Nicole Richie talks to PEOPLE about mixing her fashion career with motherhood.

By peoplestaff225
Updated May 05, 2011 10:00 AM

When creating her fashion lines, Nicole Richie, 29, often takes style cues from her own busy lifestyle.

“I design for other mothers and busy women who do it all,” she told PEOPLE Friday while promoting her spring jewelry, clothing, shoe and sunglasses collections at Aventura Mall’s Koko & Palenki boutique in Aventura, FL.

“I know my customers have the same needs as I do. They need good, solid, easy to wear clothing and shoes that will feel good all day.”

The designer (and mom-of-two), who was wearing a peach colored vest over one of her own Winter Kate white camis and light wash denim jeans, definitely knows all about looking stylish while multi-tasking.

But between her fashion gig, raising two young children (Harlow, 3, and Sparrow, 19 months) and traveling with rocker husband Joel Madden, how does she juggle it all?

“I get up at 5:30 a.m. for some alone time to work on my designs,” she revealed. “Then I like to go back to work around 11 p.m. to sneak a little more design time into my busy day.”

Richie also draws inspiration for her creations from her every day life.

“I love to see new things in the flea markets of different cities,” she said. “Right now I am having the most fun with bold sunglasses using large frames and colored lenses with jeweled accessories like tassels behind the ears.”

For fall, Richie is introducing purple and blue ready-to wear skirts, dresses, tops and shorts along with cool handbags large enough to hold mommy and baby things.

“Seeing my ideas presented as fashion designs is so exciting to watch,” she says. “It makes all my hard work come alive.”

Linda Marx