Tend was born out of our shared frustration with the state of birth in America.
After her own transformative pregnancy journey, Tamara began to research the history of birth across cultures and write a book about it. She called in Sophia, who was thinking about getting pregnant, to help dream up what the book could be. Together, they realized a shared calling to offer grounded, affirming, and spiritually nourishing content to others.
Tend is what we wish we'd had during our pregnancies—a sentiment we hear echoed by countless women. We hope you feel seen, supported, and celebrated on your unique journey. We hope you feel invited more deeply into your body, your wisdom, and your relationship with life.
Tamara & Sophia
COMMUNITY is essential
CONNECTION is inextricable
ANCIENT WISDOM is emergent
DIVERSITY is abundance
AWE is an invitation
Tamara is a mother, wife, and lifelong student of the sacred. She has spent the past decade partnering with CEOs and nonprofit executives to build values-driven startups that embody bold visions for a better world. As an editor and creative writer, she has contributed to the success of almost a dozen books including Most Likely To Succeed, What School Could Be, and The Lion Tracker's Guide to Life.
Inspired by her own experiences of pregnancy and birth, Tamara spent three years researching the history of birth across cultures and collecting stories from friends, elders, wisdom keepers, and midwives. These collective insights inspired her to co-found Tend as a way to invite more people into the wisdom of their bodies and the transformative potential of birth.
Tamara holds a Masters in Humanities from New York University and is a KRI-certified instructor of Kundalini Yoga. When not creating for Tend, you can find her singing, tending her garden, and connecting with the keepers of ancient wisdom across the globe. She currently lives in the Hudson Valley with her husband and two young children.
Sophia (she/her) is a mother, ritualist, and believer in the sacred power of life's transitions. Sophia supports bringing the vision of Tend to life by leading strategic planning, finance, and operations. She has spent the past 15 years working with paradigm-shifting social entrepreneurs as an operator and investor. Sophia is the Founding General Partner of Rites Ventures, the only fund in the world dedicated to investing in underrepresented, early-stage founders who are innovating rites of passage to support modern women.
Sophia lives in Durham, North Carolina, with her husband and young son. She is a passionate advocate for home birth, birth equity, and culturally appropriate care. She is currently advising the team behind the Southeast's first Black-led, scalable network of community birth and health centers. Sophia is the founding board Vice Chair of At The Well, an international organization of women's circles, and an advisor to a half dozen early-stage companies around the world.
Our work is grounded and inspired by the many elders, wisdom keepers, relatives, and midwives who have held us in our own journeys and who have worked for generations to protect and embody women's sovereignty and wisdom.
We are especially grateful to our Wisdom Council for their insights, encouragement, collaboration, and example which tends the ground for us and for future generations.