Meet Shelby Tolar | CEO of Love to Mama & all things motherhood

We had the good fortune of connecting with Shelby Tolar and we’ve shared our conversation below.

Hi Shelby, we’d love to hear about how you approach risk and risk-taking.
The word risk makes me sweat a bit and I contemplated this question for a bit. I think there’s so many LOUD voices in society that tell us to take risk and we’ll achieve great things, but we certainly aren’t promised that. Sometimes risks don’t land the way we hoped they would and that can be disillusioned and detrimental. There’s something beautiful about life allowing you to stay right where you’re at, especially when it’s in your control. Many things happen outside of our control and alter our circumstances, so to stay “comfortable” is a gift sometimes and I don’t think we should jump at calling is “complacent” or stale.
However, comfort isn’t for everyone and taking risks can unveil strengths and experiences we may not have discovered otherwise. We learn so much about ourselves in the process, and even if it doesn’t pay off the way we thought it would, that life lesson or character building is worth it in the long run. I took a huge risk after contemplating (stressing endlessly) over it and honestly not standing up for myself for several years. It was terrifying and emotionally exhausting both being there and thinking about the path this risk could take. In my situation, it wasn’t an immediate success story, but after almost a year since that leap, I can see things so much clearer. I stood up, found some self-respect and launched myself and my career into the arms of people who valued not only me but the dream of what my business could accomplish.

What should our readers know about your business?
Love to Mama was born from both personal experience and a deep calling — to nourish, educate, and hold space for mothers in the most sacred and transformative season of their lives: pregnancy, birth, and postpartum. It’s more than a business; it’s a movement. I’ve poured my heart into building workshops, classes, and community spaces that help parents feel seen, prepared, and never alone.

What sets Love to Mama apart is that it’s deeply personal and entirely holistic. We don’t just hand out checklists — we create connection, offer evidence-based education, bring in trusted providers, and build spaces where moms and families are genuinely supported. We focus on the emotional, mental, and physical layers of this journey, and I think that’s what people feel when they come through our doors — love, intention, and care.

Getting here wasn’t easy. I’ve built Love to Mama while raising babies, navigating loss, juggling homeschool, and walking through seasons of doubt. There were moments I almost gave up — but what kept me going was the mama on the other end who needed a space like this. The biggest lesson I’ve learned? Boundaries and integrity matter deeply. If you lead with heart and stay rooted in your mission, the right people will find you.

What I want the world to know is that birth and postpartum deserve reverence — and that no one should have to figure it out alone. Love to Mama is here to walk with families every step of the way.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting, you better believe we’d be doing Fort Worth right — a little luxe, a little quirky, and definitely heart-filled! I’d kick off our week with a stay or at least a meal from Zatar at Hotel Vin — it’s beautiful, moody in the best way, You can join in the crowd or get lost by the blue fireplace for a quiet convo.

We’d spend a day exploring the Stockyards — classic Fort Worth with a little cowboy flair, live music, and of course good boots and some shopping at Ariat.

On our way back, we’d absolutely eat our hearts out at Al Wadi — some of the best Mediterranean food you’ll ever have. Hummus, shawarma, and gyros galore!

Since I love a little treasure hunt, we’d carve out time for thrifting — maybe hit Montgomery Street Antique Mall or the hidden gems in the mid-cities area. And because I’m an artist at heart, we’d take in a slow morning at the Modern Art Museum or Kimbell — followed by something sweet and cozy, like lattes at Summer Moon.

Evenings? A patio with twinkle lights, maybe some live acoustic music (bonus if there’s a harmonic involved!) and time to talk about dreams, motherhood, and life. I think the best parts of any trip are equal parts adventure and rest, and that’s exactly what Fort Worth brings!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Oh, absolutely — I could never do this alone. My first and biggest shoutout goes to my husband, Matt — lovingly known as “Mr. LTM” — who has supported me in more ways than I can count, from the big dreams to the small everyday sacrifices. My two sweet girls keep me grounded and remind me daily why this work matters.

My twin sister (my Twinkie!) has always been my mirror, cheerleader, and voice of reason — she’s shown up for me in every way imaginable. And to every friend, colleague, and community member who’s let me cry on their shoulder, texted me “keep going,” bought a ticket, prayed for me, shared a post, or simply believed in what I’m building — your encouragement has been fuel.

And lastly, to my parents in heaven — who gave me 18 years of witnessing hard work, generosity, and commitment firsthand. Their legacy is a part of everything I do.

So many hearts have helped shape mine — I’m endlessly grateful.

Website: https://lovetomama.com

Instagram: @love.to.mama

Image Credits
Venue: LaunchBox Collective Fort Worth
Photography: Nicole Hendley – @storybirthdoula
Event Name: Love to Mama Postpartum Workshop 2025