Digital Cover Story - Maria Baer: Maximizing Minimalism

Maria Baer: Maximizing Minimalism

This November, we’re exploring careers that most likely weren’t, aren’t, or won’t be listed as a potential college major–not specifically, anyway. Many of these folks have made their way to their current occupations by way of a more traditional nine-to-five, like our girl Maria Baer who is the queen of organized living and owner of The Baer Minimalist.

Baer moved to Indianapolis in 2006 and spent about a decade in a variety of traditional professions. Ultimately, she landed in a sales role where, according to Baer, “The harder you worked, the more money you made and the more stressed you became.” It was a far cry from what she remembered life looking like for her self-employed mom, who managed a smooth balance between work and family.

Reflecting on the difference, Baer knew she was ready for and needed a change: “I loved the idea of owning my schedule, being paid for my time, and really being proud of the work that I was doing. I knew there was something here with this career avenue and was lucky enough to be supported by my husband to pursue my passion as a line of work.”

Earlier this week, we sat down to talk about self-employment and getting organized. Here’s a slice of it:

Jenny Walton: So we know how you came to the self-employment path, but was there a specific moment when you realized you essentially wanted to be a professional organizer? 

Maria Baer: [Laughs.] I have been obsessed with organizing my whole life. I was the type of kid to ask for matching hangers for Christmas if that tells you anything. I always felt like there was a market for organizing, but I wasn’t confident in running a business until I spent a couple of years working for a start-up tech company. It was during that time that I realized you don’t have to have all of the answers to start a business. In fact, no one does.

JW: For a lot of folks starting their own business, sometimes explaining what you do can be a bit of a challenge. How do you explain your job to someone unfamiliar with it? 

MB: My answer has certainly evolved since starting The Baer Minimalist in 2017. With the popularity of organizing, I no longer find myself having to explain that we are somewhere between an interior designer and a house cleaning company. Organizing has begun to stand on its own, and I think that the masses have realized that having an organized home has an impact on the rest of your life.

JW: Beyond increasing familiarity with the process, has the surge in popularity of decluttering methods–I’m specifically thinking of the Marie Kondo method–affected your business?

MB: Oh gosh, I feel like the buzz around organizing just gets bigger and bigger each year. And with that, there is such a draw to the services we provide. I really see a potential need for everyone in Indianapolis to have an organizer come to their home. Whether you are moving, experiencing a life transition or have simply lived in your home for a decade or more, there is an opportunity to live with less. It is a gift to the next generation and will calm you in a way you don’t realize you might benefit from.

JW: With such easy access to these DIY guides, what’s the most common mistake you see people make when trying to organize their own spaces?

MB: Heading to our favorite store for containers before measuring. My number one tool in my organizing kit is the tape measurer. This little guy will save you so much time and money because you will purchase the correct product for your space. Also, we always edit and declutter prior to purchasing a product. With a good editing session, you will likely need fewer bins and will be able to purchase quality products for your space.

And I’ll be very honest, my house isn’t perfect–and that’s not what I’m striving for. My hope is that I can cultivate a space where my kids can create, but they can also put things away. My husband knows where to find his keys each day, and I know how to get out of the door with ease each morning. The accumulation of stuff never stops–no matter how much of a minimalist you strive to be. So the systems have to meet you where you’re at.

JW: What has been the most challenging aspect of your work? 

MB: I think the most challenging piece of this business is knowing where your services begin and end, and sticking to that. Organizing spans all areas of the home and every season of the year–and you’d be surprised how many specializations can fall into that. I’ve realized that the most important thing is to know what we do best, but also what our competitors do best. I am always willing to share the name of another organizer in town who excels at something more than we do. There is truly enough business for us all.

JW: That sounds like such a reasonable approach to setting expectations for yourself and with clients. Do you have any advice would you give to someone considering self-employment?

MB: It’s tough but so worth it. Taking a chance on yourself and your dreams is scary, but it comes with freedom and so much pride. Indianapolis is a community that truly is rooting you on, and unique ideas are celebrated–we are lucky to be here.

JW: Are there any skills or personal attributes that you believe are essential for success for anyone considering the route of self-employment?

MB: The most important thing is the never-ending drive. It can be incredibly lonely being self-employed. You find your people over time, and there are so many individuals championing you toward success, but every day you have to wake up and push. Over the last six years, I have worked so many evenings and weekends on the business side of things, because my time during the week really focuses on my clients.

JW: You’ve obviously made a lot of progress in six years. Do you spend much time thinking about what the next five to ten years will look like for your business?

MB: It’s moments like this interview where I realize that I’ve built a successful business and I have much to be proud of. I’ve weathered the start-up phase, a twin pregnancy, maternity leave, a pandemic…and yet, here we are. I feel like there is so much potential for growth, but it needs to come at the right time. I’m learning to lean into the season that I’m in, versus always pushing ahead, which is something I’ve done for nearly forty years.

My hope for the next five to ten years is to continue serving the Indianapolis community, innovate on our services like the recent launch of The Luxe Edit with Style Riot, and provide opportunities for my incredible team to have a schedule that works for their lifestyle.

A huge piece of The Baer Minimalist is “Donating + Doing Good.” I have had the privilege to create space plans for Coburn Place, The Gifted Gown, and local schools, and participate in the Annual Women’s Build through Habitat for Humanity.

Our donation guide has connected our company to countless organizations throughout the community and has given awareness to many individuals about the impact that their items can have on others. I am so passionate about driving items toward those in need throughout the Indianapolis community.

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This story was made possible thanks to the generous support of our friends at Life in Indy.