For Ndy Ebinum, what began as a lifelong passion for cleaning has evolved into something far greater than a business. After experiencing the profound challenges of pregnancy loss and the emotional weight of navigating motherhood, she found purpose in creating a service that supports mothers when they need it most. As the founder of a postnatal cleaning service and a growing community for mums, Ndy is on a mission to ease the pressures of early motherhood through practical help, compassion and understanding. Here, she shares the personal journey behind The ASN Aurora Collective, the lessons she’s learned along the way, and her vision for changing the way mothers everywhere are supported.
The passion: What inspired you to set up your business?
Cleaning has always been a passion of mine, it’s something I’ve genuinely loved from when I was a little girl. So, when the opportunity came – starting my own cleaning business felt like the right thing to do.
I’ve been running the business for several years now – offering a range of cleaning services – but the postnatal cleaning is something different. Not only is it a newer service but it’s a service that’s personal.
The postnatal service was born earlier on this year, from one of my most defining seasons of my life.
Firstly, I’m a mother. I’m also someone who experienced unexpected pregnancy loss and in the months that followed, everything felt heavy. Keeping my space clean was physically impossible and I had never felt more alone. The messy space and the absence of the emotional support I’d thought I would have had made everything feel heavier and harder.
During this period, I kept asking myself: Surely I’m not the only one going through this? Which over time (especially whilst healing), I knew I wasn’t.
This is why I created both – not as two separate things, but as two halves to make something whole – to provide wholesome care to mothers anywhere on their motherhood journey. The postnatal cleaning service allows mothers to rest, recover and heal free from pressure, mess or expectations. The community is a safe space for mothers to express themselves without fear of judgement – a place where they can do motherhood their way.
The launch – how did you start out in the beginning?
There was no big announcement, no lengthy prep, just an idea that was constantly on replay in my head for a long time, until one evening something shifted and I made the decision to start.
My years spent cleaning had already shown me something I’ve truly believed: that a clean space is good for your mental health. But it was my own healing period that made me feel it firsthand. The physical struggle to clean my space was quietly affecting my mental health and the loneliness I felt was out of this world. The combination of the two is what made everything fall into place.
Since then, I’ve been continuously building and refining both the service and the community, because this wasn’t going to be something I launch and leave, but a movement that I’m committed to.
The innovation: what was the biggest breakthrough for you within your business?
The mindset shift – when I stopped hiding from my story to leading with it – that was the breakthrough.
I wanted the postnatal cleaning service to be different from others – not just another cleaning service. I wanted it to be from a place of ‘I’ve been there’. I know what you’re going through; I can relate.
The moment I leaned into this, everything started making more sense and then the direction became clearer. In all honesty, it feels less like running a business and more like I’ve found what I’m supposed to be doing.
Yin and yang: How do you balance work and family?
Definitely easier said than done, but I’ve learnt that balance means being intentional about the moments that matter the most and protecting them – even when life be life-ing!
A non-negotiable for me is taking my daughter away at least once a year, just the two of us. I do try and leave work behind, however the phone still comes along with us. After all, I am a CEO and Founder and some things genuinely can’t wait, but I make sure that our days are more me being present with my lil angel than productivity.
When not away, I have schedules in place, which by the way is still a work in progress. I do find myself refining the systems to better serve me, so that I show up and remain focused when needed, whether at home or in the office.
The drive: What challenges have you overcome?
The biggest challenge for me has been internal. Imposter syndrome has been real, and it has shown up more times than I can count.
The questions in my head: Am I actually doing this? Am I doing this right? What would people say (especially since I’m sharing something so tender and vulnerable)?
I then remind myself of my why: why I started this, and each time I’ve chosen to talk about it, something in me becomes a bit more confident.
Don’t get me wrong, the challenges are still there (not so much now), but they remind me of why I should keep on going and not stop, as I’ve come to understand that the fear of being seen is most times the very thing standing in my way from reaching the mothers I’ve created this movement for.
For better or worse: What are the pros and cons of running your own business?
The pros are the freedom to make my own choices – building something from my own passion and vision on my own terms. Also, the flexibility to do mum life – showing up for my daughter without having to wait to know if permission has been granted by my boss.
As for cons, not being able to share my vision with others gets lonely at times. There is also self-doubt and the consistent questioning of your every decision and whether it was the right move or not.
Hopes and dreams: What next?
I plan to continue this movement and become a household name that mothers know and trust, not just in London and Kent, but far beyond. I want mothers everywhere in the world to hear about what we do and feel like this was built for them – because it was.
For the postnatal cleans, I hope to become a recognised and recommended part of the postpartum essential, amongst midwives, doulas and postnatal professionals.
For the community, I want to continue growing it into a space where real connections are made and mothers don’t feel lonely or scared.
Follow The ASN Aurora Collective on Instagram to find out more.
