Hi there, I’m Amy, founder of the I AM store and a mum to three beautiful girls.

This journey began with a quiet moment of awareness… noticing the way I spoke to myself. As a parent, it made me pause and think about the words my children are growing up hearing, and the little inner voices that begin forming so early in life. I knew I wanted to be more intentional, not just for me, but for them too.

That’s how the I AM store came to life. A space built on gentle reminders and simple, meaningful tools to help both adults and little ones slow down, check in with themselves, and build confidence from the inside out.

I create affirmation journals, mirror affirmations, and daily reflection tools designed to nurture positive self-talk, mindfulness, and emotional awareness—for all ages. Because the way we speak to ourselves matters… and those small, daily words can shape something really powerful over time.

Thank you so much for being here and supporting something that’s been created with so much heart. I truly hope these pieces bring something special into your home, just as they were created with so much love for mine.

With Gratitude,

Amy xx