Welcome to a creative, cheeky, heart-led home for modern midlife women.
For real women building real lives - with chaos, confidence, and a little magic.
Gifts, tools, stories, and support for women rewriting their next chapter.
Tools for Your Next Chapter
The Beginner TikTok Guide for Midlife Women eBook
Learn how to show up online with confidence, clarity, and creativity - without the overwhelm.
Free Workbook:
The AI-Ready SEO Starter Kit
Learn how to make your brand visible, credible, and AI-ready - without the jargon.
From our Family Swear Jar Game to sassy mugs and midlife magic - we turn motherhood’s madness into laughter.
FEATURED PRODUCT
The Family Swear Jar Game
Because parenting is hard enough without the guilt trip.
This hilarious, habit-shifting game is all about encouraging better behaviour (from everyone, not just the kids) in a fun, non-judgy way.
Whether it’s swearing, interrupting, screen time meltdowns, or selective hearing, this game brings the whole family together with laughs, accountability, and just a little bit of friendly chaos.
Real Families. Real Results. ⭐️⭐️⭐️⭐️⭐️
"Fun to play, full of laughs on our Sunday night check-ins. I love how customisable the game is, allowing for flexibility within rules and game play to suit your family. Highly recommend!"
- Sara W, NSW
Shop Mugs
That Match Your Mood (and Your Mouth).
Small-batch mugs made for every mood, every sip, and every shade of sass.
Swear Jar Mama™ is the cheeky side of The Mama Assembly™ .
Unapologetic mugs, games, and gifts for mums who tell it like it is.
All Mugs | Swear Jar Mama™
All Mugs | Swear Jar Mama™
BookTok Mugs | Swear Jar Mama™
BookTok Mugs | Swear Jar Mama™
Funny Neon Mugs | Swear Jar Mama™
Funny Neon Mugs | Swear Jar Mama™
Quirky Animal Mugs | Swear Jar Mama™
Quirky Animal Mugs | Swear Jar Mama™
The Matriarch Mix | Swear Jar Mama™
The Matriarch Mix | Swear Jar Mama™
Yes/No Mugs | Swear Jar Mama™
Yes/No Mugs | Swear Jar Mama™
Shop the Momentum Mama Collection
Momentum Mama™ is where caffeine meets confidence.
Wellness, mindset, and activewear for women in their 40s and beyond.
28-Day Fitness & Mindset Challenge eBook for Women Over 40 – Momentum Mama™
Pickup currently not available
Real Talk Starts Here👇
No Filter Fridays
blog
no filter fridays
Real talk on mum life, midlife & reinvention - served with caffeine and honesty.
Author: Gill Townsend
The latest from No Filter Fridays...
Somehow I Became “G” | Season #2, Issue 6
A TikTok Live gone wrong, a midlife reinvention in motion, a printer out of ink — and somehow I walked away with a new title: “G.” Here’s what really happened,...
👉Somehow I Became “G” | Season #2, Issue 6
👉Somehow I Became “G” | Season #2, Issue 6
|Gill Townsend
The Mama Edit
blog
the mama edit
Real stories, relatable reads, and honest conversations about motherhood, mindset, and the messy middle, served with heart, humour, and zero filters.
For women balancing life’s chaos and creativity, rediscovering themselves beyond the labels, and finding calm in the beautiful mess.
Author: Gill Townsend
The latest from The Mama Edit...
What Slows Us Down – Part 2: Systems Not Built For Us
Some systems just weren’t built for modern life — or for mums trying to do it all. From rigid hours to invisible barriers, here’s why so many of us feel...
👉What Slows Us Down – Part 2: Systems Not Built For Us
👉What Slows Us Down – Part 2: Systems Not Built For Us
|Gill Townsend
The Mama Assembly™ Ethos
"Every product here tells the truth you’re too tired to say out loud. Designed to make you laugh, feel seen, and survive the chaos, one mug, tee, or moment at a time."
REAL WOMEN. REAL STORIES. REAL PRODUCTS.
Created with honesty, humour, and heart - because life’s messy, and that’s where the magic is.
DESIGNED WITH PURPOSE, NOT PRESSURE.
Everything I make solves a real problem - with clarity, creativity, and zero overwhelm.
BUILT BY A MIDLIFE MUM
A one-woman studio crafting tools and gifts that help you live, laugh, and step boldly into your next chapter.