When Alice Codford became a mother, she expected change, but not invisibility. In the early months postpartum, she found herself caught between the awe of new motherhood and the quiet erasure of her identity. The fashion content she once loved no longer resonated. The media spaces she turned to felt either overly aspirational or reductive. What she craved was something that didn’t yet exist: a beautifully curated, intelligent space that celebrated the full spectrum of modern motherhood…ambition, creativity, complexity and all.
So she built it. In this conversation, Alice opens up about the moment that sparked Luminary Mothers, the realities of building a mission-led brand between naps and night feeds, and why she believes technology (when used intentionally) can be one of the most powerful tools for connection, visibility, and cultural change.
What led you to create Luminary Mothers? Was there a defining moment that made you realise this platform needed to exist?
After having my son two years ago, I felt myself becoming a completely new woman. Giving birth gave me a strength and determination I hadn’t known before, I felt more empowered than ever. But at the same time, I started to feel overlooked. It was as if I’d suddenly been placed in a box labeled just a mum, as though I couldn’t also be ambitious, creative, or driven while caring for a child.
I’ve always loved magazines and followed fashion accounts on Instagram, but after becoming a mother, I felt they no longer spoke to me. I remember picking up an issue of British VOGUE three months postpartum and thinking, I don’t relate to many of the women in these pages anymore. I wished I could scroll through a space that combined fashion edits, thoughtful essays, and inspiring interviews, but through the lens of modern motherhood.
I remember thinking, Wouldn’t it be funny if that was my next move? And then I realised, it absolutely should be! That moment sparked the creation of Luminary Mothers: a platform that celebrates the multifaceted identity of mothers, and recognises motherhood not as a limitation, but as a deeper, richer dimension of identity.
How has your own experience of motherhood shaped the vision and values behind the brand?
Motherhood has shaped every part of the brand, because it reshaped me. It taught me how complex and expansive womanhood really is. It also made me far more discerning: with my time, with my energy, and with the narratives I choose to engage with.
I’ve been an entrepreneur for several years. Before having a baby, I started two businesses and was always drawn to bold, brilliant women founders. Since I was young, my idol has been Estée Lauder, who built a billion-dollar empire while raising a family. Her story, and those of countless other women, have always fuelled me.
After becoming a mother myself, I felt even more connected to that lineage of women who created not in spite of motherhood, but alongside it. I wanted Luminary Mothers to carry that message forward, to show that women can continue to build things that are meaningful, powerful, and deeply fulfilling.
At its core, the brand stands for the idea that motherhood isn’t an interruption to ambition, it can be its greatest refinement.
What gaps did you notice in support for mothers that you felt compelled to address through Luminary Mothers?
One of the biggest gaps I noticed was in cultural representation, how motherhood is seen, spoken about, and reflected back to us. So much of what’s out there either idealises motherhood or reduces it to chaos and survival, and negativity. But where was the space for complexity? For creativity? For ambition?
I wanted to create something that speaks to the in-between, the woman navigating motherhood while still caring deeply about her personal identity, style, work, and inner world. Not just parenting advice or baby products, but thought-led content that reflects who she is as a whole person.
I also felt there was a lack of aspirational space that didn’t feel out of reach. Something beautiful, intelligent, and emotionally grounded. That’s what Luminary Mothers sets out to be: a space where mothers feel seen not just for what they do, but for who they are becoming.
Building a community around motherhood can be deeply emotional. How do you balance storytelling with support and practical advice?
When I set out to create Luminary Mothers, I didn’t want it to be another space focused solely on parenting advice, pregnancy, or postpartum discussions. Instead, I wanted to shine a light on the inspiring ideas and creative energy women bring to motherhood, what they are building, imagining, and achieving during this unique phase of life.
I also wanted the platform to inform women intelligently about the things that matter to them beyond motherhood, whether it’s business, culture, fashion, and tech, so that they can stay connected to their wider ambitions and passions.
What role does technology play in how you’re connecting, supporting, and empowering mothers today?
Technology plays such a vital role! It’s how we reach mothers where they are, in real time, in their real lives. Whether it’s through our digital platform, social channels, or newsletters, we’re using tech to create content that feels intimate and intentional.
For so many mothers, especially in the early stages, life can feel isolating. But technology allows us to build a sense of connection, of being part of something larger. It’s how we share stories, ideas, and beautiful visuals that spark inspiration and make mothers feel seen.
What I find truly empowering is that Luminary Mothers can exist because of technology. As a digital media platform, it’s accessible to women anytime, anywhere. I often check the site analytics and see that someone in London was reading the platform this morning, followed by a reader in Australia, then Germany, the U.S., Sweden, Hong Kong, Italy, India… It’s wild, in the best way! It reminds me that we’re building something borderless.
Without social media and digital publishing tools, how could a community like this exist so widely and so organically? It’s one of the most exciting things about building a modern brand: we’re not confined by geography. We’re able to speak to a global generation of mothers who are curious, creative, and connected, no matter where they are in the world.
What have been some of the biggest lessons you’ve learned as a founder—particularly in a space that’s so personal?
The biggest lesson I’ve learned as a founder, especially in a space so deeply personal, is that while every mother’s life looks different, the struggles we face often echo each other. Whether it’s the juggling act, the constant balancing of roles, or those quiet moments of doubt and overwhelm, there’s a shared experience at the heart of motherhood.
That shared experience is profoundly comforting. It reminds us that none of us are truly alone in this journey, and it underscores the importance of creating honest, authentic spaces where women can connect.
Building Luminary Mothers has taught me that vulnerability is essential. Being open about the complexities, the beauty and the messiness alike, builds trust and fosters community. At the same time, I’ve learned the importance of boundaries. When your work is so intertwined with your identity and family life, protecting your own wellbeing becomes a radical act of self-care.
Ultimately, this journey has shown me that powerful brands are not just about products or platforms, but about shared values, genuine connection, and compassion for ourselves and each other.
Has anything surprised you about the community that’s grown around Luminary Mothers. Have there been any moments that really stuck with you?
When I first launched Luminary Mothers and announced it, I was genuinely taken aback by how many women reached out to say, This is the platform I’ve been waiting for. Hearing that so many women felt seen (finally!) was deeply moving.
Since then, there have been countless moments that have stayed with me. Recently, I’ve received emails and messages from readers sharing how much they appreciate the platform and the content, that something they read, whether an interview or a thought piece, truly inspired them.
Those moments are incredible reminders of what inspired me to create this platform in the first place. They make me proud that the vision and messaging behind the platform has resonated and created a space where modern motherhood is celebrated with honesty, depth, and style.
How do you navigate being both a founder and a mother?
Right now, I’d be lying if I said balance exists, it doesn’t. The juggle is very real, and often wild. But I’m deeply grateful for this season of life. Before becoming a mother, there were times I felt a bit untethered, unsure of my direction. But now, I’ve never felt more grounded.
I often think about something Emma Grede has said, that “you can’t have it all“, at least not all at once. That idea really resonates with me. My priority right now is spending time with my son. And second to that, it’s building Luminary Mothers.
I try to give him my full presence during the day, and then once he naps or goes to bed, I shift into work mode, answering emails, editing content, coding the site, and planning ahead. It’s not unusual for me to be working into the early hours of the morning. I actually do my best work then, when the house is still and there are no distractions.
I don’t have much space in my life for anything beyond that right now and I’m completely at peace with that. Letting go of unnecessary expectations has made me feel far less stressed.
It’s not easy being both a founder and a mother. But every woman is different, every rhythm is different and I truly believe we each have to define success and balance on our own terms.
What advice would you give to other women trying to build mission-led businesses while managing parenthood?
My best advice to any woman who feels a pull to create something is simple: just start.
There’s rarely a perfect moment. From my experience of starting businesses, I’ve learned that waiting until everything feels ready usually means waiting forever. The best thing you can do is begin with the seed of an idea and allow it to grow from there. In fact, in most cases, it’s not about launching something perfect. It’s about showing up with intention, building as you go, and learning along the way.
I began building Luminary Mothers during a particularly hectic time at home. Sleep-deprived, navigating the realities of new parenthood, and working around chaotic, shifting schedules, I remember wondering, how can I possibly do this now? But I did. And I’m so glad I did. Creating something that felt meaningful gave me so much back. It grounded me and reminded me of who I am beyond the day-to-day demands, and what I am capable of.
The other thing I always say is to do what works for you. I love looking to other women for inspiration, but I’ve learned to admire what they’ve created, rather than compare what they have. That distinction matters.
Every founder’s life looks different. Every parent’s life looks different. So rather than comparing, I choose to celebrate other women’s wins and learn from their challenges too. If someone else can build something powerful while juggling motherhood and everything in between, it’s not a reason to feel behind. It’s proof that it’s possible.
Looking ahead, what are your hopes for the future of Luminary Mothers?
Luminary Mothers is a start-up digital media brand, but one with a growing global readership and a clear sense of purpose. Every day, women from all corners of the world engage with the platform, and that global connection forms a powerful foundation.
Looking ahead, I’m committed to expanding Luminary Mothers’ reach even further, creating space for more women worldwide to share their stories, find inspiration, and connect across cultures. Because ultimately, what transcends here is motherhood, and that’s why I created this platform.
There are so many directions it can grow, and I’m quietly excited to explore those possibilities in time. This is just the beginning.
