We had the good fortune of connecting with Allie Horne and we’ve shared our conversation below.
Hi Allie, what principle do you value most?
I want parents to feel supported. This year, amidst Coronavirus I think it became even more glaringly obvious how difficult it is to be a parent. We are constantly bombarded with information and opinions and it can be overwhelming and leave parents feeling defeated. Parenthood is one of the biggest life changes we have, yet it is also something we are vastly underprepared for. There
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I am in the business of supporting parents. I recognize how difficult the transition into parenthood is how hard it is to sort through all of the noise. It’s not always a linear path, and it can feel overwhelming to try to seek advice in the land of the internet and social media. I believe that parenting is personal, and aim to be a source of individualized support, that is rooted in evidence (my Pediatric Nurse Practitioner side) and empathy (my parent side). Though moms may be the ones who seek me out the most, what sets The New Normal apart is my approach to parenting support as being for all parents. Research shows that moms shoulder the majority of the “mental load” when it comes to parenting, but I like to shift that narrative. The New Normal caters to the support team, whether that’s couples or singles, gay or straight, grandparents or au pairs, we encourage involvement by the entire team because it’s important for everyone to be on the same page. I want parents to prioritize the support they need as their children move from each age and stage. We don’t hesitate to seek counsel for many of our life changes; marriage, buying a house, career changes, yet we think parenting is something to figure out as we go. I feel the most proud when I see or hear that “aha” moment from my clients when a strategy is implemented and they see positive changes in their daily parenting lives. Parenthood is a constant evolution, and I’m here for each time you have to reestablish your individual “New Normal” through it.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Strolling the beltline is a favorite way to spend the day. Whether on foot or bike, I love how it connects our city. Atlanta is full of so many smaller neighborhoods, all with diverse offerings, and the beltline allows you to explore it all. I’d start the day at Dancing Goats Coffee at Ponce City Market, and enjoy my coffee on their outdoor patio (hopefully I’d snag one of the couch swings!). I’d hop on my bike and go for a ride through the Krog Street Tunnel, Cabbagetown, and Reynoldstown taking in all of the incredible street art along the way. Next, whether it’s enjoying the backyard atmosphere at Ladybird Grove and Mess Hall, Shopping at Ponce City Market, brunching at Parish, or doing a self-guided beer-venture at New Realm Brewery, Hop-City, or The Tap on Ponce, you can’t go wrong any place you choose to stop. On a nice day I’d find a spot at Piedmont Park to set up a blanket and enjoy the afternoon. A favorite dinner spot is Amano, just down the street from our house. It offers a close-knit neighborhood vibe with handmade pastas and delicious wine. The other best part of Atlanta is it’s rich history. Being in Old Fourth Ward we are steps from Martin Luther King’s childhood home. I’d make a day or a half day of it and pair the MLK center with the Center for Civil and Human Rights. In the 60’s, Atlanta adopted the slogan “The City too Busy to Hate” as something to aspire to during desegregation. These attractions are great reminders of where we have come from and how far we must go to earn our city slogan. Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I am lucky to have a lot of supportive people in my life. The whole idea for The New Normal was supported by my friends and family from day one. I wouldn’t have had the courage to launch the business without them, and they are who keep me going when entrepreneurial life gets tough. To be specific, my husband is a huge daily support, and honestly mentor when it comes to the ins and outs of business. I also have a group of fellow entrepreneur girlfriends and we check in with each other regularly to share ideas, wins, losses, and lessons. They are both out of state and in entirely different fields, but our weekly check-ins provide a foundation of support that is so crucial in the entrepreneurial space.
Virginia Reese Photography