Entrepreneurs on Fire Turning Pain into Purpose: Building a Brand Women Actually Trust with Amy Suzanne Upchurch
Mar 4, 2026
Amy Suzanne Upchurch, founder and CEO of Pink Stork and mom of six, turned personal health struggles and faith into a wellness brand for women. She discusses how military life prepared her for leadership. She talks product design that honors women's bodies, motherhood as a leadership advantage, and how community and purpose build trust.
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Military Spouse Built Leadership Muscles
- Military spouse life exposed Amy to intense responsibility, adaptability, and a broader worldview that later informed her leadership.
- Managing household and emotional support during long deployments taught decisiveness and resilience she applies at Pink Stork.
Hospital Bed Turning Point
- Amy Suzanne Upchurch nearly died from a pregnancy-related blood infection and confronted God while lying in a hospital bed.
- That crisis redirected her purpose and became the catalyst for founding Pink Stork to help other women with reproductive health.
Honor Women's Bodies By Design
- Pink Stork's philosophy is to honor how women's bodies were designed to function rather than treating them as broken.
- That approach shapes everything from formulation and testing to customer support, with excellence as the non-negotiable standard.