● ABOUT THE FOUNDER
Founder. Writer. Reluctant authority on what it means to start over after 40 — without apologizing for any of it.
Hi, I'm Amie. I built SAF for the woman I was looking for at 42.
the story
Defining Moment
For years, I read every essay, every book, every newsletter I could find about what was supposed to happen to women in midlife. Most of it bored me. Some of it patronized me. Almost none of it told the truth.
The truth was messier and louder than the wellness industry wanted to admit. The truth was that a lot of us weren't falling apart — we were finally telling the truth out loud. And we needed somewhere to do it that didn't smell like lavender and self-improvement.
"I wasn't broken. I was awake. And I was so tired of being polite about wanting more."
SAF is the brand I built because I couldn't find it. A media brand and a movement and a community for women 35-65 who are done with the small version. Done with the polite version. Done apologizing for being too much, too late, too loud, too soft, too whatever.
— How this started
The letter you'll actually open on Friday morning.
★ F*CK YEAH FRIDAYS
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