In this episode of Women in Retail Talks, Women in Retail Leadership Circle President and Co-Founder Jennifer DiPasquale interviews Jennifer Cervantes, founder and CEO of Tough as a Mother Tribe, a jewelry brand empowering women in their motherhood journey by honoring the raw, real and joyous moments. Listen in as Cervantes discusses her career background (0:47), how a difficult period in her motherhood journey inspired her to launch Tough as a Mother Tribe (2:40), and her mission to make mothers feel seen and loved through her pieces (4:50). She details the company’s theme of uniting mothers across the world (8:54), what that means for her customers and brand, and how she’s found great success with celebrity influencers (11:42).

In addition, Cervantes discusses the power of following your passion (12:50), the importance of being vulnerable as business owner and leader, and how she hopes that by sharing her motherhood story she inspires other moms to seek support (15:38). Lastly, she shares how she’s balancing the demands of running a startup business while navigating her family life (18:38), as well as what’s next for her personally and for Tough as a Mother Tribe (21:50).

Jennifer Cervantes is the founder and CEO of mom-focused jewelry brand, Tough as a Mother Tribe. A former educator, Jennifer founded Tough As A Mother Tribe to help empower and support moms on their parenting journey.

Jennifer is gifting our Women in Retail Leadership Circle community with 30 percent off any purchase at Tough as a Mother Tribe. Use code “womeninretail30” for 30 percent off your total purchase at

Date: May 4, 2021

Credits: Jennifer Cervantes

Duration: 24:18