About Us
is to create supportive spaces and opportunities for women journeying through motherhood while facing systemic, economic, and social challenges.
Our Mission
is a world where every woman — and her family — defines their individual and collective futures on their own terms.
Our Vision
Our Values
Integrity
The truth matters. In our work, we prioritize being an honest and dependable resource to those we serve. We take our work seriously and pour our whole heart into advancing our purpose — demonstrating responsibility to our mission and community in all we do.
Community
Our lives, stories, and potential are all interconnected, so what we accomplish together will always be greater than what we accomplish alone. We believe in the power of connection, vulnerability, and growth in the company of others. We treat everyone with the dignity, respect, and love that we are all intrinsically worthy of.
Authenticity
Everybody has a right to be exactly who they are. We cultivate safe environments of alignment where women can honor themselves by fully being, expressing, and embracing who they are without judgment, criticism, or shame. We are courageous enough to allow others in and to meet us as we are — sharing our experiences transparently while giving and receiving meaningful support.
Collaboration
We all have something unique to offer each other and the greater good. We are an open-minded community that believes in the boundless possibility of ‘we’ because nothing is untainable when we work together. We create emotional and physical spaces that promote belonging and affirm the individual and shared truths of those around us.
Our Founder
Love + Ethos was founded by Whitney Alford, a Los Angeles native. Raised in a community of strong women, Whitney has witnessed the obstacles and hardships that women face, but most importantly, she’s been inspired by their resilience and fortitude. Her passion for empowering women is deeply rooted in her childhood and has only strengthened through her own life experiences.
Over the years, Whitney has devoted time to serving the women in her community, from donating prom dresses for students in need to teaching women and girls the art of enhancing outer beauty with makeup. Through various career opportunities and starting a family of her own, Whitney has recognized the lack of resources and support available to women, especially new mothers.
Whitney is committed to dispelling the idea that women must be strong and independent but can also succeed through openness, vulnerability, and leaning on community. With Love + Ethos, Whitney is determined to bridge this gap and provide women with the vital tools, resources, and support they need to navigate the challenges of life and motherhood.
Whitney Alford, Founder of Love + Ethos
There’s so much opportunity to empower women and yet we are often the first to be overlooked, especially if you’re a minority. Much of my career has encompassed helping women to feel seen, heard, and appreciated. I’ve recently acknowledged how this work comes from a place, deep within my lineage, with generations of women helping women and raising families together. The challenge for me has been how to utilize my own opportunities in an impactful way. I hope to be an asset to my community through my work with Love + Ethos.