Meet Amy Finegold

We’re excited to introduce you to the always interesting and insightful Amy Finegold. We hope you’ll enjoy our conversation with Amy below.

Amy, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

I believe my purpose has always lived inside me. Ever since I was little, I’ve been drawn to the transformative power of clothing. From age 5, I was scouring flea markets for vintage jewelry and dressing up as the heroines of my imagination, captivated by the way style could ignite something magical in me. After years of working in retail, that passion evolved into opening my own women’s clothing boutique in my 30s, where I helped women step into their own heroine’s journey—one outfit at a time.
For years, fashion was my medium. I loved nothing more than selecting just the right pieces for a client – ones that revealed a version of herself she hadn’t seen before. Witnessing the moment she looked in the mirror and lit up – transformed, confident and radiant was addictive. That feeling is the heartbeat of what I do.
In 2018, I sold my store in search of better balance in my life. I felt I was missing too much of my children’s lives. I continued styling clients, but without the weight of running a brick and mortar business. I also became certified to teach Pilates and discovered that helping women feel strong in their bodies gave me the same rush I felt when helping them feel beautiful in their clothes.
That year was my “year of yes.” I gave myself space—to pause, explore, and let the next chapter reveal itself.
When I began working with a health coach to address the inflammation in my body, it opened up a whole new world. I learned to view food as fuel and started to feel better—stronger, clearer, more alive. When our sessions ended, I knew I wasn’t done. I became a certified Health + Life Coach and followed up with a Nutrition Coaching certification. I discovered that how we choose to eat is a superpower! That WE have the ability every day to fuel ourselves in a way that not only affects our weight, but our energy, mood, skin, hormones, brain health, and so much more.
I also learned how real, lasting change happens: through small habits, a strong mindset, and self-belief. I knew I had to help other women access this knowledge as well, in a simplified, accessible way.
And then I was diagnosed with breast cancer.
That chapter of my life solidified everything I had learned and everything I wanted to do. I used every single tool from my certifications to get through those days of treatment and recovery. I leaned into mindset, movement, nutrition, and rest not just as habits, but as lifelines and guidelines. This experience has deepened my purpose to help all women, not just get by, but to thrive.
That is how EVOLUTION self + style was born—a fusion of all the things I love, the things I have experienced and everything I now know. No woman should have to accept feeling uncomfortable in her body, low-energy, frustrated by her reflection or confused about how to truly feel her best. My purpose is to help midlife women feel strong, energized, and stylish from the inside out—through nutrition, movement, mindset, and personal style.
It has always been about helping women feel amazing. The tools may have changed. But the mission hasn’t.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m the founder of EVOLUTION self + style, a wellness and lifestyle brand created to empower midlife women to feel strong, energized, and confident—inside and out. I work primarily with ambitious, midlife women who are ready to take back control of their health, style and their lives, and rediscover the best version of themselves.
What makes my approach unique, is my whole-person, inside-out approach. By combining nutrition, movement, mindset and personal style, I help women feel fully aligned – in their bodies, their habits, and the way they show up in the world through their style. I teach women how to eat for energy, their metabolism and hormones, build habits that last, reduce stress, sleep better and move in ways that feel supportive – not punishing. Then once the internal shift begins, we align the outside – curating a wardrobe and personal style that reflects the confident, powerful woman they’ve become.
In my private 1:1 coaching, we create a customized wellness blueprint tailored to your goals, your body and your lifestyle and challenges. We focus on how to eat for midlife in a simple, sustainable way – no counting, weighing, no overwhelm. Just real food, personalized strategies and the tools to create lasting change. Through weekly action steps, recipes, targeted support and accountability we create the systems that lead to sustainable results. I am your coach, your guide, your personal stylist and your unwavering cheerleader all in one, with the sole mission of helping you reach your goals so that you can thrive in all areas of your life.
I also offer online courses, a 21-Day Reset, a Midlife Menopause Toolkit, and other digital resources—so you can get the support you need, no matter where you are or what stage you’re in.

Right now, I’m especially excited about expanding into corporate wellness, leading in-person workshops, and booking more speaking engagements—helping high-achieving teams and professional women simplify their approach to health, reduce stress, and build real momentum that lasts.

My mission is to help you redefine what’s possible in midlife—and empower you to create a new normal that finally feels like the life you’re meant to live.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

There are three clear lessons I’ve learned.
1. Facing fears and dealing with failures as a pivot, not a roadblock.
2. Find a supportive community that lifts you up and inspires you.
3. Don’t be afraid of technology.

I used to let fear stop me from taking risks. But when you break it down, what are you really afraid of? What’s the worst that could happen? How will you feel if you don’t try? Breaking down your fears and understanding that they are limiting beliefs – NOT truths is a powerful revelation. It doesn’t mean that pushing forward is easy, but understanding that not trying will feel worse in the long run is a motivating factor. There were two pivotal moments when I put this to the test. The first was when I wanted to open my store. I was petrified that it wouldn’t work or that I couldn’t start a business, but my husband walked me through the what if process. “So what if you fail? What’s the worst that could happen?” The second moment was after my cancer diagnosis. I realized that facing cancer was a real fear, and if I could get through that, then no perceived fear could compare.

Community is a gift. When I had my store, I was too busy to spend time in like-minded communities. Now I make the time. Surrounding yourself with people who are challenging themselves, challenges you. These communities support me, encourage me and inspire me! Choose your circles – focus on positivity and sharing resources. Stay away from negativity and environments that steal your energy. (My trick – if you say someone’s name and smile unconsciously – that is your person. Keep them around.)

Lastly, technology is ever-changing. Stay on top of what’s happening. Use it to your advantage to help create systems that support what you’re doing. Use it to get organized, make better use of your time and be creative! There are so many great tools out there. Stay updated with what’s happening but choose a few to focus on (to prevent overwhelm.)

Who is your ideal client or what sort of characteristics would make someone an ideal client for you?

My ideal client is a high-achieving woman in midlife who’s spent years taking care of everyone else — at work, at home, and everywhere in between. She’s successful, driven, and constantly juggling, but she’s starting to feel the toll: low energy, shifting hormones, and a disconnect from her body and sense of self. She wants real results, without the overwhelm and a sustainable path to feel strong, confident, and like herself again, inside and out.

I also work with companies that are ready to invest in the well-being of their people — especially the high-performing women who keep things running. These organizations understand that wellness isn’t a perk — it’s a strategy for retention, resilience, and performance. They’re looking for fresh, practical programs that meet employees where they are and help them thrive both professionally and personally.

Contact Info:

Image Credits

Mariah Gale, Miriam Meza

Suggest a Story: BoldJourney is built on recommendations from the community; it’s how we uncover hidden gems,
so if you or someone you know deserves recognition please let us know here.
Productivity
Where do you get your work ethic from?

We’ve all heard the phrase “work hard, play hard,” but where does our work ethic

Productivity
Tactics & Strategies for Keeping Your Creativity Strong

With the rapid improvements in AI, it’s more important than ever to keep your creativity

Productivity
From Burnout to Balance: The Role of Self-Care

Burning out is one of the primary risks you face as you work towards your