When the pandemic took the world by storm in 2020, parenting got real scary real quick. Fear pervaded the lives of new moms and dads who were isolated and deprived of the kind of parenting support that existed during the pre-pandemic era; anxiety about children’s abilities to connect with others beyond phone screens grew and explanations for the incessant breaks from school, social play and time away from other loved ones became tiresome to hear and say.

Momfluencer, Aamirah Jano (Aamz for short), grew very familiar with the challenges of pandemic parenting, especially those that came while she was pregnant with her now second son. As her business crashed due to the pandemic, Aamz was emotionally strained during her pregnancy and almost suffered severe medical complications.

“Having a difficult pregnancy, having my company being on the verge of going bankrupt, trying to be there for my 2-year-old and just trying to cope with being in a pandemic is no joke. I gained so much weight during my pregnancy and carried heavy. My baby was also transverse up until 37 weeks which was so painful.”

“It was a struggle and sometimes as mothers, even though we are already under so much pressure, we get judged a lot on what we do with our time,” says Aamz.

 It was difficult for me to even try to work for an income as I was at home with kids. I chose to put my law career on hold to be at home with my kids and therefore run a business from home to generate an income. But now my business went bankrupt. And I felt desperate but at the same time powerless given my circumstances.

During this very moment of chaos and confusion, she found solace in the world of online parenting platforms, which grew more fundamental to parents who had never been so desperate for parenting hacks or communities to connect with. While spending time on online platforms, Aamz’ creative streak coincided with her entrepreneurial spirit and her desire to help other parents online. In effect, Mumz Luv was born, an online platform that follows Aamz’ parenting journey while offering moral support to parents.

“Because I faced so many challenges that were similar to other moms,  I found a great deal of support in the online parenting community. I felt myself wanting to help and offer support to other moms and so I created a support group and blog site. That’s how MumzLuv was created and it picked up so well. Everything fell into place and it fitted my lifestyle perfectly. I started earning an income and I took it further,” she says.

In light of her success with content creation, we decided to explore the world of momfluencing with Aamz as well as get some tips and advice for fellow parent influencers from her. Being the handy and helpful mom that she is, Aamz also shares some DIY interior design advice for parents looking zhuzh up their homes.

“Be authentically inspiring. Be Real. Be yourself. Be honest and also go easy on yourself as things can get tough & messy, but don’t give up!”

1. What are the pros and cons of mommy influencing?

I would say one of the pros is being able to have a platform to help or reach out to moms or dads and their kids and making a difference where you can. Giving back is such a great part of it. I also love seeing my kids getting excited about [influencer PR ] packages and unwrapping. One of the cons is that you have to trust that everyone wants the best for you and your kids. As a mom influencer, you’re putting yourself and your kids out there and you can only hope and pray that people mean well. It’s common to be judged by others.

It can also be hard work and very time-consuming. If you’re working with kids it’s always unpredictable even if you made plans way in advance.

2. What do you think makes you unique as a momfluencer in South Africa?

I like to keep it real and honest by trying to remind moms that it’s ok to mess up, make mistakes, or feel like you can’t get through the day. It’s ok to feel emotional or guilty, and it’s even ok to not look or feel your best! I’m just trying to support and help where I can and let other moms know they are not alone in this.

3. In your opinion, what do you think is missing from the mommy or parenting influencing world right now?

Authenticity and realness: showing that everything is not picture perfect. As a mom… it’s ok to look like s**t  most of the time. I feel that moms have a lot of pressure to look, feel, and do better without being judged. Nothing you do is ever good enough.

4. The online world can be quite toxic and taxing at times. How do you take care of your mental health as a momfluencer?

It’s important to take time off for yourself and your family. I usually make sure I take a break to be 100% present with my family and kids. You should be able to separate the online world from the real world. Have a healthy balance.

5. Any tips for parents struggling to separate their personal life and their work?

That can be unhealthy. I would say take a step back and take a break. Spend time with your family, go on a small vacation. Enjoy and embrace all the moments.

6. Do you have any tips for parents who are trying to become parent influencers?

Be authentically inspiring. Be Real. Be yourself. Be honest and also go easy on yourself as things can get tough & messy, but don’t give up!

7. Do you have any content creating hacks or tips you can share?

1. Always do your research first and also plan ahead of time.
2. It’s always helpful to create a mood/ inspo board.
3. Create and save ideas as you go along – this will save you time when the time comes.
4. Canva is a great and easy app to use for creativity.
5. Quality is better than quantity

DO IT YOURSELF WITH AAMZ

Aamz is the ultimate DIY mom. She’s currently working her DIY magic on her en suite bathroom and has some handy tips to share with parents who are redesigning or redecorating parts of their homes.