Born from their own transformative experiences of motherhood, Ellie and Luiza are reshaping how parents prepare for birth and beyond. After seeing firsthand how many women felt unsupported, overwhelmed, or unheard during their first journeys into parenthood, they set out to create a more flexible, accessible, and deeply personalized approach to prenatal education and doula care. In this interview, they share how a chance connection turned into a creation New Birth Clubbecause pre-birth preparation is where their real strength lies and their mission is to help parents feel informed, confident and truly supported, no matter what path their birth takes.
The passion: What inspired you to create your business?
Fair? Our own births.
Becoming a mother has shown us how much childbirth can do for you – how it can shape your confidence, your parenting and how you feel when you have another baby. We both left knowing one thing: too many parents feel unprepared, unheard, or traumatized by their first experience.
We kept meeting second-time moms who desperately wanted something different next time, but didn’t know where to turn. Traditional prenatal classes felt overwhelming or irrelevant, and doula support, while incredibly valuable, often felt financially or practically out of reach.
So we created what we wish we had. Flexible evidence-based support that fits real life. Our Pick ‘n’ Mix workshops allow parents to focus on exactly what they need, without having to do everything or take a one-size-fits-all approach.
And because transformative, affordable support shouldn’t disappear when things seem complicated, we created our virtual doula service for parents navigating high-risk pregnancies or off-guideline options, offering calm, hands-on, emotionally grounded support wherever they are.
The New Birth Club exists because birth matters. And when parents feel informed, supported and truly in control, even when the birth doesn’t go according to plan, everything about the journey to parenthood can change.
The launch: How did you get started in the first place?
Like many modern love stories, it started in the DMs.
Luiza got into Ellie’s Instagram posts after noticing that they share the same ethos, values and deep passion for supporting women during the hugely transformative perinatal period. We were both already working independently as hypnobirthing and prenatal teachers and it quickly became clear that we were asking the same questions and feeling the same frustrations about the gaps in childbirth support.
A curry and a pint later, the New Birth Club was born.
What began as two women sharing ideas and experiences soon turned into a dynamic partnership. We had both seen how powerful good preparation could be, but also how many families felt unsupported when labor began or in the early days after birth. We wanted to offer something deeper, more human and more responsive to real life.
This shared vision led us to train as doulas and begin to work more closely together, bringing our combined experience, humor and honesty to everything we created. What started as DM has since grown into New Birth Club, a partnership that now supports hundreds of families through pregnancy, birth and beyond.
And when it came time to launch, we couldn’t resist doing it our way. We announced New Birth Club like a pregnancy – complete with due date – and then joked on launch day that our ‘baby’ was officially overdue. It felt like the perfect introduction to something we had given so much love, care and faith to.
Innovation: What has been the biggest breakthrough for you with your business?
Realizing that we don’t have to be in the room for our support to be truly powerful.
For a long time, working with a doula was considered something that only “counted” if you were physically present at the birth. But what we saw over and over again was that the biggest changes for families happened before labor even started.
The real work is done prenatally. It helps parents process previous births, set clear boundaries, understand their rights and learn how to navigate NHS maternity services in a way that really works for them, especially when they are high risk or making choices outside of guidelines. This preparation changes everything.
We work with many second-time parents who carry fear, doubt or unfinished business from a previous birth. When they have the space to talk, feel heard, and then prepare in a truly personalized way, something clicks. Confidence grows. Decision making becomes clearer. Birth ceases to feel like something that is happening to them.
That was the moment we realized we weren’t just offering separate services. we were creating a way to support families that is flexible, accessible and deeply effective, even remotely. And for many families, it’s this prenatal support that makes the biggest difference of all.
Yin and Yang: How do you balance work and family?
Fair? It’s a constant juggling act, and we don’t pretend we’ve cracked it perfectly.
Birth isn’t 9-5, and being on call sometimes means pulling away from our families at unexpected times. This is the hardest part. But we also feel incredibly privileged to be invited to such an important, life-changing event for other families, and that sense of purpose makes the juggler feel worthwhile.
We also intend to let our children see why this work matters. They grow up understanding that birth is important, that care and compassion count, and that supporting women through this transition is essential work. In that sense, our work becomes part of what we teach them as well.
Collaboration has changed the game. Having each other means we can share the load, tag each other in and out, and protect time with our families when needed. This teamwork not only supports us, but also benefits our clients, who gain the continuity, shared values and depth that comes from two experienced professionals working as one.
Balance for us is not about doing everything perfectly. It’s about flexibility, honesty and having each other’s backs – at home and at work.
