our story

It all began on June 9th, 2009, with the loss of my mother, the original #elMADRE, after a long battle with Dementia and Alzheimer's. That same year in October, my childhood best friend, Elsa, began her battle with breast cancer and left us on January 4th, 2017.

During their journeys, I made it my mission to find every available resource to help them—from Meals on Wheels and Dial a Ride to home healthcare services and mobile beauticians. This was before services like Uber, DoorDash, or Veyo existed.

Navigating through grief and seeking support of my own was overwhelming. "You don't know what you need until you're in it, and when you're in it, you're too numb to know what you need." I was numb, but I understood that “I had to feel it to heal it” and began my journey to heal. Through this, I discovered many organizations and services eager to help people through the hard times and the good times. Though not all were the right fit for me, I knew others could benefit from these resources, providing valuable services that many will undoubtedly find essential.


Our Mission
As moms, we are the glue that holds our families together. When we aren't balanced, our families aren't balanced. There is nothing wrong with seeking help. Taking on too much and neglecting self-care impacts our children the most. Remember, we are their example. Realizing that strong women often won’t ask for help, but will go and get it if we know where to look sparked my marketing brain of 30 years to create this platform focused on connecting resources to busy moms and supporting businesses and organizations with their outreach. Therefore, from a silly nickname describing a tough mom, #elMADRE was born.


Be Smart, Be Tough, Be Sexy
Don’t get stuck! Practice our attitude towards life. Be smart—control the controllable, and find the support you need. Be tough—you got this, you don’t have to do it alone. Be sexy—embrace your femininity, and celebrate the woman you are.


Join Us
Join our mission with like-minded women, browse through our divisions, attend our events, find your community, and get the support you need. Never forget—you’re smart, you’re tough, and you’re Sexy!

Belinda Knoll—Founder