We recently had the chance to connect with Sydney Schwieters and have shared our conversation below.
Good morning Sydney, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What is a normal day like for you right now?
A “normal” day for me is honestly a bit of a moving target, and I’ve learned to embrace that. I run September Social from home while also being a full-time mom to my toddler, which is both incredibly challenging and deeply rewarding. No two days look the same over here , and that’s something I’ve made peace with.
I keep gentle pockets of structure in my days, but I don’t force myself into a rigid routine. I’ve found that both I and my business thrive when there’s flexibility. Some days I’m fully in strategy mode, client work, and creative planning, and other days I’m more present in mom mode—meeting my child where she’s at and honoring what she needs. And my clients honor that too.
What stays consistent is intention. When I show up for work, I show up fully. And when I need to step away to be a mom, I give myself permission to do that, too. That balance has become a core part of how I operate, not just in my life, but in how I run my business.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Sydney, the founder of September Social, a boutique social media studio built around intention, connection, and strategy that actually supports real humans. I started this business in 2023 from my home office after spending time in a larger agency environment and realizing I was ready to do things differently—more closely, more honestly, and without overpromising.
September Social works primarily with founder-led, wellness, creative, and lifestyle brands that want their online presence to feel aligned, thoughtful, and sustainable. I take a very hands-on, 1:1 approach with my clients, which is what truly sets the studio apart. I’m deeply involved in strategy, content creation, and execution, acting less like a traditional agency and more like an extension of my clients’ teams.
I didn’t come from a traditional marketing background, and building September Social has been a lesson in trusting myself and leading with heart. The work I’m most proud of is creating systems and content that take pressure off my clients, allowing them to show up consistently without burning out.
Right now, I’m focused on continuing to grow September Social intentionally—refining our offerings, deepening client partnerships, and proving that you don’t need to be loud or flashy online to make a meaningful impact!
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
My dad taught me the most about work. When I was younger, he used to tell me on the drive to school, “If you find something you truly love to do, you’ll never work a day in your life.”
As a business owner, I’ve learned that’s both true and not true. When you love what you do, the work doesn’t feel heavy in the same way—but it’s still real work. There are sleepless nights, constant creative thinking, and a level of effort that never really turns off.
What my dad really taught me, though, was the value of a strong work ethic. Showing up, following through, and taking real pride in what you build. That lesson has stayed with me and continues to shape how I run my business today. I would do the hard parts again and again if it meant getting to do work I love, build something of my own, and support my family from home.
If you could say one kind thing to your younger self, what would it be?
I would say thank you, and I would tell her to give herself more grace. I don’t think about my younger self as often as I should, but she carried me here. She didn’t always know what she wanted or what path she was meant to take, and she felt scared when things felt unclear. She put a lot of pressure on herself to have it all figured out.
I’d want to hug her and tell her that it’s okay not to know yet, and that trusting herself was always enough. Every uncertain step still mattered. I’m so grateful she kept going, even when she wasn’t sure where it would lead—because it led me here.
Sure, so let’s go deeper into your values and how you think. What are the biggest lies your industry tells itself?
One of the biggest lies in the social media industry is that anyone can be a social media manager. Access to education and resources is amazing—and I truly believe that—but information alone doesn’t equal experience. Buying a course and starting some freelance work does not equal building a business.
Social media management isn’t just posting content or following a formula. It requires strategy, critical thinking, adaptability, emotional intelligence, and a deep understanding of both people and business. Those things are learned through real work—through trial and error, long-term client relationships, and being willing to sit in the uncomfortable parts when things don’t work right away.
A lot of people are drawn to this industry because of the perceived income potential, but the reality is that meaningful results come from consistency, care, and grit—not shortcuts. That disconnect is why we’re seeing so many business owners hesitate to outsource or move away from large agencies in favor of 1:1 support. They want to feel heard, understood, and supported by someone who’s truly invested in their brand—not just executing a template.
At its core, this work is relational. And that part can’t be taught in a masterclass.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. If you laid down your name, role, and possessions—what would remain?
Mother.
At my core, that’s what I am. Being a mom is my purpose in this life, and everything I do—personally and professionally—flows from that. Every choice I make is rooted in building a life that supports, protects, and shows up for my child.
Contact Info:
- Website: https://www.septembersocialmedia.com
- Instagram: https://www.instagram.com/september.social/
Image Credits
Michaela Lee Photos
