s best to trust your gut.

A decade of growth

I’ve been running my small business, 91 Magazine, since 2011. It began as a side hustle – an online interiors and lifestyle magazine – and by 2016, things were going really well. Our readership was growing, I’d published my first book, and it felt right to take the leap into print.

The next few years went brilliantly. The magazine was stocked widely, we hosted in-person events and workshops, and even when Covid hit, we weathered the storm with online workshops and growing sales. In 2021, we celebrated by publishing a bumper 10-year anniversary edition – a real milestone.

A turning point

Things changed for me in 2022 when both my parents were diagnosed with cancer. Losing them within months of each other was the hardest experience of my life. Nothing prepares you for how grief reshapes you – it changes your perspective entirely.

Around the same time, the cost-of-living crisis hit. Everything became harder and more expensive, and everyone was feeling the pinch. Amid that turmoil, a small voice inside me began to whisper: maybe it’s time to wind down the magazine.

Friends and family encouraged me not to make rash decisions during such a difficult period, so I tried to ignore it. But after some time – and grief counselling – the thought returned. This time, I had a clearer head and began to consider the practicalities. It wasn’t just the economy making me feel this way. There were other signs too.

Recognising the signs

We were approaching our 20th issue – a lovely round number that somehow felt like a natural point to pause. I’ve always been open with our readers, so it felt important to share my thoughts early and explain the why.

The reasons were layered. Rising costs and slower sales played their part, but so did life. We’d moved to a smaller house with less storage space for magazines, and my daughter starting secondary school had shifted our family rhythms. Most of all, though, my creativity needed a reboot. I’d slipped into a production cycle that left little space for fresh ideas – something my creative soul was craving.

Managing the pivot

Once I’d made the decision (and shared it with the world!), I needed to figure out what came next. Strangely, that part came easier than I expected. After making the announcement, I received some interest from people wanting to buy the business. It was this that made me realise I couldn’t let it go. It’s been such a huge part of my life – part of my identity. So, instead, I chose to evolve it.

91 Magazine has therefore become 91 Editions, a boutique lifestyle publisher that allows me to publish my own projects, while also supporting other like-minded creatives to publish with us too. I will also offer consultancy both in publishing and small business, as well as freelance services in the practical elements of publishing – copywriting and editing, design and pictures. It means my skills can be utilised in a variety of ways on lots of different projects.

I won’t lie – it’s a scary, transitional time. Will it work? Will this new venture fly? I don’t know yet. But I do know that making a change was necessary. It’s been a carefully considered journey and a decision I haven’t taken lightly.

Whatever the future holds, I know that change will always be part of the journey. Life evolves, circumstances shift, and so do we. Whether things go as planned or not, I’ll know I followed my creative dreams – and that’s what truly matters.

If you’re feeling the same way…

Start by reflecting:

• What’s really making you feel this way?
• Could other life factors be influencing your mindset?
• Is the business struggling, or has it become overwhelming?
• Could tweaks to your processes bring fresh energy without a full pivot?
• Is it creative fulfilment you’re craving – or something deeper?
• Is this thought a fleeting one, or is it coming up every day?

Then, consider:

• If financial stability is your main concern, could part-time work bridge the gap?
• If your business is solid but you’re craving change, might evolving it be better than closing and starting over?
• Remember, building something new takes time – evolving what already exists can be gentler and faster.
• If a brand-new idea excites you, could it sit alongside your existing business as a sister venture?

My top tips for pivoting

• Talk it through. Share your thoughts with trusted friends, family, or fellow small business owners.
• Listen to your gut. Others can guide you, but you know your instincts best.
• Don’t rush. Let the niggle grow or fade before taking big action – sometimes it’s self-doubt in disguise.
• Do your homework. Once you’re sure, explore the practicalities and plan the transition carefully.

Keep your audience in the loop. You don’t have to share everything immediately, but transparency builds understanding and trust.

~