After experiencing postnatal depletion, mental health challenges and the often-overlooked identity shift that accompanies motherhood, Jodie Abraham turned her own healing journey into a mission to support other women. Today, through coaching, education and advocacy around matrescence, she is helping mothers understand that the challenges they face are not signs of failure, but part of one of life’s most profound transitions. In this interview, she shares the inspiration behind Flourish Wellbeing, the lessons she’s learned as both a mother and business owner, and why caring for mothers is just as important as caring for their children.
The passion: What inspired you to set up your business?
My business was born from my own experience of motherhood. After having my first child, I struggled deeply with postnatal depletion, mental health challenges and a loss of identity. On the outside I looked like I was coping, but internally I felt completely disconnected from myself. What surprised me most was how little we talk about this side of motherhood.
As I began to understand concepts like matrescence and the profound physical, emotional and identity shifts women experience after becoming mothers, so much started to make sense. I realised I wasn’t broken; I was going through a transition that most women are never prepared for.
That experience ignited something in me. I knew I wanted to help other mothers understand what was happening to them, feel less alone and receive the support they deserve. Flourish Wellbeing was created to give mothers a space where their health, identity and wellbeing matter just as much as the care they give everyone else
The launch: How did you start out in the beginning?
Gosh, it hasn’t been easy. The beginning was really a journey of learning and healing. I started by studying nutrition, health and wellness coaching, women’s health and hormones, and later matrescence coaching. The more I learned, the more I realised how interconnected a mother’s physical health, emotional wellbeing and identity truly are.
At first, I simply began sharing what I was learning and offering support to mothers who resonated with my story. Slowly this evolved into coaching, educational workshops and creating resources that help mothers better understand themselves during this transition.
Like many small businesses, it didn’t begin with a perfect plan and there have been many ups and downs along the way. But, it began with passion, curiosity and a genuine desire to help other women navigate motherhood with more knowledge, compassion and support than many of us received – and that’s what has kept me going.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough for me was discovering the concept of matrescence.
Matrescence describes the developmental transition a woman goes through when she becomes a mother – physically, emotionally, psychologically and socially.
Learning about matrescence completely changed the way I viewed motherhood and the struggles so many women quietly carry. Instead of seeing exhaustion, overwhelm or identity loss as personal failures, I began to understand them as natural responses to a major life transition.
Integrating this understanding into my work allowed me to support mothers in a far more compassionate and holistic way. It helped me move beyond simply offering health advice to truly helping women understand themselves, their bodies and the transformation they are going through.
Yin and Yang: How do you balance work and family?
I’m not sure I truly believe in balance. Life tends to move in seasons, and there are times when one area naturally needs more of us than another. Striving for perfect balance can actually feel quite stressful for me, so I’ve learned to allow more flexibility and fluidity between the roles I hold.
For me, it’s less about perfect balance and more about being intentional with my time and energy. There are seasons where family needs more of me and seasons where work does. I try to create clear boundaries so that when I am with my family, I can be fully present.
At the same time, my children are a big part of why I do this work, so they also remind me of the purpose behind it. Motherhood has taught me that navigating these roles with compassion and flexibility often matters far more than trying to get the balance exactly right.
