In today’s world, many women are searching for leadership models that reject hierarchy, competition, and dominance—and instead embrace collaboration, care, and resilience. Matriarchal leadership offers a path forward. I had a chance to sit down with Amie Forest, a thoughtful and skilled California-based designer and creative, to discuss the themes of the 30-Day Invitation book, the challenges of reclaiming matriarchy, and why so many people—especially white and Euro-identified women—are drawn to this work.

Amie Forest: Maija, what inspired you to write Matriarch Makeover?

Maija West: The book came from my own lived experience. I grew up in a complex mix of environments—first-generation-born immigrant on my mother’s side, coming from rural poverty, but also living among wealthier communities at different times in my life. I learned different ways of being from all of these circumstances.

During this time, I realized that many of us—especially women—have never been taught to prioritize ourselves. We give everything to our families, communities, and workplaces, yet we don’t always have the tools to care for ourselves or to lead in ways that feel sustainable.

This book is a 30-day invitation to step into a different kind of leadership—one rooted in self-awareness, cultural reclamation, and collective healing.

Amie Forest: Who is this book for? What kinds of people tend to be drawn to this work?

Maija West: People come to this work for many reasons. Some are struggling with burnout in their workplaces—they feel trapped by impossible expectations or cultures that don’t align with their values. Others feel disconnected from their families or lack a sense of belonging in their communities. Many are reckoning with ancestral history and trying to make sense of the systems they’ve inherited.

What they all have in common is a realization that the old ways of leading and surviving are no longer working—and they’re ready for something different.

Amie Forest: You call this a “makeover.” What does that actually look like?

Maija West: It’s a 30-day guided process that focuses on four key areas:

1. Yourself – Exploring the core skills and tools you need to reclaim your own voice.

2. Your Leadership Identity – Defining leadership on your own terms rather than through dominant culture narratives.

3. Your Family & Ancestry – Understanding the impact of generational patterns, trauma, and values.

4. Your Communities – Examining where you hold influence and how you can lead in ways that foster connection and change.

It’s structured as a guided journal, with interactive exercises that invite deep self-reflection. Participants also bring in a friend or trusted person to walk through the process together, strengthening relationships along the way.

Amie Forest: You’ve mentioned that many white and Euro-identified women struggle with trust in their relationships. Can you say more about that?

Maija West: Yes, I’ve heard from many white and Euro-identified women that they don’t fully trust their sisters—meaning the women in their lives. There’s often a sense of competition, secrecy, or lack of emotional safety in female friendships and family relationships. This has been my story, too.

This isn’t accidental. Dominant culture teaches us to compete rather than collaborate. Many of us were not raised to build deep, trusting relationships with other women. The book helps people recognize these patterns and begin to rebuild relationships based on core values and mutual care.

Amie Forest: This sounds like deep, emotional work. Have you received feedback from people who’ve gone through the process?

Maija West: Absolutely. One of my oldest friends told me the book “should be wrapped in caution tape” because once you start, your life will never be the same.

The most common word I hear from white and Euro-identified women who read the book is transformational.

For Indigenous readers and contributors who have been part of the editing and review process, the book is seen as a welcoming invitation into decolonization work—a way to bring people into the conversation without shame, blame, or othering.

For some, these conversations feel familiar. For others, this is their first time confronting ideas about privilege, oppression, and power. Either way, the work is about deep healing—both personal and collective.

Amie Forest: What’s the biggest challenge people face when doing this work?

Maija West: One of the hardest exercises is actually a simple one—writing down what you don’t want, then flipping it to define what you do want.

Many women have spent their whole lives in resistance—knowing what they don’t want but never giving themselves permission to name what they do want.

Some people can do this exercise in 20 minutes. For others, it takes months or even years because they’ve never truly thought about their own desires, needs, and leadership vision.

Amie Forest: You also facilitate community spaces around this work. Can you share more about that?

Maija West: Yes! In addition to the book, I lead:

- The 2025 Matriarch Makeover Book Club – A monthly gathering where we explore these themes in community.

- Drop-in Circles – Open sessions where people can connect, reflect, and share.

- Workshops & Guest Facilitation – I’ve been invited into book clubs, discussion groups, and community spaces to help guide these conversations.

This work isn’t meant to be done alone. Matriarchal leadership is about relationships—and that means showing up for one another, in real time, to witness and support each other’s growth.

Amie Forest: What’s next for Matriarch Makeover?

Maija West: Right now, I’m focused on:

- Recording an audiobook version – For those who prefer to engage through listening.

- Expanding book distribution – Getting the book into independent bookstores.

- Growing the community – Encouraging more people to start their own discussion circles.

This is not just a book—it’s a movement. My hope is that it helps more people step into their power, redefine leadership, and build a world that values care, collaboration, and resilience.

Amie Forest: For those who are interested, how can they get started?

Maija West: Here’s what I recommend:

1. Read the book – Start your own 30-day Matriarch Makeover journey.

2. Join the Book Club – Engage in community discussions and support.  Join the Free Matriarch Member circle to get updates or sign up for the book club here.

3. Bring in a Friend – Strengthen your relationships by walking through the process together.

4. Explore Your Leadership – Take small steps toward defining leadership on your own terms.

Matriarchal leadership is not about emulating dominant culture—it’s about reclaiming a different way of being.

For those ready to do the work, Matriarch Makeover offers a path toward self-awareness, healing, and collective transformation. The question is: Are we willing to do it differently?