Meet Rosaura & Brenda | Co-founders of The Feminine Ethos

We had the good fortune of connecting with Rosaura & Brenda and we’ve shared our conversation below.

Hi Rosaura & Brenda, we’d love to hear about how you approach risk and risk-taking.
There was a point in our lives where risk felt way too scary. For a long time, we clung to what felt safe—checking the boxes, following the “right” path, and defining success by stability. But the most transformative moments in our lives and careers have come from taking leaps before we were fully ready.

From moving in together without a detailed plan, to leaving behind secure jobs to build something that felt more aligned with our values, to launching a brand around feminine energy while still discovering what that meant for us—risk has been at the core of our journey. The moment we started naming the worst-case scenarios out loud and realizing we could survive them, everything changed.

We’ve come to see risk not as something to avoid, but as an invitation to expand. It’s what allowed us to create a life by design, to trust our intuition, and to build a brand that’s honest, soulful, and deeply rooted in purpose. Our favorite reminder is this: “Jump, and the net will appear.” Every time we’ve leapt, the support has followed—even if it didn’t look like what we expected.

Alright, so let’s move onto what keeps you busy professionally?
Our work is rooted in something very personal: we lived the burnout, the identity crises, the overachievement traps and chose to rebuild from a place of alignment. The Feminine Ethos was born from the question: What if being a woman didn’t have to look like exhaustion, over-giving, or constant performance? What if it could feel like peace, power, and presence?

What sets us apart is that we don’t just teach these values—we live them. We’ve spent the last few years unlearning the “rules” and rewriting what success looks like on our own terms. That’s why our work blends nervous system awareness, mindset deprogramming, intuitive business building, and deep emotional intelligence. Whether we’re leading a retreat, launching a product, or helping a client realign their brand, it’s all infused with intention and truth.

No, it hasn’t been easy. We’ve had to navigate financial unknowns, self-doubt, family misunderstandings, and the discomfort of choosing a slower, more intentional life in a world that values speed. But the lesson has been clear: alignment is worth it. Healing is worth it. And when we honor our energy, the right opportunities always find us.

What we want people to know is that we’re not here to be perfect—we’re here to be real. Our brand is a reflection of that. It’s a space for women to reconnect with who they are underneath the noise, and to know they’re not alone as they redefine their own version of “enough.”

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If our best friend was visiting for the week, we’d show them the slower, soul-filled side of Phoenix — the version we’ve fallen in love with.

We’d kick things off with dinner at our favorite Thai spot, Glai Baan. It’s cozy, vibrant, and every dish is phenomenal. Think cocktails, shared plates, and catching up under string lights. But we’d make sure to get a reservation in otherwise would probably still wait for over an hour, because it would be worth it.

We’d plan an early evening hike at Papago Park—the sunset views from Hole-in-the-Rock never disappoint. It’s the perfect way to feel grounded and take in the beauty of the desert.

At some point in the week, we’d slow things down with a walk through the Japanese Friendship Garden. It’s peaceful, intentional, and feels like a reset in the middle of the city.

And if the heat is a little much? We’d stroll around Arcadia with an ice cream in hand, exploring the neighborhood’s charm and just letting the day unfold.

The goal wouldn’t be to pack the itinerary but rather to create space for connection, beauty, and the kind of moments that remind us why we love it here.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
We have to start by shouting out our dear friend Esmeralda, who nominated us for this feature and has always seen us clearly. We also want to honor each other because this journey has been shaped by the courage, faith, and sisterhood we’ve shared every step of the way. To our families, who may not have always understood our choices but taught us the resilience to make them, thank you. To the women we serve through The Feminine Ethos: your stories, reflections, and trust have been our greatest source of inspiration. And lastly, to the books, teachers, and mindset tools that helped us rewire our reality—we’ll forever be grateful for those pivotal seeds that were planted.

Website: https://tfethos.com

Instagram: @tfethos

Other: Substack: https://tfethos.substack.com/