There’s something stirring.

A quiet shift in how women are feeling about celebration, gifting and what it really means to be supported.

It’s not a protest. 

It’s not loud.

But it’s there; in late-night chats, voice notes, quiet moments with friends and the feeds we scroll every day.

And it sounds like this:

"I’m tired of pretending I feel celebrated when I feel invisible." 

"I’m tired of posting the #grateful photo when I’ve had to buy my own gift and organise the day." 

"I’m tired of empowerment being reduced to a morning tea, without any real support behind it." 

"I’m tired of all the energy going into the glossy moments, when it’s in the messy middle I actually need to feel seen."

As women, we’re showing up for the big calendar days; Mother’s Day, International Women’s Day, birthdays, Christmas. But many of us are feeling disconnected from how those moments are being packaged: curated, commercial, and performative.

It’s not the idea of celebration that’s the problem.  It’s the narrow way it’s been marketed to us.

The Reality Behind the Scenes

When I look around, I see women carrying so much. And what I keep hearing - what I feel - is that the glossy version of womanhood we’re sold doesn’t reflect the full story.

What about…

• The woman navigating perimenopause, quietly juggling a shifting identity, career, relationships and a body that feels unfamiliar?
• The mother of teenagers, past the baby phase but still the emotional anchor for her family?
• The single woman, showing up for her friends, her community, her career - all without fanfare or celebration?
• The woman going through divorce, grief, or rebuilding from scratch?
• The women whose strength is steady, expected and uncelebrated?

These stories don’t make it into the “gifts for her” ad campaigns.

They’re rarely part of the ‘gifting moments’ we’ve come to know.

But they are worthy of care.

They are worthy of real support.

A Shift in Gifting Culture

At We are The Helpful, we’re not just creating another gifting site.  We’re building something deeper - a destination that honours the real needs of women in every season of life.

Not just baby showers, engagements and birthdays.

But menopause gifts that say: "I see you." 

Divorce care packages that offer grounding and comfort. 

Self-care bundles for the mother of teenagers who hasn't had a moment to herself in weeks. 

Thoughtful gifts for new mums, not just the precious newborn baby. 

And gifts that help when someone’s just getting through the day.

We want to change the narrative - from gifting that performs, to gifting that holds.  Because sometimes, the most important gift isn’t something shiny.

It’s presence.

It’s relief.

It’s someone saying: “I’m here and I see you.”

Listening Is Where It Starts

This is a big ambition, and to be honest, sharing it feels a little vulnerable.

But I’m building We are The Helpful with you.  Listening to women and to the men who want to show up better too (the response has been overwhelming).

Together, we’re reimagining how we care, gift and support.

This isn’t just about creating a product.

It’s about creating a new way of being there for each other, so no one has to go it alone.  To make it easier to give, and easier to receive.  To create a space where the Self and the Sisterhood can show up, and be shown up for.

No performance required.

Join the Movement

If this resonates, I’d love for you to be part of it.

I’m currently building our research panel, so I can learn from real experiences and ensure that We are The Helpful reflects the full spectrum of womanhood; the beauty, the chaos, the quiet strength.

If you want to shape what this becomes, share your story, or simply be part of something more thoughtful, I’d love to hear from you.

Join the research panel here, or email me directly at kate@wearethehelpful.com

This is just the beginning.  And with your voice in it, we can make gifting - and support - what it was always meant to be: meaningful, real and human.