I didn’t arrive here by accident. I built Fertility Framework because it was desperately needed, for people like me, who’ve walked this path and know how brutal it can be.

My own fertility journey has spanned more than 15 years and included almost everything in the book: stage four endometriosis, an ectopic pregnancy, 10 rounds of IVF, egg and sperm donation, miscarriage, and eventually becoming a mum through embryo donation. Each chapter carried its own heartbreak and hope, and it gave me a deep understanding of the resilience this road demands.

Before this, I worked in the corporate fashion world. I learned quickly how little space and support there was for women navigating fertility struggles in high-pressure workplaces. It was isolating, and it showed me how desperately change was needed, not only in the fertility industry itself, but also in how we support people through it.

That’s why I created Fertility Framework: a place where no one has to go through this alone.

What I Offer

• One-on-One Fertility Coaching — personalised support wherever you are in your journey, from cycle tracking to IVF decision-making, navigating donors, or making sense of setbacks.

• Corporate Training & Consulting — working with organisations to create policies and environments that actually support employees going through fertility treatment, pregnancy loss, or family building.

And because fertility is never just medical, it’s deeply emotional, I’m proud to have my sister, Rachel Johns, as Fertility Framework’s in-house psychotherapist. Rachel offers one-on-one psychotherapy for those who need a safe space to process the emotional toll of fertility challenges.

Together, we provide lived experience, professional therapeutic care, compassionate support, and actionable strategies, so you can move forward with more clarity, more understanding, fewer regrets, and the strength to navigate your path to parenthood on your own terms.