Monday, March 2, 2026

Posted by: Adeline Lui

For IBPA member Ashley Wall, her young children are both the “why” behind her founding MamaBear Books, as well as the reason that it’s firmly rooted as a home-based business even as it continues to grow and publishes works of other authors. Ashley began by self-publishing the kinds of books she wanted to read to her own children—stories that inspire confidence and spark imagination. With 10 books in its catalog and more to be launched in 2026, Ashley juggles publishing and parenting under the same roof, sometimes involving her children in the creative process. We chatted with her to find out what it takes to make a success of both vocations.

IBPA: Hi Ashley, thank you for joining us! You founded MamaBear Books in 2022. As a former math teacher, what inspired you to start your own publishing company?

Ashley: It really started from reading with my two young children and a gap I couldn’t ignore. As a teacher and mom, I was always searching for stories that sparked imagination, built confidence, and encouraged kids to dream big. The idea of writing children’s books stayed in the back of my mind for many years. As I continued to read constantly with my children, that idea pushed its way to the front. After sharing my dream of writing a children’s book series with my husband, he was immediately on board.

I knew I wanted to have creative control and bring my ideas to life, and we thought how neat that would be to do the same for others. With a goal to expand imagination, build confidence, and encourage children (and adults) to dream big, that’s how MamaBear Books was born.

IBPA: What did your physical workspace look like when you first began working from home, and how has it changed?

Ashley: In the beginning, “office” was a generous word — it was a small desk tucked in our guest room! My first “filing system” was a mix of folders stacked on the counter. As the business grew, we carved out a real workspace with bookshelves, inspiration boards, two large desks and so many sticky notes! Now my office feels like a cozy blend of creativity and business, there are mockups of upcoming titles, my kids’ drawings on the wall, and plenty of reminders of how and why I started.

Ashley Wall working in MamaBear Books' home office.

IBPA: Was there a moment when you realized you were building something that went beyond your own author career? You’ve now published eight other authors. How did you make the jump to publishing other authors?

Ashley: At first, I thought just bringing my own stories to life would be amazing. But as I learned more about publishing, and connected with other aspiring authors, I saw how many talented voices were struggling to get their stories into the world. I realized MamaBear Books was going to be bigger than my books — it would be a platform to help others share theirs. When our first outside author project came together, it was such a proud full circle moment. Helping another author hold their finished book for the first time reminded me why this work matters.

IBPA: What is something you struggled with managing a growing publishing business while raising a family in the same physical space?

Ashley: The biggest challenge is the constant overlap — work and family blend together in beautiful and chaotic ways. Some days I feel like I’m rocking it, and other days I’m answering emails with one hand while making lunch with the other. The guilt can creep in — the feeling of not doing enough in either role. But I remind myself that my kids are watching me build something from the ground up. They’re learning about resilience, creativity, and following through, even when it’s hard. I’ve turned those struggles into learning moments for my kids. I involve them in the process, reading manuscripts to them, asking for their input on illustrations and bringing them to events to help. They have even started their own little company selling bracelets and bookmarks they make.

IBPA: Running a business from home can bring plenty of distractions. How do you set boundaries between work and family life?

Ashley: I’ve learned that boundaries don’t have to be rigid — they just have to be intentional. I try to keep set work blocks during the day, and when I’m done, I really try to be done. That means closing my laptop, stepping away from my phone, and being present with my family. When my kids are at school, that is when I work. When I pick them up, work stops until after they go to bed. I struggled with this during the first year and a half and had to refocus myself. I knew I wanted to grow as a successful author and publisher, but I also knew my kids came first and I didn’t want them to resent the business because it received all of mommy’s attention. I set boundaries and as I mentioned before, I also include them when sometimes those boundaries have to cross. This has helped my kids love the business and given them something to be proud of.

IBPA: You collaborate with a remote team. What procedures or processes have worked for you that you can share with publishers who are just like you?

Ashley: We use a mix of tools — email, video calls, and Google Docs. I love quick voice notes for creative feedback because it keeps the process personal. I’ve learned that clarity and kindness go a long way in remote work; being specific about timelines, expectations, and goals helps everyone stay on the same page. I also make time for casual check ins, not just “task” meetings — creative work thrives on connection. I don’t have all the answers and am a firm believer that we are all growing and learning every day, so I also try and give my team members creative freedom to flow in their genius.

IBPA: Let’s talk book marketing now. What approaches have been most effective for you?

In-person events and markets are a key channel for MamaBear Books to connect with its readers and sell books. Her children learn entrepreneurship from their mom at a young age.

Ashley: Authenticity always wins. The social media posts that resonate most are the ones that come from the heart — sharing behind the scenes moments, the lessons learned, and the “why” behind the books.

We’ve also found success with school and library visits, local media features, and collaborating with mom influencers and educators. It’s about building relationships and showing up consistently, both online and in person. When people connect with your mission, they naturally want to support your books. We do a lot of in person book festivals and markets where we get to engage with parents, grandparents, aunts, uncles, and the kids. There are always people running to our booth who bought a book before and now are looking for the next book. Being out and connecting with others builds that sticky community — and that community is the best publicity and hype team you could ask for.

IBPA: What tools, platforms, or partnerships have helped you build MamaBear Books?

Ashley: IBPA was one of the first organizations we joined and has been one of the biggest learning tools for me. Coming from a background of math education, publishing was brand new, so I absorbed everything I could and am still learning daily. Google Workspace has been a lifesaver for organization. Canva is my go to for social content and marketing design. Amazon has been a big driver of sales, and Amazon KDP helps with paperback distribution. We use Edelweiss to reach retailers and reviewers and have an amazing sales team. And honestly, community partnerships have been huge. Collaborating with schools, libraries, and local bookstores not only grows our reach, but keeps the mission personal and connected.

IBPA: Do you sometimes feel that you need to get out of mom mode and connect with your professional peers? What groups or where do you go for this?

Ashley: Oh, absolutely! It’s so easy to stay in mom mode, especially when your work happens at home. Connecting with other authors and publishers refuels me. I’m part of IBPA and a few women in business networks, and I love attending book festivals or author events whenever I can. Even a quick virtual coffee chat with another creative — especially my editor — can make such a difference. It’s refreshing to talk with people who get it— the juggle, the passion, the chaos, and the joy of building something that matters. This goes for people in general who work from home. Sometimes we get stuck at our desks in front of our computer, it can be draining. Getting out and connecting helps refuel the drive, passion and motivation — especially when you are connecting with your audience.

IBPA: Thank you so much for taking time to chat with us Ashley. We wish you well with your growing business!

About the Independent Book Publishers Association (IBPA)

Founded in 1983 to support independent publishers nationwide, the Independent Book Publishers Association (IBPA) leads and serves the independent publishing community through advocacy, education, and tools for success. With over 3,500 members, IBPA is the largest publishing association in the U.S. Its vision is a world where every independent publisher has the access, knowledge, and tools needed to professionally engage in all aspects of an inclusive publishing industry. For more information, visit ibpa-online.org.