It all started with a Lamaze class. Chloe Walton and Sweden Perkins, two soon-to-be moms, found themselves giggling at awkward videos as they prepped for the arrival of their first daughters.
“We were both pregnant with our first babies, both girls, and both due within a week of each other. We totally hit it off,” Chloe recalls. “Then from there, we swapped contacts and kept in touch. Our daughters were born about ten days apart.”
Their connection, and shared passion for baby fashion, quickly blossomed into a business idea. “We wanted to start our own bow business because we couldn’t find any that we loved,” says Sweden.
The pair launched Little Mint Julep, an Etsy bow shop that grew in popularity and even landed them in a few local boutiques. But as their little girls grew up, they knew it was time to wrap up the business and pursue their individual passions: Sweden would become Mrs. Tennessee, launch a podcast, and pursue content creation, and Chloe would start her own nutrition coaching business.
A podcast episode with Chloe as Sweden’s guest reignited their creative partnership. “We had so much fun on that episode,” Chloe says. “Sweden called me and asked, ‘Would you want to just start a podcast together?’”
They began recording in closets and at kitchen tables whenever their busy schedules would allow, amassing a small community of like-minded women who connected with their empowering (if not slightly chaotic) style. They navigated parenting, mental health journeys, and even a cancer scare together, in real time, always with an air of camaraderie and a touch of humor. All the while, they were showing women it was okay to embrace life wherever you may be, and that you don’t need to have it together all the time.
Podcasting forayed into social media, where they created videos offering a behind-the-scenes look at their lives and these themes. That struck a chord. Their viral content—including a series of videos about friendship and mental health —has amassed more than 166 million views. On the cusp of something great, they were ready to take things to the next level, and this month, they’re unveiling their exciting rebrand.
“Our goal is to create a supportive and empowering community of women,” Sweden shares. “We’re embracing being a little unhinged, a little chaotic, and completely unashamed of who we are.”
This January, Nonchalant with Chloe and Sweden will officially debut. The refreshed podcast will take place exclusively in the car at different locations around Franklin – their favorite place to catch up, debrief, and share a little gossip.
“It’s where girls sit before or after a night out, a workout session, or post-lunch—that’s where the real gossip happens,” Chloe says. “We’ll be talking about pop culture, health and wellness, therapy and advice, and featuring some guests.”
“Don’t worry, we’re keeping 'Friends in the Trunk,'” Sweden adds with a laugh, nodding to their former series inviting subject matter experts to pile into the trunk of their car. As a 'Friends in the Trunk' guest myself, I can verify it’s a great time.
Nonchalant also introduces new features like audience interaction – listeners can send in their questions for a monthly segment called 'Drive Thru Therapy,' where Chloe and Sweden will offer their “nonchalant” advice based on personal experience. And as for their viral Instagram account?
“The page will change to Chloe and Sweden, but expect the same quirky, chaotic content,” Chloe says. “We’re so excited about our photoshoot because we’ll be broadcasting our new colors and this concept that we are fully…”
“...fully nonchalant,” Sweden finishes with a smile.
Your neighbors-turned-influencers are creating a community that spans far beyond Franklin’s walls, all with a shared mission to lift each other up and laugh at yourself when you need to.
As the rebrand unfolds this month, follow along on their Instagram page – @chloeandsweden – for exclusive merchandise drops, giveaways, and a continued confluence of real life and laughter.
“We’re embracing being a little unhinged, a little chaotic, and completely unashamed of who we are.” - Sweden Perkins