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About Heart Forward

Born in a
parking lot.
Built for every mom in one.

A hat brand with a beating heart. 12 colors. 12 causes. One community of moms championing each other. A giving promise kept every December. This is why we exist.

Demi
Founder, Heart Forward
The Founder

Born in California.
Raising boys in New Hampshire.
Figuring it out everywhere in between.

I became a mother who learned that the most honest parts of this life don't happen in the big moments. They happen in the in-between.

The buckling of car seats. The dropped pacifiers. The drive-thru coffee that's cold before the first sip. And the parking lot pause — where you sit for just a second after drop-off, hands still on the wheel, heart still half in the car.

I'd look at the other moms and think: is anyone carrying what I'm carrying?

Then I thought about my closest friends. One did IVF for three years. One carried pregnancy loss in silence. One was navigating diagnoses that changed everything. And me — just trying to get my pink back after becoming a mom.

Different lives. Same quiet weight.

I kept thinking — what if, without saying a single word, we could find each other? What if there was just a glance across a parking lot that said: I see you. I understand this season.

Because motherhood isn't one story. It's every story at once. The joy, the identity shift, the grief, the becoming, the holding on. And most days, it feels invisible. Not because no one is there — but because no one can fully see what you're carrying.

That's where this started. Not with a business idea. With a feeling.

So I put the heart on the hat.
Why We Exist

The moment that
started everything.

01
We see each other every day.
Drop-off lines. Grocery store aisles. Coffee shop queues. We pass each other constantly — and we see nothing. We perform okay for an audience of strangers and drive home to carry it alone.
02
Every journey is different.
No two mothers are walking the same road. IVF. The postpartum season. A child's diagnosis. Infertility. Single parenthood. Military life. Or simply trying to find yourself again after becoming someone's everything. Different stories. Same invisible weight.
03
A silent nod changes everything.
You don't need to explain yourself. You don't need to start from the beginning. You just need one moment — one glance from someone wearing your color — that says: I know. Me too. You're not doing this alone.
04
The heart goes forward.
Every hat purchase funds your color community's year-end donation — chosen by the moms who lived it. Your hat starts a conversation. Your community keeps it going. Your vote funds a future. The heart always goes forward.
By The Numbers

What Heart Forward
looks like in practice.

12
Heart Colors
12 colors. 12 causes. 1 community.. Grief, hope, healing, identity, waiting, surviving, and becoming. One for where you are right now.
12
Private Communities
One group chat per color. Moms who are living your exact chapter. No explaining needed. You're already understood the moment you walk in.
12
Causes Funded Every Year
Every December, every color community votes on where their donation goes. Chosen by the moms who lived it. Love that goes forward, every single year.
Our Mission

To make every mom feel seen — without having to say a word.

Because sometimes you don't want to tell your whole story. You just want to feel seen. And maybe find someone carrying a heart like yours.

Find Your Color — $32
The 12 Heart Colors

Every color tells
a story.

Yellow — Anxiety
Orange — ADHD
Lt Blue — Autism
Red — Child Loss & Grief
Pink — Adoption
Yellow — Bonus Mom
White — Postpartum
Hot Pink — Flamingo
Lilac — IVF
Navy — Military
Black — Solo Mom
Rainbow — Joy of Motherhood
View Full Color Guide Build Your Hat — $32
What We Stand For

The values behind
every hat.

01
Radical Honesty
We don't do curated. We don't do filtered. We don't ask you to perform okay for anyone. The heart on the hat is an act of honesty — and we honor that in everything we build.
02
No Gatekeeping
You don't have to prove your story is hard enough. You don't have to explain yourself to anyone. You pick your color. That's it. The community is yours.
03
Community Over Content
We are not a media brand. We are not building an audience. We are building a community of women who show up for each other — in the group chat, in the parking lot, and on the hard days.
04
Love Goes Forward
Every hat funds something real. Every year, the moms who lived it decide where the money goes. Because nobody knows what a community needs better than the people inside it. The heart always goes forward.