The Art of Holding Both: A Conversation with Amanda Jane Jones
On designing your own way: her new book, Mother/Founder, and the sixty stories of women choosing differently
In my 20s, motherhood loomed like a threat to ambition. Among my circle of friends, Do you want children? really meant Are you ready to step back?
We talked about motherhood like a door closing - on agency, on ambition, on the essential parts of ourselves we'd spent years building. The math felt simple: motherhood meant subtraction.
There were exceptions. A few friends showed me glimpses of a different story, where motherhood wasn't an ending but a catalyst. Where creativity didn't die but transformed. These stories felt rare, though. Almost impossible.
So when I heard about Amanda Jane Jones's new book, "Mother/Founder," something clicked. Here was a book that refused to treat motherhood as a footnote to ambition, showing how the act of nurturing could shape and inform our creative lives in unexpected ways. Sixty different stories of women who found ways to hold both. Sixty different ways of saying: there is another way.
I named this newsletter The Art of Stretch Marks because motherhood split me into versions of myself I'm still learning to reconcile. On here, I write about those invisible changes that reshape who we are.
That’s why I am SO excited to have talked to Amanda as my first interviewee on this newsletter—the first of what I hope becomes a series.
Because while I love sharing my own stories here, I also know that reading others' stories helps me break open new possibilities of what motherhood—and modern womanhood—could be.
What it doesn't have to be.
What we get to choose.
Part I:
Meet Amanda & Her Unique POV
I discovered Amanda through her first children's book, Yum Yummy Yuck, right around the time I was pregnant with my first.
After following her on Instagram, I quickly discovered that Amanda is one of those rare individuals who has managed to evade the Internet's constant push toward neat categorization. She's been, among many other things: an expat in the Philippines, a first-time mom in Chicago, a Kinfolk Magazine co-founder, a children's book author, a graphic designer, product designer, a home-renovator-slash-warrior in Utah - all while maintaining a distinct visual voice. (See below.)
What strikes me most about her online presence isn't the carefully curated perfection we've come to expect from "mom content," but rather a creative person who is constantly making, while building a family that prioritizes creativity and adventure together. It's the kind of family life I find myself aspiring toward - not because it seems perfect, but because it feels real.
In this conversation, we explore Amanda's creative journey, from her early days at Kinfolk to her current role as author of "Mother/Founder," and how her approach to both design and family life has evolved along the way.
I have to ask - I was absolutely thrilled when I discovered you had lived in the Philippines! As someone born and raised there, with many of my readers sharing that background, I would be remiss if I didn’t ask about this: How did you end up in the Philippines? What a small world!
Such a small world! I love finding connections with new acquaintances! My husband was an intern at a microfinance company in Sorsogon. It was an amazing summer. The culture and people are so warm and welcoming. And the FOOD! I need to start making all the dishes again. I still remember a little Tagalog.
Okay, I have to admit, I did a double-take when I found out you were one of the founders of Kinfolk! It feels so different from your current style. What's the story behind your decision to leave? I can't help but wonder if this shift coincided with your journey into motherhood and the development of your more playful aesthetic. Can you connect those dots for us?
Yes! After being a part of Kinfolk for so long, 13 issues, I was ready for something new. I still love that style and enjoy designing that way, but I yearned for something more colorful that reflected more of my current life.
The Kinfolk team had changed drastically over the years, and it just wasn’t a great fit anymore. I’m so grateful for the opportunity and the experience it provided, but all good things come to an end. It was my time.
I loved reading that your kids inspired you to become an author. What was the moment or process that led to your first children's book (i.e. did you just have an idea out of the blue and pitched it to a publisher, or did it marinate for several years)? I'd be really interested to hear how your kids have influenced your creative process.
After reading book after book with your children, you start to learn what works and what doesn’t, especially with the younger kids. My kids loved books that were repetitive enough, they could memorize it and feel as if they were actually reading it.
I’m also drawn to more bold/graphic designs for kids and just started playing around with the illustrations. My husband and I collaborated on the words, and it was a hit with our kids. Then I pitched it to Kate Woodrow at Present Perfect Lit. She told me she didn’t manage children’s books, but I twisted her arm (begged!) to take me on, and we’ve been a good team ever since.
I LOVE doing children’s books. Seeing children enjoy something I wrote / created is a feeling I cherish. I still get videos from parents reading Yum Yummy Yuck to their kids and the belly laughs never disappoint. The booger page is always a crowd pleaser.
About The Book: The Creative Process
The concept of "Mother/Founder" feels both revolutionary and long overdue. What was the catalyst that made you realize this story needed to be told, and why now?
One of the questions I’m asked the most is how I started my career and sustained it over the years. [But] what works for me doesn’t work for everyone. So I knew I wanted to write something about this topic, but I also knew it would need to have a wide variety of experiences for it to work.
The idea for Mother / Founder came to me so intensely, it was one of those instances, I couldn’t stop thinking and obsessing over it until I’d started writing and designing the pitch. It was a post-pandemic world when many mothers were pushed out of the workforce, or were forced to navigate their jobs at home while simultaneously homeschooling. Flexible schedules felt more of the norm. The timing felt right as society seemed to be shifting, and mothers were realizing that in the end, most corporations didn’t have their best interests at heart.
There are 85 million mothers in America and 43% of those mothers leave their careers when they have children. We can safely assume that many, not all of course, leave because the average maternity leave is only 29 days. The standard American work schedule of 9-5 doesn’t coincide with the school hours of 8-3. Rent is also currently the same cost as full-time childcare for two kids across all 50 states. It feels like a lose-lose situation.
This is why we decided to write Mother / Founder. We wrote it to show that there are other choices you can create for yourself that bring more financial stability, more time with your family, and more joy from your career. You don’t have to be trapped.
The creative process for "Mother/Founder" spanned two years of interviews and writing. Can you take us behind the scenes? What were some unexpected challenges or joys that emerged during this long-term project?
We learned so much! I desperately want to do a second volume, so we can do it all again with what we know now. It felt like the biggest group project ever, and I’m not normally a fan of group projects.
But I genuinely loved this experience. Coordinating with everyone was probably the hardest part. Momoko Fritz, our photographer, had to fly out to LA three times! And tracking people down for interviews with Jen and working with their schedules was mad until the end. It was a great lesson in project management.
In discussing 'Mother/Founder', you described it as a book that empowers women to find solutions beyond the traditional 9-5 job, that there is room for them and their unique stories. I got so excited reading that. It feels like you're showcasing 60 different ways to flip the script on a system that wasn't built with moms in mind. I'd love to hear your favorite story or quote from the book that really captures this rebellious spirit!
Oh I love hearing that it makes you as excited as it makes me. Melinda Gates said, “If you want to lift up humanity, empower women.”
So many women confided in me a feeling of being trapped—or feeling stuck after having kids. But our book is full of women who change their narrative at various stages of parenting.
There are so many amazing quotes from the book, but some of my favorite are:
“There is no more efficient person on the planet than a mother.” Priscilla Vega, PR Vega
“Making a lot of money is nice, but the thing I’m after is time. Having time to live and time to enjoy the world you've created for yourself is where I see the most success.” Julie O’Rourke, Rudy Jude
“It felt risky to go out on my own at the time, but when I think of the whims of the economy and the volatility of our capitalist structures now, it feels riskier to believe that a corporation will take care of you.” Randi Brookman Harris
“It’s a lot easier for mamas to advocate on behalf of our kids than to stick up for ourselves, but I have to lead by example. I’ve learned how to have a voice and how to use it to lift others around me. “ - Jaycina Almond, The Tender Foundation
“Owning a business can feel so daunting, but you have to remind yourself that it’s what allows you to sit in power, and stay home with your kid when they’re sick.” - Jocelyn Guest, Due Madri
“When I had my daughter, it became clear that I really needed, wanted, and appreciated my work. I also needed, wanted and appreciated being a mom.” - Justina Blakeney, Jungalow
Your book also discusses the value of building support systems–which brings to mind the art club you have with your friend Mika Raine. Tell me more! How does it work, and what impact has it had on your creative life? I'd be interested to hear any insights you have for other mother/creatives trying to build a creative community in a new city or town (hi, it’s me).
It’s been a lifeline for me in our new city. We have a large text thread: when someone has a question about industry pricing, we share what we know. When someone has a question about technique, we share. It is a very open and collaborative group.
We meet monthly and do art together and talk about our upcoming projects. We support one another's work, and it’s been a wonderful support system for me and the other women in the group.
In one of your videos about Mother/Founder, you shared “Just me, sitting here thinking about all the times a man told me over the past 30+ years that women belong in the home, and that my education should only be used as a backup plan. I'm just really proud that I didn't listen, and did what was best for me." - This brings to mind how I think you’re setting such a beautiful example and lived experience for your daughter, Jane. Can you tell me about the ways you nurture her creativity and self-starter spirit? (I remember you posted something about her portrait experiments - that was so cool!)
I love her portraits. She has always been creating from a young age and it's been so fun for us to make things together and learn about entrepreneurship.
My son is currently working on a line of Monster lino cut prints - he calls them Miles’ Monsters. Making art with my kids is one of my favorite things.
We moved from a progressive area in Chicago to a more conservative area in Utah. I worry about the effect it will have on my kids, but then I see them standing up for friends and making pride signs and think to myself, “What great kids, they are doing alright.”
What we teach in the home is what counts, and we’re trying our best to raise kind and compassionate and aware kids.
Funny story, there was a summer camp not far up the road from us. The girls weren’t allowed to wear shorts, but the boys were. My son immediately said, “I bet a man made that rule.” They see the gender biases, even at a young age.
Based on your research and personal experience, how do you see the landscape evolving for mother/founders in the coming years? (Right now, it’s a lot of millennial moms, but what happens when more Gen Zers become moms?!?) Are there any trends or shifts you're particularly excited about, and ones you hope can eventually fizzle out?
I think we will continue to learn more as we go, and become better and better with each generation.
Many from my generation fell for the MLM business structures, that ultimately left them with a whole lot of product, debt and resentment for a company that manipulated them. I think the next generation is seeing through that. I think they’ll also be smarter about social media.
I used to share my kids online all the time, and now have deep regrets as the capabilities of AI surface and my children get older.
I think if we continue to not gatekeep and share what we know in meaningful and helpful ways, the opportunities for women will get better with time.
Part II:
Mother/Founder, Both Are True
As I was writing the questions for this interview, I keep thinking about that slash in "Mother/Founder" - not "and," as if they fit together perfectly, not "versus," as if we have to choose. Just this clean line acknowledging two realities in one space.
It made me want to ask Amanda about all the seemingly contradictory things I'm trying to hold in motherhood: pursuing ambition while sinking into caregiving’s slow moments, staying true to my creative voice while allowing myself to experience tremendous change, sharing life online while keeping some things sacred.
Her answers don't solve these tensions so much as reframe them - which, honestly, might be better.
Constant Brand/Evolving Human, Both Can Be True:
Branding often emphasizes consistency, yet personal growth and the journey of motherhood are inherently about change and evolution. For example, a founder might establish a certain professional image early in their career, only to find that it doesn't align with their values or lifestyle as they grow into motherhood. As a mother and founder, how do you navigate between maintaining a consistent professional image and allowing space for personal growth and the ever-changing nature of being human?
Maybe a brand manager would shun this idea—but I’ve learned to not worry so much about my image. I share my political views, I try to be a kind person, and engage with my community in ways that don’t show up online. I dress minimally [one day], and the next day, [I’m] covered in stripes.
When I was at Kinfolk, I very much felt in a box, and getting out of that “brand” was freeing.
I think we’re all human and make mistakes and change our minds and it’s a beautiful thing. My kids have been a big part of this feeling. They are unapologetically themselves! And that kind of confidence is infectious.
We talk about this in the book, but there is only one you! So trust your gut. When we are trying to fit into a mold, it will never feel right.
I think the best example of this from the book is Joy Cho: She’s the OG blogger powerhouse that we all know and love, but the size of her company was starting to weigh on her. She talks a lot about how she decided to downsize and the steps she took to make her work more enjoyable again.
Ambition/Stillness, Both Can Be True:
The early days of motherhood can often feel constraining, with the world seeming to shrink to the four walls around you and your child. The constant interruptions and immediate needs of a little one can abruptly cut off trains of thought or ambitious plans. This reality can feel at odds with the drive and expansive thinking often required in entrepreneurship.How do you reconcile the sometimes claustrophobic nature of early motherhood with the forward-thinking, ambitious mindset of a founder?
To be honest with you, I think it greatly depends on the person. I didn’t work very much after my first and dove into a deep depression.
I later realized that my creative endeavors and my work are what keep me mentally afloat. I need that creative outlet to be a better mother. It's almost like how exercise makes your body feel better—when I flex my creative muscles, it makes my brain feel better, and I’m a better mother for it.
Maira Kalman says in the book, “When I’m not working, my mood really plummets. I get incredibly cranky and lose all hope. There’s a sense of humor about all of this, but it would have been a very bleak life had I not been able to do my work.”
I think just like motherhood isn’t a one size fits all endeavor, neither is entrepreneurship. I think learning to understand yourself and what scenarios you thrive in is key. And learning to give yourself grace, always.
Was there a particular story from one of your interviewees where they’ve found ways to nurture their ambitions within the constraints of caregiving, or maybe where this tension reshaped their understanding of ambition itself?
Absolutely. Many women frankly had to wait until their children were grown. Claire Vivier of the iconic Clare V was one of them. She had the idea for her company for years and years before it actually came into fruition. She waited until her son was in school to dive in, and look what she’s built!
You’re never too late to follow your dream, whatever that may be.
Public Persona/Personal Boundaries, Both Can Be True:
In today's digital age, many entrepreneurs feel the pressure to be constantly visible online to build their brand. However, as a mother, there's often a desire to protect your family's privacy and maintain boundaries. For instance, some mother/founders struggle with whether to share photos of their children or keep them entirely off social media. How do you balance the need for online visibility with the desire for privacy, especially as a mother?
We’ve stopped sharing our children’s faces for safety reasons. Maybe this is naive to say, but when I first joined Instagram it felt like a kinder more friendly place than it is now. I regret sharing so much when they were younger, and we feel better about our decision to move away from the family updates.
In your research/work for "Mother/Founder", did you encounter any innovative approaches to building a brand that don't rely heavily on personal visibility online? Or any interesting ethos/approach on this?
Absolutely. Many of our older mothers were of generations pre-social media and it’s fun to read about how they networked without the internet!
The duo behind the Hyde Park School of Dance tells a story of literally walking around with a shoe box asking for donations to keep the studio afloat in the early days. Now, it’s one of Chicago’s most revered and loved dance studios on the south side. They got creative, leaned on their community for support and ended up creating a treasured establishment that is still going strong today.
Quickfire Round:
If you could create a national holiday for mother/founders, what would it celebrate and how would it be celebrated? (i.e. “Every mother/founder would/could ____” for a day)
It would be a day all women had the same rights as men, full autonomy over their bodies and freedom to live as boldly as they choose. (and a day that they could get a nap if they needed one)
What's a question about motherhood and entrepreneurship that you wish more people would ask?
Why are mothers asked how they balance it all and fathers aren’t?
What's a question you'd like to ask future readers of "Mother/Founder"
I’d want to hear which stories they felt most connected to and hear all the ideas that came to them while reading.
And because you’re a designer who’s known for your love of color, I’d be remiss if I didn’t ask you to make a color palette for where you are at the moment. Give me the HEX codes that, for you, best describe the following feelings/moments in your life:
Thank you so much for reading! Mother/Founder launches on October 29 (that’s tomorrow, if you’re reading this newsletter the day it was sent)—you can get it at pre-order prices at any of these links.
Wow! Both of the women I admired in my 20s until now that I'm in my 30s and also a Mom! Thank you for sharing this interview with Amanda Jones, Ms. Arriane. I'm a big fan of her since 2012! When she was only a Mom of one. I also love their family dynamics! I didn't know she lived in Sorsogon! I'm from Albay, by the way! So happy to know this! <3 Hoping I could also get my hands on her new book! :)