Soft Girl Co.
About Us
We're both Anchorage girls, born and raised. We actually went to school together the whole way through, from K-12. After graduation we went our separate ways for a while — Jen joined the Air Force, Amy headed to Pennsylvania for dental hygiene school. We built careers, got married, started families, and lived a lot of life. Then, after a couple of decades, we both found our way back home to Alaska. Now we work together.
Soft Girl Co. grew out of something Jen learned the hard way. A stretch of compounding stress — the kind so many ambitious women know well — eventually caught up with her in the form of autoimmune symptoms. What turned things around wasn't pushing harder; it was realigning everything: how she worked, rested, ate, and showed up for the people around her. As her life came back into balance, so did her health.
That's the heart of what we do now. We're not anti-ambition — we love a big goal. We're just done with the idea that you have to trade your wellbeing to chase it. Soft Girl Co. is our way of sharing the soft life with women who want to build something meaningful and still feel good in their bodies, their relationships, and their lives.
So we made it into something. We hope you'll join us.
Our Ethos
Where rest goes, wealth flows.
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Somewhere along the way, we all got handed the same script: hustle now, rest someday, prove you've earned the ease. We're putting that script down. Rest isn't the reward at the finish line—it's the soil everything else grows from. A rested woman thinks clearly, moves with intention, and has something left over to give. The richness follows the rest, not the other way around.
That's what Rested & Paid means. Not paid in the way the world keeps score—paid in mornings that aren't a sprint, in health you didn't have to trade away, in relationships you're actually present for. Soft Girl Co. is where that life gets a little easier to choose—together, and on purpose.