About Bloomera
Born from lived experience.
Built to hold many stories.
Bloomera began with one family’s story, but it was created for the many women whose experiences of fertility, pregnancy and motherhood hold more than others can see.
Our Story
Our beginning
When our founder, psychologist Jaclyn Potts, became a first-time mother to Hughes following her own journey through fertility treatment, she entered a season of extraordinary love and unexpected complexity.
As a neurodivergent woman, Jaclyn was finding her own way through the transition to motherhood when her second child, Bloom, was born with a cleft lip and palate, beginning an ongoing journey of medical care.
The experience deepened Jaclyn’s understanding of how joy, uncertainty, overwhelm and love can exist side by side and how easily the whole woman can become lost behind the needs around her, the expectations she places on herself or that are placed upon her, and the practical work of caring.
Jaclyn’s clinical work had already taken her deeply into perinatal psychology. Experiencing this season in her own life brought another dimension to that understanding and shaped the kind of care she wanted women to be able to experience.
A Note from Jaclyn
"Fertility treatment, pregnancy, postpartum and becoming a Muma changed the way I understood work I had already been doing for years. Living it myself gave me a different understanding of just how much women can carry, often quietly, and often while continuing to care for everyone around them.
Bloomera grew from a belief that became even clearer to me through that experience: women deserve psychological care that sees the whole person. Not just what is happening to her, the stage she is in, or the diagnosis she might carry but who she is within all of it."
– Jaclyn Potts, Founder and Psychologist
How our team works
From one story to a shared standard
Jaclyn’s experience shaped Bloomera’s beginning, but Bloomera was never meant to be about one clinician or one way of doing therapy.
Our psychologists each bring their own clinical skill, lived experience and humanity, while sharing a clear standard of thoughtful, high-quality care.
Across every interaction, we aim to be:
Warm, not overwhelming: caring and emotionally aware, without becoming sentimental or vague.
Reassuring, not clinical: clear, calm and accessible.
Thoughtful, not complicated: intelligent language without unnecessary complexity.
Supportive, not directive: respectful of each woman’s identity, choices and pace.
Clinically credible: grounded in sound psychological practice, governance and professional care.
How we work
We look beyond symptoms alone. We consider identity, capacity, sensory load, relationships, grief, role strain, supports and the systems around you. Therapy is collaborative and paced according to your circumstances.
You can arrive clear or confused, coping or not coping, articulate or exhausted. You do not need to present a polished version of yourself here.
The meaning in our name
Bloom
Growth, emergence and new life.
Era
A meaningful, defining period of change.
Together
They reflect the experience we are here to support: an era of becoming.
Our promise
From the earliest thoughts of conception through fertility, pregnancy, birth, postpartum and early motherhood, we are here to walk alongside women with care that adapts as their needs change.
With you, from beginning to becoming.
Bloomera does not define what motherhood should look like, or whether motherhood is the only meaningful ending. We are here for women across cultures, ethnicities, faiths, identities, sexualities, family structures, histories, and ways of thinking, feeling and moving through the world. There is no single face of wanting. No single way to become. No single way to mother.
Some of the faces you see here and across our social channels are real, others are chosen with the same care. No image identifies a client or stands as a testimonial. We hold every contribution with deep gratitude.