About Us

We publish digital media and mobile apps that support women where they are.

Modern Women Do It All

We build businesses, innovate new technologies, represent our communities, and work alongside men in every profession. And we do it all while caring for the people we love.

That’s a lot on our plates. When we stumble under the load, we’re sold self-improvement. If we could just be a little more organized or more grateful, we wouldn’t feel so overwhelmed.

We think that narrative needs to change.

Goals

We want to revolutionize the way the economy sees women’s work. For too long, women have been expected to do it all, without acknowledging a system that undervalues their contributions to our society and our economy. We hope that by tracking, valuing, sharing, and leveraging the invisible work we do each day, we can build a better, more equitable world for everyone.

Guiding Principle

Our overarching guiding principle is to support women where they are. That requires we acknowledge our similarities and honor our differences. It means that we listen without judgment and lift up the voices of many women, especially those voices that are traditionally silenced.

History

Aileen and Felicia have been friends for a REALLY. LONG. TIME. Over 35 years. We’ve also spent a good portion of our adult lives caring for our families as stay at home moms. As our children got older, we started to talk about what came next. It felt wrong to us that the work we had done over the years wasn’t relevant to our careers. Motherhood requires tenacity, flexibility, and resilience. Why couldn’t we apply the skills we’d gained as mothers in the workplace?

Aileen

Aileen has been a somewhat stay at home mother for 23 years. She opened a coffee house while pregnant with her first son, who is now 23. She planned, designed and executed all facets with her business partner, going on to open two additional locations. She went back to college when her son was a little older and there was time and money. She earned a degree in English from Cal State LA and a year later, had her second son, who is now 6, at the age of 39. One of the highlights of her working life was her association with the Huntington Library. She left them 3 years ago to focus on her family and is now ready to join Felicia on this new journey.

Felicia

Felicia’s passion is learning. She graduated from UCSB with a degree in Sociology and went on to do marketing and publicity for scientific instrumentation. She left the paid workforce 17 years ago to be a stay at home mother to her 3 children, aged 18, 16 and 12. In addition to running her household and managing the time, activities and academics of her kids, she has served on numerous boards and organizations and has been room parent approximately 5,000 times. She now considers herself a logistics expert. Over the years, she has maintained her love for social sciences and wants nothing more than to reincarnate as a behavioral economist. She loves to read, travel and consumes podcasts with a voracious appetite. She cherishes her family and friendships above all else and considers her female friends, to be her touchstones and partners on her journey. Aileen taught her what friendship meant 33 years ago and they’re still discovering it daily on this new endeavor in their 40s.

Our Rules of Engagement

Building a safe community means being thoughtful with your words. Here are our rules for posting and commenting on our website.

Enough with the Shame

We will not tolerate, or share comments that shame a woman for their career choices, parenting choices, wardrobe choices, bodies, the food they eat, the make-up they wear, or don’t wear – you get the idea.

Be Kind to Each Other

If you read something you like, take a moment to make a positive comment, or give it a like. It feels good to be noticed and appreciated, so if you like someone’s writing, or product, or comment, or outfit, or lipstick, say something!

It’s our Party

We reserve the right to block users or turn off comments at any time, for any reason and without explanation or warning.

Be Great = No Hate

We will not tolerate racism, misogyny, homophobia, transphobia, ableism, or personal attacks of any kind on ourselves, our contributors, or members of our community.

Lighten Your Mental Load

Download Tend: Task Manager & Journal to keep track of the invisible work you do each day.