What started as a one-woman business has grown into a team of passionate, highly skilled professionals providing birth and postpartum doula care and childbirth education to families throughout the Greater Phoenix area.
At Cherry Blossom, we believe that families deserve to feel educated, empowered, supported, and genuinely cared for.
Our approach blends evidence-based education with compassionate, personalized care, creating the village that so many modern families are missing.
Today, my role has evolved from directly supporting families to building the team, systems, and opportunities that allow us to make an even greater impact. I’m incredibly proud that we’ve created a business where supporting families and providing stability (preventing burn out) for the doulas that support them can coexist.
AZF: What is your “life motto”?
The scariest and most exciting thing you’ll ever do is be your truest self.
AZF: Did you always know that you wanted to be an entrepreneur? If not, when did you realize that it was the right path for you?
I’m 100% an accidental entrepreneur. I was drawn to pregnancy, birth, and supporting women, and my entrepreneurial journey really began as a way to turn that passion into meaningful work. When I first started Cherry Blossom Doula, I was solely focused on becoming an exceptional doula, not building a company.
Over time, with organic growth, I began to recognize that my vision was bigger than what I could accomplish with my own two hands. I wanted to create something that could serve more families, provide opportunities for other women, and exist beyond my individual capacity.
The biggest turning point came when I made the decision to step away from attending births and fully embrace my role as a business owner (in 2024.) That transition challenged my identity in ways I never expected. For years, I knew exactly who I was as a doula. Learning to trust myself as a leader and CEO required an entirely different kind of confidence. I think that’s when I truly realized entrepreneurship wasn’t just something I was doing. It was who I was becoming.
AZF: How do you feel best supported?
I feel most supported by people who believe in my vision while also being willing to challenge me to grow. I’m someone who values radical honesty, integrity, and genuine connection. I don’t need people to tell me what I want to hear. I value thoughtful perspectives, honest conversations, and people who are willing to show up authentically.
As an entrepreneur, there’s a unique kind of weight that comes with being the person ultimately responsible for everything. Having a community of people who understand that responsibility, celebrate the wins, and hold space for the difficult seasons is invaluable.
This year, I established a leadership team, which has made all the difference in the world. I’m also incredibly grateful for the support of my husband, family, team, and fellow entrepreneurs who remind me that I don’t have to carry everything alone.
AZF: What motivates you to keep going amidst the challenges that come with being an entrepreneur?
I deeply believe in the work we’re doing as a team matters. It directly impacts families and our greater community. It’s no longer “”just me,”” and I don’t take that responsibility lightly. I’ve experienced incredible highs, difficult seasons, and plenty of moments when I’ve questioned whether I have it in me to keep going. But after giving myself space to feel and process it all, I always come back to what was placed on my heart from day one.
I think about the families who have felt seen, advocated for, and genuinely cared for during some of their most vulnerable moments. The women on our team who can build meaningful careers while having the flexibility to be present mothers. And my own children, who I hope see that they’re capable of creating a life on their own terms.
I’m also deeply motivated by personal growth. Entrepreneurship has a way of holding up a mirror to every fear, limitation, and belief that no longer serves you. As uncomfortable as that can be, I’m incredibly grateful for it. I’ve learned to see challenges as opportunities to rethink, evolve, and find better solutions. Even in the hardest seasons, I choose to believe that everything is working for my greater good.
AZF: Describe your perfect Saturday.
Slow, quiet, and completely unscheduled.
Waking up without an alarm, enjoying a hot cup of coffee in my backyard with the sun on my skin, listening to the birds chirping, and having absolutely nowhere I need to be. Reading a good book, journaling, or simply enjoying the stillness. As someone whose mind is constantly thinking, planning, and creating, the luxury of having no agenda is a much-welcomed reprieve.
AZF: What’s one piece of advice you’d give to a young entrepreneur who is just starting out?
There will never be a shortage of people telling you how to run your business, what success should look like, or what you should be doing differently. One of my mentors once told me, “”It’s your game. You get to decide.”” That has stuck with me ever since. Seek mentorship, ask questions, invest in yourself, and surround yourself with people who challenge you to grow. But remember, no one else gets to define what success looks like for you.
The version of you who starts your business won’t be the same version who grows it. You’ll have to shed old identities, make hard decisions, have uncomfortable conversations, own your mistakes, and sometimes let go of things you love to make room for what’s next. Stay curious. Don’t mistake fear for incapability. Your brain is wired to keep you safe, not necessarily to help you grow.
And document EVERYTHING. Data gives you the clarity to make informed decisions instead of operating on emotion alone. You are capable of so much more than your current circumstances allow you to see.”
AZF: What excites you most about being an entrepreneur?
The limitless potential of what I can create! I love (and loathe, lol) how entrepreneurship constantly drives me to evolve, think bigger, and become a version of myself I haven’t met yet. Personal growth and business growth go hand in hand.
After 13 years, I’m still excited because there’s always a new challenge to tackle, an idea to explore, or an opportunity to grow. Learning to gamify the journey has kept things exciting.”
Learn more about Alyssa Leon by visiting cbdoulaservices.com or following along on Instagram @cherryblossom_ doula and @alyssaleonofficial
About the Foundress
The Foundress is a creative community of female entrepreneurs established by Coley Arnold. The women-led networking group currently has over 120 members who receive exclusive access to mentorship from experienced female entrepreneurs and industry leaders; community gatherings that feature expert speakers and the opportunity to connect with like-minded women; as well as monthly Mastermind Groups where members can brainstorm and collaborate together. Learn more at foundress.co.
