St. Johns Moms & & The Bar Societé

4/30/2025

Taylor Berkowitz: Inspiring a New Generation of Moms Through Community & Connection

At just 30, Taylor Berkowitz is redefining what it means to be a modern mother and entrepreneur. A mom of three—Viv, 7, Brody, 6, and Easton, 4—Taylor is the powerhouse behind St. Johns Moms, a thriving community of over 20,000 women, and The Bar Societé , a dynamic network of local female business owners. With her blend of authenticity, vision, and fearless entrepreneurship, Taylor is helping to transform what it means to be a working mom today.

From Coast to Coast:
The Spark of an Idea
Originally from Long Island, Taylor’s journey began when she and her husband Robbie, a Veteran, and a Lieutenant Commander Naval Flight Officer (NFO) who after 11 years, recently went into the reserves, relocated to Washington state. With two young children and no local support system, Taylor experienced firsthand how isolating motherhood could feel. When the family moved again—this time settling in Rivertown—Taylor was determined to build the community she once lacked.

Starting a career in real estate, Taylor needed local resources for her family—everything from pediatricians to play spaces. She created a personal local guide for her clients, but the idea quickly took off. Moms across the area were eager for the same kind of curated, trustworthy recommendations and connections. St. Johns Moms was born.

From Guide to Movement
As the group expanded, Taylor began hosting monthly networking events and soon launched The Bar Societé, a vibrant professional collective for women entrepreneurs in the area. The idea, she says, evolved naturally from a desire to bring women together in ways that were meaningful and empowering. St. Johns Moms is also a platform for giving back. Whether through supporting local charities, or spotlighting small businesses, the community she’s built is rooted in kindness, service, and showing up for one another.

Today, St. Johns Moms has over 20,000 members and The Bar Societé includes more than 170 female business owners. In time, Taylor transitioned fully out of real estate to focus on her mission-driven businesses.

Balancing Business and Motherhood
When it comes to balancing entrepreneurship with motherhood, Taylor is refreshingly honest: “There truly is no perfect balance,” she says. “You have to give more attention to one or the other at different times. That’s the real trick.” Whether she’s serving as class mom or on the sidelines at soccer, she prioritizes being fully present—and when she’s in work mode, she’s all in.

Her best advice for moms dreaming of launching their own venture? “Just start. Don’t wait until it’s perfect. Learn along the way.”

Tech, Motherhood & Staying Real
Taylor and her communities talk often about technology’s role in modern motherhood. "Tech lets us take calls from the car line, run businesses from our phones while cooking dinner, and schedule posts during nap time," she says. "But I’m big on authenticity—it’s important to not let technology take over.”

Mom Life, Business Wins & Beyoncé
Taylor’s leadership is rooted in community, but her “mom superpower” is the ability to build it—fast. “We can plan events, support local businesses, connect thousands of women, and still remember who has soccer today,” she laughs. Her anthem? Beyoncé’s Run the World (Girls)—naturally.

Taylor leads by example, even inspiring her own children to explore entrepreneurship. Her daughter Vivi makes bracelets, and all three kids launched a hot cocoa stand last winter, learning about budgeting, reinvestment, and profit. Taylor and her husband, who is a constant support behind the scenes, even helped them map out business expenses. He has since started his own community group, St. Johns Dads.

Mother's Day:
For Mother’s Day, she plans to keep it simple: breakfast out and beach time with the kids. And if she ever hires her children, they’ll be in charge of swag bags—they’re naturals.

Jone’t "Jo" Tirado: Rooted in Purpose,
Fueled by Passion

Photo by Yazi Davis

Jone’t “Jo” Tirado, owner of Mane & Co Salon and Beauty Bar in Nocatee, is a woman on a mission—to live with intention, lead with heart, and set an inspiring example for her daughter, Alba, 11. As a devoted mother, Jone’t says motherhood has shaped her into a more accountable, grounded, and compassionate version of herself. Protecting and nurturing her daughter’s growth is her greatest calling—and the inspiration behind her journey as an entrepreneur.

Jo’s path to owning her own salon wasn’t linear. She spent years in a high-pressure corporate finance role before stepping away to care for her mother, a beloved teacher, during her final illness. After her passing, returning to the traditional 9-to-5 world no longer aligned with the life Jo envisioned. She craved something more meaningful—something that allowed space for creativity, flexibility, and purpose.

Having earned her license through Aveda, Jo took a job at a salon and found joy in connecting with clients and the artistry of beauty. More importantly, it gave her time to be present for Alba, a young dancer. The idea of owning her own salon began to take shape, but fear held her back. After deep reflection and counsel from her best friend she was able to shift her mindset—releasing self-doubt and embracing faith—that the opportunity aligned perfectly. A beautiful space became available, and with courage and clarity, she launched Mane & Co.

Within the first month, she exceeded every expectation. Today, her business is thriving, grounded in a mission of people over profits and guided by her mom superpower: self-reflection and deep empathy. “I want my clients to feel seen, cared for, and connected,” she says.

Jo finds inspiration through empowering podcasts like Debbie Neal’s Level Up, The Goal Digger, and Mel Robbins. Her favorite way to recharge is beach time or a relaxing spa day—especially on Mother’s Day. And while she’s fiercely dedicated to her business and motherhood, she’s also embracing new beginnings, including stepping into the dating world.

As a woman, mother, and business owner, Jone’t Tirado is proof that when you lead with purpose and listen to your heart, anything is possible.

Lauren Wade: Sparking Curiosity,
One Line of Code at a Time

Lauren Wade, founder of Kids Can Code in Nocatee and proud mom of two — Tate (6) and Dutton (2) — is proof that following your passion - and your instincts can lead to something incredible. A native of Charlotte, NC, Lauren has called St. Johns home since 2001 and is a graduate of UNF. Before launching her business, she was a beloved elementary school teacher, even voted one of the top five teachers in St. Johns County.

Everything changed when she became a mom to her son, Tate. Lauren realized she wanted more time, flexibility, and a chance to build something meaningful — both for her family and her community. A natural techie with a love for figuring things out, she combined her passion for technology with her teaching superpowers and took a leap of faith. Kids Can Code was created.

Starting in 2017 with after-school clubs in local schools, Lauren quickly saw the impact coding could have on kids — even those who struggled in traditional academic environments. “Coding is like learning to read,” she says. “It opens up a new way of thinking.” By 2019, she was all in — running programs at 21 schools, local YMCAs, and even partnering with the Girl Scouts of Gateway Council.

When it comes to balancing motherhood and being an entrepreneur, her philosophy is simple. “Be wherever you are, 100%.” Whether it’s business or bedtime stories, Lauren is intentional about creating balance. She reserves weekends for family, cherishes key connection times with Tate and Dutton, and leans into her faith as her foundation.

Lauren credits her mom as one of her biggest inspirations and acknowledges the power of modern mom resources — from online communities to coffee-fueled problem-solving sessions with other entrepreneurial moms. She’s a big believer in setting boundaries, surrounding yourself with positive people, and never forgetting to dance — literally. A spontaneous dancer and lover of upbeat playlists, Lauren’s go-to song is “Oceans” by Hillsong UNITED, and her ideal Mother’s Day? Floating by the pool.

Behind the scenes is her husband, Scott — a retired Navy Veteran and the quiet force who keeps Kids Can Code running smoothly, from packing up robots to plugging in devices.
She says both her kids are quite sassy! Her son Tate, with his big energy, may just be headed for a future in PR. For now, he and Dutton are the inspiration behind everything she does — and the reason Lauren shows up every day with purpose, passion, and maybe a dance move or two.

Desireé Parsley: Making Magic in Motherhood & Events

Desireé Parsley, owner of Parsley Manor Events and mom of two—Hudson (4) and Brooks (2)—is the perfect example of how passion, creativity, and courage can lead to a life of purpose and joy.

After a career in the corporate healthcare world, Desireé felt the pull to slow down and realign her work with her values. Following the birth of her first son, she knew she wanted more time with him and a life that allowed her to be fully present—not just at home, but in her heart. What started as a part-time passion for weddings and event planning eventually blossomed into a full-time business during the early days of COVID. With encouragement from her family, she took the leap and officially went full-time with Parsley Manor Events in June 2021.

Today, Desireé runs a thriving business that plans and designs private, community, and corporate events, while also offering in-house printing and embroidery. While she’s stepped back from weddings, she’s embraced other creative avenues that bring her joy and allow her to stay connected to the community she loves.
“Figure out what you love to do so you wont get burned out,” she says. That mindset has allowed her to balance motherhood with entrepreneurship in a way that feels authentic and deeply fulfilling. These days, she spends about 90% of her time with her children, and she’s grateful that owning her business gives her the flexibility and freedom to do so.

Desireé also believes strongly in the power of women supporting women. She’s the co-founder of Elevate Her, a biannual women’s conference designed to foster connection, authenticity, and support among local women. “It’s a space where we can be real, be transparent, and show up for each other,” she shares.

One of Desireé’s many “Mom Superpowers” is her ability to use her connections to create magical moments for her family. Whether it’s an Easter celebration at a local country club or a cozy community event, she finds ways to bring her kids into her world—and make it fun for everyone.

Originally from Arizona and a longtime Atlanta resident, Desireé now calls St. Johns home. When she’s not planning events or designing custom branding items, you’ll likely find her listening to one of her favorite podcasts—The Southern Tea or The Bert Show—which keep her inspired and grounded.

This Mother’s Day (which also happens to be her birthday weekend!), Desireé plans to relax and enjoy time with her husband, Brandon Parsley, and their two boys. She’s hoping for a little pampering—and a lot of love.

Andrea Vallencourt: The Visionary Mom Behind The Clay Theatre

Michael McDaniel Photography

Lily Larson Photography

Six years ago, Andrea Vallencourt and her new husband Daniel were strolling through the small town of Green Cove Springs when they stumbled upon a forgotten piece of local history: The Clay Theatre. Originally built in 1937, the once-grand building had fallen into disrepair. But where others saw decay, Andrea saw potential. With no experience in events or venue management, she dove headfirst into restoring the iconic space—learning everything she could from modern caterers, photographers, and venue owners with fresh perspectives. Today, Clay Theatre is one of Northeast Florida’s most sought-after wedding and event venues, hosting more than 80 weddings and events each year. Its charm, elegance, and thoughtful design reflect Andrea’s vision, passion, and willingness to carve her own path—her own way.

In 2024, Andrea added a new title to her résumé: Mom. With the arrival of her son Colson, now 10 months old, she’s found herself navigating the ever-shifting balance between motherhood and entrepreneurship. Her secret? “Delegation, boundaries, and support,” she says. Andrea credits her success to a strong support system that includes her husband, a behind the scenes business partner, a trusted nanny, and her all-star team of working moms.
She’s learned to compartmentalize, creating structure around her days. “When I’m with Colson, I’m 100% with him,” Andrea shares. Tech tools help her streamline, and she’s created systems that keep her thriving both at home and in business but she is old school when it comes to face-to-face connections and still loves to go to the office.

Andrea is quick to encourage other women to go after their dreams: “Don’t wait for the opportunity to come to you—go for it and put your own stamp on it. Women are amazing and can do anything!”

This Mother’s Day, Andrea plans to keep the family tradition alive with brunch at the country club. Her go-to mom fuel? A double shot of espresso from her beloved Nespresso machine, and her favorite way to stay inspired during busy days: podcasts—especially ones focused on the wedding industry.

With grace, grit, and a latte in hand, Andrea Vallencourt continues to lead Clay Theatre with the same heart and vision that first saw beauty in an old building—and turned it into something unforgettable.

Erin Lynn: Blending Clean Living and Motherhood at RiverHome Co.

For Erin Lynn, founder of RiverHome Co., business and motherhood aren’t two separate roles—they’re part of the same, beautifully woven life. Her clean-living brand, known for non-toxic soy candles and best-selling laundry soap, was born from a deeply personal mission: to create a safer, more intentional home for her family.

The idea struck during a trip to Waco, Texas, where Erin found herself walking through Magnolia Market. Inspired by its beauty, simplicity, and purpose, she came home with a vision to build something equally meaningful—something that honored her creativity, supported her family, and allowed her to be present for the moments that matter most. That spark grew into RiverHome Co., a brand now filling homes across the country with elevated essentials crafted with care.

Every product is hand-poured or blended in small batches using clean, high-quality ingredients. But more than that, Erin says, it’s about helping families feel at peace in their spaces. “Hearing from another woman who says, ‘Thank you for making this easier’—that’s everything,” she shares. Whether it’s a clean swap in the laundry room or a calming candle ritual, RiverHome Co. is about daily rituals that feel both safe and special.

Erin is honest about the challenges of juggling entrepreneurship and motherhood. “I don’t believe perfect balance exists—and I’ve made peace with that,” she says. Some days, the business takes priority; on others, it’s her kids. But because RiverHome Co. was built with family at the center, the two often overlap in meaningful ways. “I’m not juggling two separate lives—I’m building one that supports both.”

Technology has played a key role in helping Erin find that rhythm. From online orders to marketing, tech gives her flexibility—but she’s also learned when to step back and delegate. “Growth doesn’t have to be fast to be meaningful,” she reminds herself. “It’s okay to move at the pace of your season.”

As for Mother’s Day? Erin keeps it simple with time outdoors and a picnic with her family. Her favorite “mom fuel” is her trusty Nespresso machine, and she credits her calm multitasking skills as her superpower—though she laughs, “Some days are better than others!”

Her motto these days? Progress, not perfection. And when it comes to balancing everything, she reminds herself that Jesus doesn’t desire perfection—He desires her heart. It’s a reflection of her journey as a founder and a mom—rooted in grace, faith, and the power of women supporting women. She values when friends offer advice, laughs, and encouragement when she needs it most.

Through RiverHome Co., Erin Lynn is doing more than selling clean products—she’s creating space for families to live well, love deeply, and feel at home.

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