Carla Groves is the Co-Founder of GUESTPIX, a quietly scaling Australian platform that helps people collect and share photos from life’s most personal moments. From weddings and memorials to family milestones, GUESTPIX has grown to over 100,000 events globally—all without external funding. In this interview, Carla talks about building a tech business with emotional weight, working alongside her husband, and finding calm in the in-between moments of a very full life.
What does your morning routine look like, and how do you set the tone for a day that blends tech and deep emotional insight?
The unofficial starting bell of our morning is that first coffee; whoever’s up first makes it. Then it’s straight into the familiar chaos of getting our girls ready for school. Once they’re out the door, I finally get a moment to breathe and reset. That quiet space is important – it gives me time to mentally prepare for the day ahead. One small but grounding ritual I always do is call my mum or one of my sisters on the drive into work. We’re a close-knit family, and that daily check-in keeps me grounded, brings a sense of normalcy, and helps me ease into the day, when life feels like a colourful kind of chaos, moving to its own beat.
You’re building a business around life’s most personal moments—how do you stay grounded while holding space for that kind of emotional work?
It’s impossible not to be moved by the events we encounter – weddings, memorials, milestone celebrations, fundraisers – the list goes on. I try to stay connected to the privilege of that. At its core, GUESTPIX isn’t just a tech platform; it’s a vessel for emotion, memory, and meaning. Staying grounded comes from recognising that we’re in service to those moments, and to the people living them. I also lean heavily on the empathy within our team, we regularly talk about the “why” behind what we do and how we can keep improving for our customers.
What does balance look like for you as a co-founder, and how has that definition evolved since starting GUESTPIX?
Balance is a work in progress – more of a rhythm than a fixed state. In the early days, there was none. We were constantly working between parenting responsibilities, trying to build the business from the ground up with no off switch. It was relentless. But over time, we’ve evolved, and so has the business. We’ve learned to carve out more intentional space for family life, even if the lines still blur. With a growing team, we can finally catch our breath a little, though let’s be honest, there’s still no true “off” mode.
Working with your partner adds a unique dynamic—how do you create boundaries between “home” Carla and “business” Carla?
People always ask what it’s like working with my husband, and I usually laugh. We’ve found a rhythm that works for us. The fact that we work on different floors of our loft studio definitely helps! Yes, work often comes home with us, but we make a conscious effort to switch off when we can. We have two young girls, so being present with them forces a natural shift from business mode to family mode. It’s not always seamless, but it’s something we prioritise.
Are there any small rituals or tools you rely on during busy weeks to help protect your mental clarity and creativity?
I’m a night owl, so early mornings don’t come naturally to me, although I’m trying! But a consistent bedtime (even if it’s late) is non-negotiable. It helps me feel as rested and clear-headed as possible. I also rely on food – I cook most of our meals, and keeping our household nourished helps with energy and mood management for everyone. And honestly? My best ideas often come to me in the shower, that’s my quiet, creative zone.
What’s one lesson you’ve learned about resilience or burnout from scaling a business without outside funding?
It’s incredibly tough. When you’re both co-founders and partners, you’re riding the same rollercoaster – the highs, the lows, and all the unexpected twists in between. There’s no cushioning the tough days. We’ve both experienced burnout, and one of the biggest lessons has been learning to recognise it early, and giving ourselves permission to pause and reset. Another important shift was hiring before we felt “ready.” It can feel risky, but it’s often the only way to step off the ride long enough to catch your breath. The right people make all the difference when you’re building something from the ground up.
