91 Magazine was launched in 2011 by founder and editor Caroline Rowland. The idea came about when Caroline felt that none of the mainstream magazines were capturing her interest any more, and she longed for a magazine that covered all aspects of creative living. She wanted beautiful homes that were attainable and oozed creativity while mixing contemporary, vintage and handmade looks effortlessly. She wanted craft and DIY projects that were modern, not twee, and that represented current trends, while also being accessible to all levels of skill. She wanted shopping tips, not only from the high street but from obscure corners of the world and the internet, so she felt she was always discovering the newest boutiques and designers. She wanted to read about creative lives and businesses that would continue to inspire her on her own journey while getting handy tips and advice. She wanted all of these things to be visually beautiful and well written. So instead of waiting for this to happen, she created 91 Magazine.