For Ndy Ebinum, what started as a lifelong passion for cleaning has grown into something much bigger than a business. After experiencing the profound challenges of pregnancy loss and the emotional toll of navigating motherhood, she found purpose in creating a service that supports mothers when they need it most. As the founder of a postpartum cleaning service and growing community for mothers, Ndy is on a mission to reduce the stresses of early motherhood through practical help, compassion and understanding. Here, she shares the personal journey behind her The ASN Aurora Collectivethe lessons she learned along the way and her vision to change the way mothers everywhere are supported.
The passion: What inspired you to create your business?
Cleaning has always been a passion of mine, it’s something I’ve really enjoyed since I was a little girl. So when the opportunity came – starting my own cleaning business felt like the right thing to do.
I have been running the business for several years – offering a range of cleaning services – but postnatal cleaning is something different. It is not only a newer service, but it is a service that is personal.
The postnatal service was born earlier this year from one of the most defining periods of my life.
First, I am a mother. I am also someone who experienced an unexpected pregnancy loss and in the months that followed, everything was heavy. Keeping my space clean was physically impossible and I had never felt more alone. The cluttered space and the absence of the emotional support I thought I would have made everything feel heavier and more difficult.
During this time, I kept asking myself: Surely I’m not the only one going through this? Which over time (especially during treatment), I knew I wasn’t.
That’s why I created both – not as two separate things, but as two halves to make something complete – to provide healthy care to mothers anywhere on the motherhood journey. Our postpartum cleaning service allows mothers to rest, recover and heal without pressure, chaos or expectation. The community is a safe space for mothers to express themselves without fear of judgment – a place where they can do motherhood their own way.
The launch – how did you get started in the first place?
There was no big announcement, no long preparation, just an idea that was constantly on repeat in my head for a long time, until one afternoon something changed and I made the decision to start.
My years spent cleaning had already shown me something I truly believed: that a clean space is good for your mental health. But it was my own healing period that made me feel it firsthand. The physical struggle to clean my space was quietly affecting my mental health and the loneliness I felt was out of this world. The combination of the two is what made everything fall into place.
Since then, I’ve been constantly building and improving both the service and the community, because this wasn’t going to be something I started and left, but a movement I’m committed to.
Innovation: what was the biggest breakthrough for you in your business?
The mindset shift – when I stopped hiding from my leadership history with her – that was the breakthrough.
I wanted the postpartum cleaning service to be different from the others – not just another cleaning service. I wanted it to be from a “I’ve been there” part. I know what you are going through. i can relate.
The moment I leaned into it, everything started to make more sense and then the direction became clearer. In all honesty, it’s less like running a business and more like I’ve found what I’m supposed to be doing.
Yin and Yang: How do you balance work and family?
It’s definitely easier said than done, but I’ve learned that balance means being intentional about the moments that matter most and protecting them – even when life is hectic!
A non-negotiable for me is to take my daughter at least once a year, just the two of us. I’m trying to leave work behind, yet the phone still comes with us. After all, I’m a CEO and Founder and some things really can’t wait, but I make sure I’m more present with my angel than productivity.
When I’m not away, I have schedules, which by the way are still a work in progress. I find myself fine-tuning systems to better serve me so I can show up and stay focused when I need to, whether at home or in the office.
The move: What challenges have you overcome?
The biggest challenge for me was internal. Impostor syndrome was real and has occurred more times than I can count.
The questions on my mind: Am I really doing this? Am I doing it right? What would people say (especially since I’m sharing something so tender and vulnerable)?
Then I remind myself why: why I started it, and every time I choose to talk about it, something inside me becomes a little more certain.
Don’t get me wrong, the challenges are still there (not so much now), but they remind me why I have to keep going and not stop, as I’ve realized that the fear of being seen is more often than not the same thing that stops me from reaching the mothers I created this movement for.
For better or worse: What are the pros and cons of running your own business?
The advantages are the freedom to make my own choices – building something out of my own passion and vision on my own terms. Also, the flexibility to do the mom life – show up for my daughter without having to wait to find out if permission has been given by my boss.
As for the cons, not being able to share my vision with others feels lonely at times. There is also self-doubt and constantly questioning your every decision and whether it was the right move or not.
Hopes and Dreams: What Next?
I plan to continue this movement and become a household name that mothers know and trust, not only in London and Kent, but far beyond. I want mothers all over the world to hear about what we do and feel like this was made for them – because it was.
For postpartum cleanses, I hope to become a recognized and recommended part of the postpartum essential among midwives, doulas, and postpartum professionals.
For the community, I want to continue to grow it into a space where real connections are made and mothers don’t feel alone or afraid.
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