Mom Crush: Ashley La Fond, Of Space + Mind Home Organizing

As a marketing executive living in a small New York City apartment, Ashley La Fond would often get compliments on her organized, streamlined space. With a background in marketing and a passion for organizing, she decided to start her own home organizing business, Of Space + Mind, in 2018.

La Fond has since worked on more than 300 homes and businesses to design and optimize spaces including kitchens, closets, garages, basements, corporate offices, home offices and more. Her notable clients include Hannah Bronfman + Brendan Fallis, Rachel Mansfield and Cameron Oaks Rogers. Her work has been featured in Well + Good, Food & Wine, Domino, Apartment Therapy and more.

A Chatham mother of two to Hunter, 3, and Rowan, 9 months, La Fond believes that a space designed with intention makes room for creativity, productivity, relaxation and wellness. We asked her about her business, which serves clients in the New York, New Jersey and Connecticut area, her tips for staying organized at home and on the road, and how she juggles growing her business with raising young kids.

New Jersey Family: What inspired you to start your own home-organizing business? 

Ashley La Fond: Before starting Of Space + Mind I worked for a number of startups and always found myself gravitating towards roles that had an operational function. I loved finding problems and then building solutions for them. The last role I had was as head of marketing, so organizing was a huge part of my job – coordinating people, defining our brand identity, organizing events, running campaigns and helping the company design and build offices across the country.

I was living in New York City at the time, but my space was always important. I invested a lot in optimizing my tiny apartments and cared about making them functional and a place I liked to come home to. When friends came over they would make comments about how I’d transformed my apartment, how well I’d organized my kitchen or how cool my closet system was. It was in those small comments that I started to realize this was a skill and something I could offer the world.

NJF: Once you had the idea, what steps did you take to actually get it off the ground? 

AL: Once I realized that organization was my passion, the first step was building a brand that represented the way we viewed the power of organizational systems. I started doing projects for friends and family to get as much experience as I could. The learnings in these early days turned into the foundation of the processes and methodology we still use today.

NJF: A more organized home means less stress, too. But getting there is overwhelming. How do you advise people to begin when the task at hand feels so daunting? 

AL: Taking the first step in organization can be overwhelming but the hardest part is just starting. To battle this, we recommend starting with a small area of your home–something that doesn’t hold a lot of attachment for you. This way you can create some momentum and build the confidence you need to keep going! Once you see (and feel!) the impact of your work, you’ll be way more motivated to tackle other areas.

NJF: Which areas of our homes do you find are consistently the messiest and most unorganized? 

AL: High-traffic areas in homes are generally the most disorganized, usually because they don’t have a good system to begin with. If things don’t have a place, items pile up, clean up feels daunting and we end up with overwhelming clutter! We see this in kitchens and closets a lot as well as in kid spaces where there’s a constant revolving door of stuff.

NJF: Keeping closets organized is always a struggle, especially if you have a small one, and also because that’s where we all tend to hide our mess. What organizational advice do you have for those of us who have smaller closets?

AL: I started this business in New York so I know all about small closets! The key to a small space is to get creative with how you store things, and to utilize all available space. This means seeing the potential in all available space–on walls, the backs of doors, on your closet floor and vertical space above rods and shelves. We are also big fans of seasonal swaps in a small closet – so your most accessible space is preserved for the pieces you’re wearing on a day-to-day basis.

NJF: What about kitchen cabinets and pantry organization? How can we better optimize space and be able to know what we have on hand? 

AL: Kitchens and pantries are my favorite space to organize because I love to cook! The key to a great kitchen system is to think in zones. By categorizing and grouping items based on how you use them, you can create way better flow in a kitchen. In a pantry, containment is key–whether you’re decanting foods into jars or using bins or baskets–keep food groups together so you can easily find your staples, and see what you have.

NJF: The basement is such a struggle for so many of us. What’s your top tip for creating a more functional storage space in the basement?

AL: Basements are often a space where we store a lot of bulky, oversized and seasonal items, so durable shelving is the best solution to maximize storage. Basements are also prone to moisture and pests, so storage shelves help keep items up and off the floor, keeping items protected, but also easy to access.

NJF: Spring break is here and summer vacations are coming. What are some packing tips for families?

AL: My favorite way to stay organized when traveling is by using packing cubes! Invest in a set of packing cubes for each family member (pro tip: get everyone their own color!). Packing cubes help you save space in your suitcase, and make it so much easier to stay organized on the road, and when you arrive at your destination. I just took my kids to Florida and packed all of us in a different set of cubes. When we arrived, everything was already categorized so I just had to pop the cubes into drawers and we were unpacked!

NJF: What’s the work-mom life juggle been like for you? 

AL: I’ve had two children in three years while building Of Space + Mind, moving my family from Brooklyn to Chatham, and battling a pandemic. So it’s been … busy! My husband is an amazing partner, and we have a lot of help. I am a recovering perfectionist, so it’s a constant struggle to find balance and let things be good enough.

NJF: What do you love to do in NJ with your kids? 

AL: Our two favorite things are food and nature! We have a big goofy Labradoodle, so we spend a lot of time outside, working in the garden or going for long walks. If we’re not doing that, then we’re cooking, trying new restaurants, or seeking out the perfect cup of coffee. We spend a lot of weekend mornings at our favorite local diners.

NJF: What do you love about living in Chatham? 

AL: The best part of living in Chatham is the community. We moved here to be near family and have since built an amazing group of friends. We are so excited to watch our kids grow up together!

NJF: What was your proudest moment as a business owner? A moment when you knew this is what you were meant to be doing? 

AL: We are constantly evolving and learning – I am not sure if I can pinpoint a specific moment because every time we complete a project I am overwhelmed with pride. When we get feedback from clients that we’ve transformed their lives, made things easier in a life transition, or allowed them to enjoy their space more – that is when I know this is what I am meant to be doing. To us, organization is as much about spaces as it is about people.

NJF: What’s next for your business in 2023?

AL: Since we started, most of our client base has been in NYC, Brooklyn, Connecticut and the Hamptons. This year, I am focused on building out our New Jersey team and expanding our reach locally. We’re investing a lot in finding talent, and building partnerships with brands we know and love.

Read More:
Mom Crush: Dina Lucchese of Pardon My Picnic 
How Anna Ren Helps Teens Tackle Stress Through Organization