One of Tilly's founders, Anna Sane, recently shared her story in The Independent. Over several years Anna suffered multiple miscarriages, lost two children halfway through pregnancy and struggled with failed IVFs. She welcomed a son in May 2021, but the journey changed her forever and led her to found Tilly - to create the emotional support that she missed herself. 

A high-flying professional who traumatically lost four pregnancies in two years before having her “miracle” son has devoted her life to helping others with fertility issues, launching a multi-purpose app for those dealing with them.

The Independent: Anna's story about IVF, miscarriages and baby loss

Jenny Ann Johnson is the founder of Tilly. She’s spent a decade working on digital educational products prior to founding Tilly. After struggling with infertility and miscarriages for many years she finally found her path forward and is today blessed with four children. She is now creating the supportive and educational tools she herself was missing while going through fertility treatments.

Baby Loss Awareness Week is a time to acknowledge a deeply painful experience that affects countless individuals and families around the world. It serves as a crucial reminder of the emotional weight carried by those who have experienced the loss of a pregnancy or infant. While this week brings much-needed attention to the topic, the reality of baby loss is often under-discussed, leaving many to grieve in silence.

The statistics are staggering. According to research, about 1 in 4 pregnancies ends in loss. This includes ‘miscarriage’, which is defined as the loss of a pregnancy before 20 weeks, ‘stillbirth’, and the loss of an infant shortly after birth. These numbers reveal just how common baby loss is, yet it remains a topic many feel uncomfortable addressing.

For the families experiencing it, the trauma can be overwhelming. Losing a baby not only disrupts a life event anticipated with joy, but it can also have a lasting impact on mental and emotional well-being. Despite the prevalence of baby loss, those who experience it often feel isolated in their grief, with few places to turn to for support.

One of the most difficult aspects of baby loss is how the trauma is frequently overlooked or minimized by others. Often, well-meaning friends and family may not know how to offer comfort, or they may downplay the loss with comments like, "It just wasn’t meant to be" or "You can always try again." While these statements are typically said with the intention of offering hope, they can have the opposite effect, leaving parents feeling dismissed or misunderstood.

The grief from baby loss is unique and profound. It often includes a mix of emotions like ‘sadness’, ‘guilt’, ‘anger’, and even ‘fear’ about trying to conceive again. Because baby loss isn’t always visible to the outside world, it can be challenging for others to recognize the depth of the trauma and the ongoing grief parents endure. This emotional weight can lead to depression, anxiety, and post-traumatic stress disorder (PTSD), particularly when there is little emotional support or acknowledgment from loved ones or the broader community.

Coming together to support those experiencing baby loss is crucial for helping parents navigate their grief. It starts with acknowledgment —recognizing that a loss has occurred and that the pain is real. This simple act can go a long way in helping parents feel less isolated. Listening to their stories without offering unsolicited advice or minimizing the loss is also key. Grieving parents often just need a compassionate ear.

Beyond immediate family and friends, there are support groups and resources available that can offer specialized care. Many parents find solace in connecting with others who have gone through a similar experience, whether in person or through online communities like Tilly. Knowing that they aren’t alone can be an incredibly healing step.


During Baby Loss Awareness Week—and beyond—there are a few ways we can all come together to support those who have experienced baby loss:

1. Acknowledge the Loss: Don’t shy away from the topic. Offer your condolences, no matter how long it has been since the loss occurred.

2. Offer Emotional Support: Sometimes, just being there and listening is the best thing you can do. Avoid trying to "fix" the situation or offering advice unless asked.

3. Provide Space: Allow grieving parents the space to feel and express their emotions. Grief doesn’t have a timeline, and it’s important that parents aren’t rushed through the process.

4. Encourage Professional Help: Grieving parents may benefit from counseling or support groups that specialize in baby loss. Encourage them to seek professional help if they feel overwhelmed.

Baby Loss Awareness Week is also a time to honor and remember the babies who have been lost. Many families choose to light candles, plant trees, or create other memorials to keep the memory of their babies alive. October 15th, the end of Baby Loss Awareness Week, is recognized as Pregnancy and Infant Loss Remembrance Day, where people around the world light candles in memory of the babies who are no longer with us.

For those who may not have experienced baby loss, it is important to understand the profound impact it can have and to offer support wherever possible. The trauma of baby loss may not always be visible, but it is deeply felt by those going through it. By coming together as a community to provide emotional support, understanding, and compassion, we can help parents on their path to healing.  

At Tilly, many of us have unfortunately experienced baby loss firsthand. We understand what you are going through—and we’ve created Tilly to offer emotional support to those grieving, as well as practical guidance for those supporting someone through this loss. No one should navigate this journey alone, and we are here to help every step of the way.  

Let’s use Baby Loss Awareness Week as a starting point to spark more conversations, offer more support, and remember that behind every statistic is a family grieving a loss that matters. Together, we can create a world where no parent feels alone in their grief.  

Baby Loss Awareness Week highlights the silent grief many face after pregnancy or infant loss. Learn about the emotional impact, the need for better support, and how we can come together to help grieving parents. At Tilly, we’re here to support both those experiencing loss and their loved ones.

Baby Loss Awareness Week: coming together to support those affected

Maya Maria Brown, M.A., is an infertility mental health expert. She has a master’s in Counseling Psychology, and has worked with individuals and couples on infertility and relationships. She also has personal experience with infertility.

This month, we’re putting a spotlight on PCOS (Polycystic Ovary Syndrome) for PCOS Awareness Month, recognizing the millions of women affected by this condition. In our community and across the world, PCOS impacts an estimated 8–13% of reproductive-aged women, according to the WHO. Despite its prevalence, up to 70% of women remain undiagnosed, often discovering their condition only when they face fertility challenges.

Understanding PCOS and its impact on fertility

PCOS disrupts ovulation, leading to irregular or absent menstrual cycles, which is one of the key symptoms. Without regular ovulation, conceiving naturally becomes difficult. However, knowledge about how to identify PCOS is unfortunately still not wide spread, with many women first learning about their PCOS when trying to get pregnant.

The overlooked mental health toll of PCOS

While the physical effects of PCOS are more often discussed, the mental health challenges linked to the condition are frequently overlooked. Did you know that women with PCOS are up to eight times more likely to experience depression than women without it?

The connection between PCOS and mental health is complex, influenced by both the physical symptoms and the hormonal imbalances caused by the condition.

- Weight gain, particularly around the abdomen

Each of these symptoms can lead to negative body image, social stigma, and emotional stress. For example, obesity—common in women with PCOS—can contribute to depression, and the infertility associated with PCOS adds an additional emotional burden. 

However, these symptoms alone don’t fully explain the heightened risk of depression in PCOS patients. Research suggests that the hormonal imbalances and metabolic effects of PCOS may directly impact mental well-being.

If you’re living with PCOS and struggling with your mental health, know that you’re not alone. While PCOS can be tough to manage, there are ways to reduce the impact of both the physical and mental symptoms.

Studies have shown that Cognitive Behavioral Therapy (CBT) is highly effective for women with PCOS, helping to reduce body dissatisfaction, anxiety, and depression . This is promising news for women facing the emotional challenges of PCOS.

Emotional Support for PCOS: A Missing Piece

Unfortunately, only 3.4% of women are satisfied with the emotional support they receive following a PCOS diagnosis, and for over 60%, emotional support was never offered or even discussed. This highlights a significant gap in care that needs urgent attention.

At Tilly, we are committed to raising awareness and ensuring that women with PCOS receive the emotional support they deserve. Thankfully, awareness is growing, and with ongoing research and initiatives, the future looks brighter for PCOS patients.

Together, we can create meaningful change. Let’s continue to advocate for better care, both physically and mentally, for everyone affected by PCOS.

Psst. And yes, naturally CBT is one of the corner stones of the support we have created in Tilly. If you are struggling, don't hesitate to pop in to the app to find advice on how to manage the emotional struggles and to connect with others in our supportive community.

Learn about the mental health challenges linked to PCOS (Polycystic Ovary Syndrome), how symptoms like infertility and hormonal imbalances affect emotional well-being, and discover effective treatments like Cognitive Behavioral Therapy (CBT) to manage depression and anxiety. Find support and awareness for PCOS during PCOS Awareness Month.

PCOS and mental health: a crucial connection

September 16-22 is World Childless Week, a time to shine a light on those who are Childless Not by Choice and offer them understanding and support. There are various reasons why someone may be childless not by choice, with fertility struggles being a major factor that affects millions of people worldwide. In fact, the World Health Organization estimates that 48 million couples are impacted by infertility. The emotional toll of this struggle is well-documented in research, showing it can lead to anxiety, depression, and other health issues, even though this is not yet widely recognized in society.

For those dealing with infertility, a supportive social network can be invaluable. But, relationships with close friends and family can sometimes be difficult to navigate, especially when emotions run high. If you're wondering how to support a friend going through involuntary childlessness, this guide is for you.

And if you're someone who is currently facing infertility, we understand how tough it can be to express your needs. Feel free to share this guide with your loved ones, or adapt it to suit you better. 

How you can support a friend facing infertility:

1. Create child-free spaces for quality time

While your friend may love children, being around them can serve as a painful reminder of what they long for. When planning to spend time together, consider choosing child-free environments. Go for activities that don’t revolve around kids, like a quiet café, a movie, or a relaxing walk. This will help your friend focus on enjoying the moment without constant reminders of their struggle.

2. Invite them to family events, but understand if they can’t come

It might seem contradictory to the previous point, but it’s important to invite your friend to important family events—whether it's a birthday party or a graduation. Even though it can be emotionally difficult, extending the invitation shows them that you still value their presence. If they decline because it’s too overwhelming, don’t take it personally. Simply knowing they were invited, and that it’s okay to skip, can be a comforting gesture.

When someone we love is hurting, it’s natural to want to solve the problem. But infertility is not something you can fix. The best way to support your friend is by being a good listener. Offer open-ended questions like, “What do you need?” or “How can I be there for you?” Avoid saying things like, “It will work out next time,” as this can feel dismissive. Instead, let them share their feelings, and be present.

Announcing pregnancies or other big life events can be tricky when your friend is dealing with infertility. A thoughtful approach is to send a text rather than sharing the news face-to-face or over the phone. This gives them the space to process their emotions privately. They’ll likely be happy for you, but also need time to cope with the reminder of their own journey.

5. Stay in touch, even when they pull away

If your friend stops returning calls or declines invitations, don’t assume they don’t want to hear from you. Infertility often leads to feelings of isolation, depression, and anxiety. Keep reaching out with no-pressure messages like, “You don’t have to respond right away, but I’m here whenever you’re ready.” Your continued support, even during times of withdrawal, can make a significant difference in their healing process.

These tips are based on science, shared experiences from the Tilly community, and personal journeys through infertility. We hope they offer guidance and help create deeper understanding. If you have any other suggestions or experiences, feel free to share them with us.

And remember, if you say or do something that unintentionally hurts your loved one, simply acknowledge it with, “I’m sorry.” It’s far better to show up and offer support, even if you make mistakes, than to hold back out of fear of saying or doing the wrong thing.

To all those touched by childlessness and to those supporting them—you matter. Stay strong. You are not alone 💜.

Learn how to support a friend struggling with infertility. Discover helpful tips on listening, offering comfort, and maintaining meaningful connections during their journey through involuntary childlessness.

How to support a friend struggling with involuntary childlessness: A guide for loved ones

Infertility can take a significant toll on someone's mental well-being, and this connection has been well documented across numerous studies. If you’re feeling the emotional weight of fertility struggles, know that you’re not alone. The uncertainty of when, or even if, you’ll become a parent can feel devastating. It's no surprise that such struggles can lead to feelings of grief, anxiety, and even depression.

But is there a way to feel better mentally, to build resilience as you navigate this challenging journey? While fertility struggles will never be easy, research shows that there are steps you can take to improve your mental health and coping skills.

Cognitive-Behavioral Therapy (CBT): a proven solution

Cognitive-behavioral therapy (CBT) has been shown to be highly effective in helping women manage the emotional side of infertility. A 2023 study revealed that CBT outperformed medication (like antidepressants) in reducing depression and anxiety for women facing infertility. CBT teaches you how to challenge negative thoughts, manage irrational fears, and develop healthier coping mechanisms. Women who participated in CBT reported a notable improvement in their mental well-being, helping them to better handle the emotional rollercoaster that often comes with fertility treatments.

Cognitive-behavioral therapy (CBT) has been shown to be highly effective in helping women manage the emotional side of infertility. A 2023 study revealed that CBT outperformed medication (like antidepressants) in reducing depression and anxiety for women facing infertility. CBT teaches you how to challenge negative thoughts, manage irrational fears, and develop healthier coping mechanisms​.

In 2024, additional research further confirmed the effectiveness of CBT, showing its power in reducing stress, anxiety, and depression specifically linked to infertility. CBT was found to help restructure negative thoughts and provide healthier ways to cope with emotional distress​. Women who participated in CBT reported significant improvements in mental well-being, making it a valuable intervention during fertility treatments.

Mindfulness-Based Interventions: finding peace in the present

Mindfulness-based interventions (MBI) have also been proven to make a difference. A 2023 meta-analysis found that mindfulness programs significantly reduced stress, anxiety, and depression in women undergoing fertility treatment​.

Research published in 2024 echoed these findings, showing that mindfulness practices continue to play a critical role in emotional regulation. These interventions help women become more aware of the present moment, allowing them to manage overwhelming feelings and build resilience throughout their fertility journey​.

The latter study also highlighted CBT, and stress management techniques, as effective ways to improve infertile women's mental health - leading the authors to recommend these three scientific based to be used to support fertility patients.  

Supporting your journey with evidence-based frameworks

These studies highlight that working on your mental health can make a real difference in how you cope with fertility challenges. At Tilly we incorporate evidence-based frameworks, like CBT, mindfulness and stress management techniques, to support you throughout your fertility journey. Our aim is to provide tools that can help build resilience, reduce stress, and improve overall well-being.

Interested in learning more? Explore the science behind our approach and how you can build your mental toolbox to better navigate this path here. 

Taking care of your mental health is just as important as any fertility treatment you pursue—because you deserve to feel supported on this journey.

Learn how fertility struggles can impact mental health and discover science-backed strategies, like CBT and mindfulness, to improve well-being during infertility

How fertility struggles impact mental health and what science says you can do

This article is written together with Bumpy, an app that helps you find, compare and contact fertility clinics across Europe and get support.

Today, we'll explore an important and often challenging topic: finding and choosing the right fertility clinic. This process can be incredibly daunting and stressful, especially when you're making such a significant decision for your future. 

We often turn to our friends for advice on everything from picking out the perfect outfit to finding the best brunch spot. But when it comes to fertility struggles, it can be so much harder to ask for help. The topic can feel so personal and stigmatized. Plus, you might not have anyone in your close circle who has walked this exact path. Unlike planning a fun weekend getaway, where there are countless resources and websites to guide you, finding the right fertility clinic can leave you feeling isolated and unsupported.

How to Find Your Perfect Fertility Clinic:

Choosing a fertility clinic is a very personal decision. You need to feel comfortable, understood, and confident in their care. With so many options out there, it can quickly become overwhelming, especially if you’re considering treatment abroad. 

Many people start by searching for ‘the best clinic,’ but remember, there’s no one-size-fits-all solution. The right clinic for you depends on your unique needs, preferences, and circumstances. Here’s what to consider:

Patient Experiences: Check out reviews from other fertility patients. Look for stories from people with similar needs and preferences.

Quality of Care: Reputable clinics will have experienced, specialized staff and use advanced techniques. Don't be shy to ask about their training, credentials, and years of experience.

Transparency: Choose a clinic that is upfront about their methods, prices, success rates, and treatment options.

Success Rates: While high success rates are great, remember they can be influenced by the type of patients a clinic accepts.

Emotional Support: Infertility is emotionally taxing. Good clinics offer emotional support, via platforms like Tilly, counseling services or support groups, to help you through the process.

Cost: Make sure you understand all costs involved, including consultations, procedures, medications, and any extra services.

Location: Decide whether you prefer a clinic close to home or if you’re open to traveling for specific treatments.

In the end, choosing the right clinic is about finding a place where you feel safe, seen, and supported. Once you find that “right” clinic, you’ll know it – trust your gut!

To make this journey even smoother, check out the Bumpy app. It’s a free tool that helps you find, compare, and contact fertility clinics all in one place. You can read honest reviews from real people and share your own experiences to help others.

The founders of Bumpy, just like Tilly’s founders, know how difficult the path to parenthood can be. They’ve been through it all – miscarriages, operations, countless hormone injections, and IVF treatments. They created Bumpy so you don’t have to navigate this journey alone.

So, take a deep breath and remember, you’ve got this! Stay strong, stay hopeful, and take care of yourself. You're not alone on this journey. 

Warmest wishes
Jenny Ann, founder of Tilly and Andrea co-founder of Bumpy

In this article we'll explore an important and often challenging topic: finding and choosing the right fertility clinic. This process can be incredibly daunting and stressful, especially when you're making such a significant decision for your future. 

How to Find and Choose the Best Fertility Clinic: Tips and Resources

Becoming a single mother by choice wasn't what I had in mind when I first set out to become a parent. But as life would have it, my path to motherhood took some unexpected turns, and today, I'm here to share my story of embracing single motherhood.

When I was 35, my partner and I decided it was time to start trying for a baby. Like many couples, we encountered some roadblocks along the way. After a few months with no success, we sought help from a fertility specialist and discovered that my egg reserve was low. Suddenly that straight path to parenthood was not as straight anymore. We were determined to keep moving forward, however, and decided to pursue fertility treatment.

Navigating fertility treatment and heartbreak 

My partner and I started our first IVF treatment. My road to motherhood took an unexpected turn again however, when my partner expressed hesitations about continuing treatment and our relationship, leaving me in the middle of treatment. His decision left me shattered, and of course the hormones from treatment did not help. I eventually found my way through the crisis and started to look ahead, and today I know that he is not the kind of person I would have wanted to co-parent with.

Amid all the uncertainty, I began to reassess my priorities and what I really wanted out of life. Through therapy and reflection, I came to realize that my desire to become a mother was stronger than ever, even if it meant doing it alone. The decision of pursuing single motherhood was a long process, but in hindsight, the best decision I made in my life. 

The road to single motherhood was not without its challenges. From IUIs, a miscarriage followed by IVF. But in the end it did work out.

Today I have a son that I love immensely, I have many close friends and a job that I love (and I am also fortunate enough to have a very flexible employer which is a plus as a single parent). 

I have not taken up dating yet but am confident that I can do that when my son is older. My life is filled with purpose and love, and I am very happy with the the way my life turned out in the end.

For anyone considering becoming a single parent, what is your best advice?

Lean on the support of loved ones and professionals, but ultimately trust your intuition and make decisions that align with your deepest desires. I talked to friends, family, and my therapist, but in the end the decision was mine.

Connect with communities: Seek out organizations and communities of single mothers who can offer guidance, support, and camaraderie on your journey. This helped me feel less lonely in my decision, find close friends, and form realistic expectations.

Prepare for challenges: Anticipate the challenges of single parenthood (and getting there), from logistical considerations to emotional hurdles, and cultivate a strong support network to navigate them with grace. 

Having a realistic view that it can take time, and that unfortunately (as always when trying to have a baby) there are no guarantees, is important. 

It’s also good to have thought through how you will handle everyday challenges. How you will manage work and having a child? Having a flexible employer is a plus (as for all parents). What does your “community” look like? Do you have people who can care for your child in case you get sick for example? It can be people you already know or a baby sitter agency, but I believe that having thought through what challenges life might throw at you, and how you can handle them is helpful.

Deciding on how will you become a single mother in practice. There are different roads to becoming a single mother by choice. Many of us use donor sperm, it could be from someone you know, but often it’s via a fertility clinic. In some cases, egg donation might be needed, and of course, there is also the option of adoption. Rules and regulations look different in different countries so reaching out to organisations for single mothers by choice is also a great way to be able to get guidance and decide upon your best way forward.

Do not overthink it. Despite all that I have said above I think the most important in the end is to listen to your heart. This was the right path for me, I love spending time with my son, I love being a mother, and I am very fortunate to have been able to take up this path in life.

Becoming a single mother by choice wasn't what I had planned, but it's been an incredible journey filled with love, joy, and unexpected blessings. If you're considering taking the leap yourself, know that you're not alone, and that there's a whole community of women out there cheering you on.

Raising a child on your own can be challenging - are you a single mother, or do you know someone else in need of help (e.g. financial assistance)? 

Here are a few organizations that provide support and community to single mothers in need:

Council of Single Mothers and their Children (Australia)

Femmis - Föreningen för frivilligt ensamstående föräldrar med donation (Sweden)

Mariah: My road to becoming a single mother by choice

The Independent: Anna's story about IVF, miscarriages and baby loss

Read Anna's story HERE

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