When she became a mum in 2020, Emily Mitchell experienced firsthand how undervalued motherhood is: with the focus of motherhood being the baby, when the mother needs to be held too. She is passionate about improving women’s motherhood journeys and helping them feel connected, validated and worthy. She created Motherhood Milestones to celebrate mums and remind them them how much they matter, with the hope that every milestone card sparks a conversation and positive change. Motherhood Milestones cards are magnetic and can live on the fridge, so mums can easily read the affirmation on the front of the card multiple times a day and remember just how special they are. Here Emily talks to The Natural Parent Magazine about the inspiration behind her business, how she balances work and family time, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
At my son’s first birthday party, as we were all sitting around the table singing happy birthday and celebrating him, I wondered why mothers weren’t celebrated in the same way. A child’s birthday is also the mother’s birth-day. Year after year, they both grow and change and each deserves celebration. The idea to create a birth-day card celebrating mums on their child’s birthday was born at that birthday party table. I wanted to make it easy for people to honour the anniversary of becoming a mother, acknowledge the work mothers do, and remind mums how special they are.
The launch: How did you start out in the beginning?
When I became a mum in 2020, I saw a side of motherhood that no one spoke about or prepared me for. I felt the weight of expectation around how motherhood was meant to look and feel and when my reality didn’t match, I wondered what was wrong with me. So much of what we do as mothers is invisible and when people can’t see something, it can be undervalued or silenced. I started thinking about how I could make aspects of motherhood visible through greeting cards but also supportive to mothers through the conversations that would accompany them. I wanted to flip the script from babies to mothers and honour the experiences mothers go through from pregnancy to postpartum and beyond. I decided to make my greeting cards magnetic so they can live on the fridge and not get stuck in drawers. Each card has an affirmation and image on the front because I wanted mums to have a constant reminder that they matter too. I started with three card designs which expanded to 19 and is still growing today.
The innovation: What was the biggest breakthrough for you with your business?
I had a big ahuh moment when I realised that I had created a business with products that celebrated and acknowledged mothers because it was what I needed as a new mum. I became aware of the universality of the motherhood experience and how unsupported it is in today’s modern world, where the village is all but a myth and where caring work is deemed less “valuable” than paid work. I am creating space for conversations that just don’t happen enough. I didn’t have them, so I hope now more families are talking about the reality of motherhood and that mothers aren’t buying into the perfect mother myth. I hope mothers feel less alone in their experience and know that they are as vulnerable as their babies and need to be held just as much. Each conversation that happens because of a gifted Motherhood Milestones card heals a part of my early motherhood journey that felt isolated, unsupported and overwhelming.
Yin and Yang: How do you balance work and family?
I think balancing work and family is important but equally is making time for ourselves as mothers and women. This one is a continual work in progress depending on the season of motherhood I find myself in. I think showing myself compassion during the ever-evolving balance is crucial. On the days my son is sick or needs me, obviously he is the priority, and when I am, I am. It’s important to understand our values and make choices that align with those, especially how we spend our time. It’s also important to remember that you are on your own timeline and there is no benefit to comparing yourself with someone at a different point in their journey. Honour where you are at, where you are going and why. You’ll get there when it’s right for you and so will I.
