A little about me. I'm a wife and mom to two incredible kids, and chief treat-giver to two dogs and one very judgmental cat. I've worked in the corporate world by day for 20+ years, starting at the bottom and working my way up. 

And by night? I'm building something that's entirely mine. 

Here's the thing nobody tells you about being a woman in midlife: You spend decades being everything to everyone. The reliable employee. The present mom. The supportive wife. The one who remembers everyone's dental appointments, coordinates carpool schedules, and somehow keeps the household running while working a full-time job.

And one day, you look up and realize... where has the time gone? I still have dreams and goals that I want to accomplish. So here I am today.

This brand is for women like me.

Women who are grateful to be here. Bold and fearless enough to do something about it. Who are finally the boss after decades of being an employee. Who are learning AI at midnight, launching businesses in our 40s +, and refusing to believe their best work is behind them.

We're building businesses while managing the many changes we go through, at this stage in a woman's life. We're praying over our plans and trusting the journey. We're setting boundaries without apology. We're claiming our time, our dreams, and our right to choose ourselves finally.

This isn't hustle culture. This isn't "boss babe" energy.

This is real women building real businesses in the margins of real life. After hours. After everyone else is asleep, with a bold cup of coffee in hand, (definitely a non-negotiable). This is our time, our time to prove to ourselves that it's not over. We're just getting started!

If you're reading this thinking "that's me".. welcome. You're exactly who these designs are for.

Every t-shirt, every sweatshirt, every design is a reminder: You're not too late. You're finally choosing yourself. And it's about damn time. I'm so glad you're here.

- Frida

Founder, Fueled by Purpose, Still Learning

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