Merch as a Mission: How Sam Hall Markets Matrescence with Welcome Mama Co

When it comes to building a brand that supports moms, Sam Hall is doing it differently.

As the founder of Welcome Mama Co., Sam is on a mission to help women feel seen, heard, and supported in every season of motherhood. What started as a personal healing journey has become a brand rooted in matrescence education, merch with a message, and emotional connection.

In a recent episode of The Consistency Corner, Sam joined Ruthie Sterrett to talk about motherhood, identity, and how she’s using intentional products to build a bridge between awareness and support.

What is Matrescence?

If you’ve never heard the term matrescence, you’re not alone. It’s the developmental transition a woman goes through as she becomes a mother—similar to adolescence, but rarely talked about.

For Sam, learning the word was a turning point. “I wasn’t broken,” she shares. “I was changing. I was becoming.” That shift in understanding helped her reclaim her motherhood story and inspired her to become a certified Seasons of Matrescence™ Educator so she could help other women do the same.

From Coach to Capsule Collections

What’s especially unique about Sam’s business is how she’s using merchandise as a middle-of-funnel tool. Her empowering monthly collections—like the “just a mom” shirt that started it all—are more than just cute apparel. They’re conversation starters and trust-builders.

“A shirt can be someone’s first step toward support,” Sam explains. “It can say ‘you’re not alone’ before they’re ready to sign up for a workshop or coaching.”

This strategy gives moms an easy, low-barrier entry point into her brand’s ecosystem—and allows Sam to lead with connection rather than conversion.

Social Media, Strategy & Showing Up

Like many mom founders, Sam has a love-hate relationship with content creation. On the podcast, she opens up about what’s worked (being real, showing up personally) and what still feels hard (running multiple accounts, staying consistent).

One big takeaway? “You don’t have to post everywhere, all the time,” Ruthie reminds us. “You just need to know what role social media plays in your business—and be intentional about how you use it.”

Whether it’s nurturing your community, amplifying a mission, or creating top-of-funnel awareness, it’s okay for your social strategy to evolve with your season.

Building a Brand That Serves Moms

Sam’s bigger vision? A matrescence-centric workplace that prioritizes motherhood and collaboration. She dreams of a future where women can build businesses within the Welcome Mama Co. ecosystem—supporting moms and supporting each other.

As Ruthie and Sam agree, when we lead with mission and community, we can market in a way that doesn’t burn us out—but builds something that truly matters.

🎧 Want to Hear More?

This episode is packed with wisdom, heart, and real talk about running a brand while raising babies and what it takes to market to moms. 

🎙 Listen to “Merch as a Mission: How Sam Hall Markets Matrescence with Welcome Mama Co.” now on your favorite podcast platform.