Rising Stars: Meet Caroline Mascaro of Willoughby

Today we’d like to introduce you to Caroline Mascaro

Hi Caroline, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started RWND as a passion project which quickly turned into a small business, and my beloved little shop has grown ever since. I’ve always had an appreciation & love for all things vintage (or “treasure hunting,” as I’ve always called it.) When my husband and I bought our first home a couple years ago, it became this special, creative project of mine to curate an eclectic and timeless space. A big part of this project involved sourcing fun and unique vintage homewares and styling these pieces throughout our home. With my love for interior decorating, I turned this passion into my brand, RWND Vintage, offering personalized sourcing, interior decorating advice, and expansive home decor collections.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
As with owning any business, there are of course challenges along the way. I think of all the challenges I faced, the biggest one was getting started. I’ve always had a love for vintage and creative pursuits, but never considered owning a business as a legitimate option for myself, until I stopped doubting my abilities and started committing to them. As a very type A person, I wanted to have all the specifics nailed down prior to starting RWND, which ultimately just resulted in me feeling too intimidated and overwhelmed to even begin. But really, a lot of the kinks got worked out along the way once I committed to launching RWND. I’ve learned that so many people are willing, and even feel honored, to give their business advice to support and guide new business owners. While it’s good to be prepared and have a business plan in place, I think it’s easy to get caught up in the what-if’s. The only real way to learn is by starting, and seeking support and community from those that inspire you.

Appreciate you sharing that. What else should we know about what you do?
RWND offers an array of homewares collections, specializing in Midcentury & Eclectic style pieces – focusing on trinkets, barware, art, and more. For those that love vintage but don’t enjoy the styling process, or simply just don’t have the time to dedicate to sourcing vintage pieces – I am your gal. I put in the work behind the scenes to bring you thoughtfully sourced, curated vintage decor to shop from at your fingertips. I also offer private sourcing for those that have their eye on a particular style or piece, and work with clients to provide interior decorating advice on areas throughout the home that might have them stumped.

What would you say have been one of the most important lessons you’ve learned?
In our digital age, it can feel vulnerable putting ourselves out there to engage and connect with others. Initially it felt uncomfortable to create content and build a brand as a newbie, but I’ve learned just how important it is to be authentic and build genuine relationships with my connections first and foremost. The “business-y” stuff can always get figured out along the way. At the end of the day, I’d rather gain a friend first, and their business second.

Contact Info:

• Instagram: @rwndvintage