Today we’d like to introduce you to Rachelle.
Hi Rachelle, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I’ve always been a creative yet goal-oriented person. Growing up, I loved painting, making art, and writing, although I was set on being a lawyer one day (that’s a story for another time!). My grandpa, who always had an incredible judge of character, used to say, “that girl is gonna do what she wants to do.” Looking back, that pretty much sums me up. I’ve always been ambitious and driven to create a life that feels true to me, even if the path looks a little different than I originally imagined.
Fun fact: I was born and raised in San Antonio, but my family moved around the city so much that I attended six different elementary schools! Despite all that moving, I’ve always been a bit of a creature of comfort who doesn’t particularly love change. I think that’s part of what makes me who I am: I’m always looking for ways to grow, try new things, and better myself, while still finding comfort in the familiar. My faith has also been a constant in my life. I still can’t fully explain some experiences I’ve had growing up that have shaped my beliefs and continue to keep me grounded.
Moving to Austin to attend the University of Texas in 2013 was a turning point. At the time, the city had such a unique energy. It still had its laid-back, college-town feel, but it was also becoming a destination for creatives, entrepreneurs, and businesses doing things differently. I loved having so much to explore, from local boutiques and new restaurants to niche events and hidden gems. It was a time when I was discovering more of my own personal style, exploring my interests, and figuring out what I wanted my life to look like.
I initially started sharing my life and interests on Instagram as a way to document the things I loved and connect with like-minded people. I’ve always had a wide range of interests and I never wanted to limit myself to just one category. As I continued sharing, I wanted a space to tell more of the stories behind my experiences, which led me to launch my blog in 2016.
Over time, my platform evolved into a broader lifestyle brand, spanning travel guides, restaurant recommendations, home renovations, personal milestones, and everyday inspiration. As my life and interests have evolved, my content has grown alongside me. I love that the brand continues to reflect who I am while allowing me to explore new creative opportunities, connect with my audience, and partner with brands that genuinely align with my lifestyle.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Not at all! As I’ve alluded to, I can be a complex person, and my ambitions and interests have evolved quite a bit over the years. After accomplishing something, the next question is usually, “Okay, what’s next?” While that mindset has pushed me to grow and pursue new opportunities, it’s also meant learning to slow down, celebrate my wins, and appreciate those efforts instead of immediately moving on to the next goal. My husband, Evan, has been such a grounding force in that regard. He reminds me to take a breath, relax, and actually enjoy the moments I work so hard for. Honestly, I’d probably be going nonstop and running myself into the ground if it weren’t for him!
Another challenge has been balancing my creative side with my desire for stability and the freedom to explore different interests. Even though I’ve always loved creating, I never wanted to put all my eggs in one basket or feel pressured to turn something I love into something I have to do. That’s one of the reasons I studied computer science in college and pursued full-time roles in tech while continuing to grow my brand on the side. Having that professional foundation has allowed me to approach content creation on my own terms, be intentional about the opportunities I pursue, and preserve the joy and creativity that inspired me to start in the first place.
It hasn’t always been easy to balance everything, manage my own expectations, and figure out what I want each season of life to look like. But I’ve learned that success doesn’t always mean doing more or chasing the next milestone. Sometimes, it means giving yourself permission to slow down, enjoy what you’ve built, and let things evolve naturally.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Outside of my full-time tech role, I create lifestyle content through my Instagram, @rachellealaine, and website, rachellealaine.com. My content spans a variety of interests, including home design and DIY projects, fashion and beauty, travel, food, and discovering unique products and local businesses.
I think what sets me apart is that I’m not trying to portray an unattainable or overly curated lifestyle. Instead, I love finding ways to romanticize everyday life, make the ordinary feel special, and share those experiences in a way that feels genuine and relatable. I enjoy introducing my audience to local businesses, sharing unique finds, and showing people how they can recreate a look or tackle a project themselves, even when it might otherwise feel out of reach.
I take a lot of pride in this work because it allows me to combine my creativity with my desire to connect with others. There’s something incredibly rewarding about having someone discover a new favorite business, try a product I’ve recommended, or share their own experience inspired by something I’ve posted. Those interactions remind me that content creation can be about so much more than sharing an aesthetic; it can bring people together through shared interests and experiences.
Ultimately, I hope to continue growing my platform into a community where people feel inspired, connected, and encouraged to find joy in their own everyday lives. I’d also love to use that platform to give back more meaningfully, support local businesses and causes I care about, and create opportunities to make a positive impact beyond social media.
How do you define success?
I think it’s easy to define success as getting from point A to point B or reaching a particular milestone, but for me, success is just as much about the journey as it is the end result. Some of the most rewarding parts of accomplishing something are looking back and recognizing all the time, effort, care, and dedication that went into making it happen. I love being able to look at something and know the story behind it, including the hard work, little details, and memories that might otherwise go unnoticed.
A recent example that really captures this for me is putting together our son’s nursery. It would have been much easier to hire a designer and contractors to bring the vision to life, but my husband and I decided to take on much of it ourselves. I was eight months pregnant, nailing wood shiplap to the wall and hand-sewing a crib mobile, all because I wanted to create something special for our son. When I look at that room now, I don’t just see the finished product; I see the time we spent creating it together, the anticipation of welcoming him, and all the love that went into every little detail. I shared a reel of the finished nursery, and I still tear up when I watch it because it represents so much more than just a project.
That’s my personal definition of success: creating a life filled with meaning, where the process is just as rewarding as the outcome. I want to look back on the things I’ve built, the goals I’ve pursued, and the memories I’ve made and know how purposeful those are. Whether it’s my career, my creative work, or my family life, success is finding fulfillment in the journey itself.
Contact Info:
- Website: https://rachellealaine.com
- Instagram: https://www.instagram.com/rachellealaine/
