About The LOC
The Life Operations Co. was founded by Danielle Shoolbraid to give busy families in Summit, Short Hills, Chatham, Madison and nearby New Jersey towns real, meaningful support at home.
Why I started The LOC
Earlier this year, my husband and I were both putting in constant effort to keep our house in order, and we still weren't getting the results we wanted. Certain parts of the house were always messy, and I eventually realized it was because we'd never created good systems to make the house easy to keep clean.
Around the same time, I heard a quote from James Clear that says we fall to the level of our systems rather than rising to the level of our goals, and something clicked. I started to see our home as one big system, where one thing affects another in ways you may not initially notice.
At the office, projects are run in a coordinated, comprehensive way, with specific goals and a team that's clear on what they're trying to achieve. I couldn't stop thinking about how so many of us are managing households piece by piece and feeling stretched thin as a result. I never dreamed of being an entrepreneur, but I started The LOC because I believe parents deserve real, strategic support in their homes, not just at work.
About Danielle
Danielle Shoolbraid is the Founder & CEO of The Life Operations Co. She began her career on Capitol Hill as a legislative staffer focused on women's policy, an experience that shaped her lasting interest in how families, and working women in particular, are supported at home and at work.
Across a nearly 20-year corporate career spanning communications and talent strategy, Danielle's focus has always been on helping people reach their potential through systems and strategy. She now brings that expertise to The LOC, giving clients the structure and support they need to live a life that feels as good as it looks.
Danielle lives locally with her husband and three kids, and she spends her free time gardening, traveling to the Jersey Shore and cheering on her kids' teams from the sidelines.
Who are LOC helpers?
LOC helpers are hired for their experience, judgment and discretion, and every one is thoroughly vetted and fully background checked. With The LOC, you gain access to a full team, so you're not limited to one person's strengths, and a sick day or a vacation doesn't mean your household support disappears. We manage the team so you don't have to, which means you never deal with payment or awkward feedback conversations.
Our guiding principle is to lead with love, which means hiring people who notice what a family needs and genuinely care about getting it right, and our standard is to leave every home better than we found it. See what every engagement includes.
Why this work matters
I care about this work because I've seen how much the logistics of home life weigh on families, and especially on women. Families deserve more room for rest, for connection and for the things that make life feel meaningful. I'm determined to help every family we work with feel truly supported in building a life that feels the way they imagined it would.
Danielle Shoolbraid, Founder & CEO
Let's talk about your home
Share a little about your household and the kind of support you're looking for, and we'll be in touch to find a time to connect.